1.06 Positioning.

Slides:



Advertisements
Similar presentations
Position product/services to acquire desired business image
Advertisements

M 3.03 & Changing Products Keep up with changing consumer preferences Keep up with changing technology Keep up with competition.
Sports and Entertainment Marketing
THE POWER OF THE BRAND SEM. WHAT IS A BRAND?  Brand: is all of the impressions and experiences consumers associate with a company, a product, or a service.
Obtain endorsements for sports/events. Endorsement is an action made by a celebrity or well-known person as follows: Testimonial (statement or advertisement),
PI – Explain the use of licensing in sport/event marketing
SEM A - Product Service Management
Sports Product HSS 5263 Sport Marketing Brian Turner.
3.02 Position products/services to acquire desired business image. Marketing.
1.06 Positioning. Terms Brand: name/words/symbol that identifies an organization and its products Brand awareness: making target market recognize and.
Position product/services to acquire desired business image
What is Branding? The way in which a firm differentiates itself and its products from those of their rivals. A brand is a name, sign, color, or symbol.
Licensing in Sports.
Branding Elements and Strategies
Sports Product HSS 3000/5263 Sport Marketing Brian Turner.
Sports and Entertainment Marketing Ethics Copyright © Texas Education Agency, All rights reserved. Copyright © Texas Education Agency, All.
WF SEM Product Service Management Position product/services to acquire desired business image.
Chapter 31 Branding, Packaging, and Labeling1 Marketing Essentials UNIT Branding, Packaging, and Labeling Branding Elements and Strategies.
Chapter Objectives Explain the concepts of branding and brand equity. Discuss the types of brands. Describe how to develop an effective brand name. Discuss.
Branding Licensing 2 Chapter Objectives Explain the concepts of branding and brand equity. Discuss the types of brands. Describe how to develop an effective.
Branding Strategies. Companies develop and rely on a variety of branding strategies to meet sales and company objectives Effective use of strategies can.
Branding Licensing 2 Chapter Objectives Explain the concepts of branding and brand equity. Discuss the types of brands. Describe how to develop an effective.
 PE - Position product/services to acquire desired business image PI – Explain the nature of sport/event brand/branding PI – Explain the use of licensing.
 Copyright 1999 Prentice Hall 8-1 Lesson 6.3 – The Licensing Process Copyright © 2014 by Sports Career Consulting, LLC.
 Copyright 1999 Prentice Hall 8-1 Lesson 6.3 – The Licensing Process.
 Permission to copy name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called.
Chapter 7 Branding Branding is a name, word, or words, symbol, or design that identifies an organization and its products. A brand name can also be a “trade.
6.02 Discuss Product Licensing
Copyright – Legal protection of original works and intellectual properties granted by the government to give their creators sole rights to them.
May 14,  Brand – name, word or words, symbol, or design that identifies an organization and its products  Customer loyalty  Introducing new products.
Section 7.1 Branding. Brand Name – word or words, letters, or numbers representing a brand that can be spoken EX: Gatorade, Houston Rockets Branding is.
SEM PI – Explain the use of Sponsorship and Naming Rights in sport/event marketing.
Created by Terri Street Copyright, 2000  1,000,0001,000,000  500,000500,000  250,000250,000  125,000125,000  64,00064,000  32,00032,000  16,00016,000.
Licensing & Merchandising. Objectives  Discuss product licensing and the advantages for both the sports organization and the licensee  Explain the importance.
SEM PI – Explain the nature of branding in sports/events.
SEM A - Product Service Management Branding Licensing Endorsements Naming rights.
6.02 Discuss Product Licensing. Licensing Permission to copy name, logo, or trademark of a league, athlete, sports team, entertainer, film, television.
The Importance of Branding brands Sports organizations and companies strive to develop strong brands to differentiate themselves from one another. (Ex.
14-1 Chapter 14 Licensing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
1.06 Position product/services to acquire desired business image.
 Read and respond What is marketing?  The process of developing, promoting, and distributing goods and services to satisfy customers’ needs and wants.
Position product/services to acquire desired business image
Branding in Sport Chapter 7.
Sports and Entertainment Marketing
Part A 3.04 Position products/services to acquire desired business image. Marketing.
3.02 Position products/services to acquire desired business image.
Sports and Entertainment Marketing 1
POSITION PRODUCTS/SERVICES TO ACQUIRE DESIRED BUSINESS IMAGE
SEM Product Service Management
LEVERAGING SECONDARY BRAND ASSOCIATIONS TO BUILD EQUITY
Aim: What is branding and how does it affect marketing?
6.02 Discuss Product Licensing
Sports Marketing Lesson Plan Day 12
Licensing in Sport/Event Marketing Product/Service Management
1.06-B: Licensing.
Sports and Entertainment Marketing
SEM A - Product Service Management
Branding Licensing 2. Branding Licensing 2 Chapter Objectives Explain the concepts of branding and brand equity. Discuss the types of brands. Describe.
Sign Here: Licensing for Profit
Product, Services, and Branding Strategy
Marketing The Event 4.2 Licensing.
The Power of the Brand SEM.
Explain the nature of sport/event BRANDING
Marketing Your Product
Product, Services, and Branding Strategy
Branding and Merchandising
$100 The process of developing, promoting, pricing and distributing products in order to satisfy customers’ needs and wants.
6.02 Discuss Product Licensing
Branding & Licensing.
6.02 Discuss Product Licensing
Presentation transcript:

1.06 Positioning

Terms Brand: name/words/symbol that identifies an organization and its products Brand awareness: making target market recognize and remember brand name Brand image: consumers’ set of beliefs about a brand, which shapes their attitudes Brand equity: value a brand has beyond its actual functional benefits Brand loyalty: a consistent preference of one brand over all others in a product category SEM, Farese, p144 SEM, Farese, p145 Shank, p485 Shank, p228

Purposes of Branding Allows an organization to distinguish and differentiate itself from others Affects consumer behavior Shank p 228

Branding Process Brand Awareness Brand Image Brand Loyalty Brand Shank p 228 Brand Loyalty Brand Equity

Factors That Influence Brand Awareness Team Name Mascot Logo The distribution of licensed sports apparel is an effective way to create team and brand awareness Shank, 0229

Factors That Influence Brand Image Product features Product quality Price Brand name Customer service Packaging Advertising/Promotion Shank, 0229

Categories of Factors That Impact Brand Equity Team-related Success/Performance Head Coach Star Player Shank, p229

Categories of Factors That Impact Brand Equity Organization-related Reputation & tradition League/Conference schedule Entertainment package/product delivery Shank, p229

Categories of Factors That Impact Brand Equity Market-related Media coverage Geographic location Competitive forces Shank, p229

Factors That Create Brand Loyalty Entertainment value Authenticity Fan bonding History/tradition

Terms Licensing: Permission to copy trademarked property for a percentage of actual sales, also called royalties Licensor: the rights-holder of the name, logo, or trademark Licensee: company paying for permission to use the name, logo, or trademark Note: sports marketers have an advantage in licensing because of sports’ universal appeal

Trademarks & Licensing Word, phrase, symbol, or design that identifies and distinguishes the company from others Has legal protection through the U.S. Patent and Trademark Office

Licensing & Endorsements Licensing: passive association with a licensee, “sign & collect” Endorsements: active association with a licensee--”Try this product!”

License Agreements Licensor $ Licensee $ Consumer

How Licensors Benefit Enhanced company image and publicity Increased profit from royalties. Increased brand awareness or recognition Increased opportunity for penetrating new markets

How Licensors Are Compensated Companies typically pay between 5 and 10 percent of wholesale sales in the form of royalties

Licensor Risks Potential for poor quality of a licensee’s manufactured products Partial relinquishment of control over the marketing mix of the brand

Licensee Benefits Existing brand awareness or recognition Lower advertising and promotional costs Increased possibility of success and profitability Connection with an athlete, sports team, entertainer, or corporation

Licensee Risks Athlete, entertainer, or corporation may lose popularity. Sports teams may suffer losing seasons Change in styles, trends, and consumer preferences Royalties and licensing fees can be expensive Manufacturing costs and risks Competition can drive up costs associated with fees and royalties

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

Cross-Promotion Appearing in an advertisement for one brand while wearing/using another brand http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/

Benefits of Celebrity Endorsements Reach another market Match brand with celebrity's image Effectiveness of promoting brands related to their sport/vocation http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/ http://www.cbsnews.com/8301-505125_162- 31540115/good-sports-using-athlete- endorsements/

Bad Celebrity Endorsements Yikes! Cost Believability/Fit Negative Publicity http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/ http://www.marketingpower.com/ResourceLibrar y/Publications/JournalofMarketing/1995/59/3/95 08024322.pdf

Celebrity Endorsements and the Law Statements must reflect honest opinion Statements must be substantiated Disclosure of financial ties http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you- wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

Naming Rights Key Players Team Corporations Advertising Agencies Television/Radio Rights Holders http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you- wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

Naming Rights Reasons to Sell Naming Rights Revenue Opportunity for new market Reasons to Buy Naming Rights Provides exclusivity Maximize exposure http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you- wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

Naming Rights Advantages Disadvantages Promote goods/services Promote customer retention Increase market share Disadvantages Cost Long-term commitment Association with losing team http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you- wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides http://www.enotes.com/topic/Naming_rights

Naming Rights Businesses to Avoid Gambling “Adult” Entertainment Controversial companies http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you- wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

Naming Rights Strategies Increase sales Increase market share Raise awareness http://www.licensing.biz/features/80/LICENSING -TRENDS-New-York-08 http://www.licensing.org/education/introduction- to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you- wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides