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1.06
Positioning
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Terms
Brand: name/words/symbol that identifies an organization and its productsBrand awareness: making target market recognize and remember brand nameBrand image: consumers’ set of beliefs about a brand, which shapes their attitudesBrand equity: value a brand has beyond its actual functional benefitsBrand loyalty: a consistent preference of one brand over all others in a product category
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Purposes of Branding
Allows an organization to distinguish and differentiate itself from othersAffects consumer behavior
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Branding Process
Brand Awareness
Brand Image
Brand Equity
Brand Loyalty
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Factors That Influence Brand Awareness
Team NameMascotLogo
The distribution of licensed sports apparel is an effective way to create team and brand awareness
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Factors That Influence Brand Image
Product featuresProduct qualityPriceBrand nameCustomer servicePackagingAdvertising/Promotion
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Categories of Factors That Impact Brand Equity
Team-relatedSuccess/PerformanceHead CoachStar Player
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Categories of Factors That Impact Brand Equity
Organization-relatedReputation & traditionLeague/Conference scheduleEntertainment package/product delivery
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Categories of Factors That Impact Brand Equity
Market-relatedMedia coverageGeographic locationCompetitive forces
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Factors That Create Brand Loyalty
Entertainment valueAuthenticityFan bondingHistory/tradition
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Terms
Licensing: Permission to copy trademarked property for a percentage of actual sales, also called royaltiesLicensor: the rights-holder of the name, logo, or trademarkLicensee: company paying for permission to use the name, logo, or trademark
Note: sports marketers have an advantage in licensing because of sports’ universal appeal
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Trademarks & Licensing
Word, phrase, symbol, or design that identifies and distinguishes the company from othersHas legal protection through the U.S. Patent and Trademark Office
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Licensing & Endorsements
Licensing: passive association with a licensee, “sign & collect”Endorsements: active association with a licensee--”Try this product!”
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License Agreements
Licensor
Licensee
Consumer
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How Licensors Benefit
• Enhanced company image and publicity
• Increased profit from royalties.
• Increased brand awareness or recognition
• Increased opportunity for penetrating new markets
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How Licensors Are Compensated
Companies typically pay between 5 and 10 percent of wholesale sales in the form of royalties
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Licensor Risks
Potential for poor quality of a licensee’s manufactured productsPartial relinquishment of control over the marketing mix of the brand
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Licensee Benefits
Existing brand awareness or recognitionLower advertising and promotional costsIncreased possibility of success and profitabilityConnection with an athlete, sports team, entertainer, or corporation
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Licensee Risks
Athlete, entertainer, or corporation may lose popularity.Sports teams may suffer losing seasonsChange in styles, trends, and consumer preferencesRoyalties and licensing fees can be expensiveManufacturing costs and risksCompetition can drive up costs associated with fees and royalties
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Endorsements & Testimonials
Endorsement: using a celebrity’s presence to imply that the celebrity is associated with the organization Grand openings Autograph sessions Clinics/concerts
Testimonial: using a celebrity in an advertisement testifying to the effectiveness of a product
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Cross-Promotion
• Appearing in an advertisement for one brand while wearing/using another brand
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Benefits of Celebrity Endorsements
Reach another market Match brand with celebrity's image Effectiveness of promoting brands related to
their sport/vocation
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Bad Celebrity Endorsements
Yikes! Cost Believability/Fit Negative Publicity
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Celebrity Endorsements and the Law
Statements must reflect honest opinion Statements must be substantiated Disclosure of financial ties
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Naming Rights
Key Players Team Corporations Advertising Agencies Television/Radio Rights Holders
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Naming Rights
Reasons to Sell Naming Rights
– Revenue– Opportunity for new
market
• Reasons to Buy Naming Rights– Provides exclusivity– Maximize exposure
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Naming Rights
Advantages Promote goods/services Promote customer retention Increase market share
Disadvantages Cost Long-term commitment Association with losing team
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Naming Rights
Businesses to Avoid
– Gambling
– “Adult” Entertainment
– Controversial companies
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Naming Rights
Strategies
– Increase sales
– Increase market share
– Raise awareness