1.  Copyright 1999 Prentice Hall 8-1 Lesson 6.1 – Branding Copyright © 2013 by Sports Career Consulting, LLC

2. Branding Branding describes a company’s or event’s efforts to develop a personality and make its products or services different from the competition Events are often branded to aide in marketing efforts LESSON 6.1 Branding & Licensing Branding: The use of a name, design, symbol, or a combination of those elements that a sports organization uses to help differentiate its products from the competition Copyright © 2013 by Sports Career Consulting, LLC

4. Branding Efforts Often Include the Use Of:  Brand Mark  Logo  Trademark  Graphics  Slogans and Taglines Branding Mechanisms LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

5. Brand Mark is a design element, such as a symbol (e.g., Nike swoosh ), logo (e.g., Yahoo! graphic), a character (e.g., Keebler elves) or even a sound (e.g., Intel inside sound), that provides visual or auditory recognition for the product.

6. Types of Intellectual Property  Trademark: The legal protection of words and symbols used by a company.  Trade secret  Copyright: legally protects original works of authorship, such as literature, music, artistic works, and computer software from use by other without permission

7. Types of Intellectual Property  Patent: Is a property right that excludes others from making, using, offering for sale, or selling the invention.

8. Slogans are short, memorable catch phrases used in advertising campaigns designed to create product affiliations among consumers Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Branding

9. Slogans Example Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Dick’s Sporting Goods advertising often features the slogan “Every season starts at Dick’s”

10. BRANDING & LICENSING: SLOGANS Activity

11. Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC To generate excitement about the team’s move from New Jersey to New York, the Brooklyn Nets launched a marketing campaign just after finishing their last game in their old home with the Twitter-friendly slogan #HELLOBROOKLYN

12. Branding When a brand name or trade name is registered, it also becomes a trademark Trademark: A device that legally identifies ownership of a registered brand or trade name LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

13. Trademark LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

14. Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC In 2011, the NCAA paid $17.2 million to secure the registered trademark for the phrase “March Madness”

15. Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC In 2013, hip hop star Pharrell Williams filed a lawsuit against fellow hip hop star will.i.am of the Black Eyed Peas over the phrase “i am” after will.i.am. allegedly sent Pharrell a cease and desist letter informing him that he owns the rights to all things with an "I Am" element when Pharrell launched a YouTube channel called I Am Otherfiled a lawsuit

16. Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC A federal appeals court ruled in 2013 that video game maker Electronic Arts must face legal claims by college players that they unfairly used athlete images without permission and/or compensationruled in 2013

17. Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Anthony Davis, standout freshman on the NCAA champion Kentucky Wildcats basketball team, trademarked the phrases “Fear the Brow” and “Raise the Brow” just prior to being selected first in the NBA Draft, a reference to his connected eyebrows

18. Organizations will go to great lengths to protect the brand from a legal perspective Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC According to Michael Napolitano, Licensing Director for Major League Baseball, Major League Baseball spends millions of dollars per year on trademark protection

19. Trademark According to the Oregonian: “Adidas is well known for aggressively guarding the logo it's used for more than 55 years. It has pursued at least 325 infringement matters in the United States, including 35 lawsuits and 45 settlement agreements, according to court records.” In the summer of 2011, Adidas filed suit against a small California footwear company (Radii Footwear) for trademark infringement, claiming two of Radii’s lifestyle sneakers infringe on the distinctive three stripes synonymous with the Adidas brand LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

20. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC adidas Radii What do you think?

21. Trademark In 2012, Rawlings filed suit against rival manufacturer Wilson, over the glove Wilson supplied to Cincinnati Reds star, Brandon Phillips citing the "metallic gold- colored webbing, stitching and lettering" design on the glove as copyright infringement (Rawlings owns the trademark to the term “gold glove”) LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

22. Trademark Since 1967, Chapman High School in Kansas had been referring to its sports teams as the “Fighting Irish” and featuring a mascot bearing a similar resemblance to the fighting leprechaun logo used by the University of Notre Dame. In 2012, the school received a cease and desist letter from Notre Dame, ordering them to discontinue using the logo. Unwilling to spend the money necessary to challenge the University in court, the school held an art contest to design a new logo for school athletics. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

23. Trademark LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

24. Guidelines for developing a successful brand  Positive, distinctive and generate positive feelings and association  Easy to remember and pronounce  Logo is easily recognizable  Implies the benefits the sports product delivers  Consistent with the image of the rest of the product lines, organization, and/or city  Legally and ethically permissible Characteristics of a successful brand LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

25. Brand Building  Brand awareness  Brand image  Brand equity  Brand loyalty Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

26. B rand awareness is the process of working toward maximizing recognition of a particular brand Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Branding

27. Many comic book fans associate comics with Marvel because of brand awareness. Because Marvel has such a strong brand, the Walt Disney Company purchased the company for $4 billion. Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Brand Awareness

28. B rand image refers to consumer perceptions linked to a particular brand such as health, excitement, fun or family Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Branding For example, the Disney brand is associated with family fun and entertainment

29. B rand equity is the value placed on a brand by consumers Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Branding For example, Nike has strong brand equity because consumers have long associated the brand with top level athletes and quality products

30. Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Brand Equity Electronic Arts shares jumped 15% just after the video game publisher shared details on its deal with Disney to produce "Star Wars" games, pushing its stock to its highest level in more than a year, thanks to the incredible brand equity that the Star Wars brand has built over the yearsshares jumped 15%

31. B rand loyalty is a consumer preference for a particular brand as compared to competitor products or services  This is a critical factor influencing the concept of fandom. Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Branding

32. NFL’s Most Rabid Fans

33. In the recreational/sport fishing category, Plano brand tackle boxes have established a loyal customer base, maintaining a significant share of the market year in and year out. In 2009, Plano tackle boxes were again the preferred brand among anglers, representing 55.8% of all tackle box purchases. Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Brand Loyalty

34. Brand loyalty is a critical factor influencing the concept of fandom, the higher the level of brand loyalty, the greater likelihood of an increased level of intensity in fandom. In 2014, the Brand Keys Sports Fan Loyalty Index ranked the “most loyal” NBA fans in terms team (brand) loyalty. According to the report, Chicago Bulls fans ranked number one overall while Sacramento Kings fans ranked last.“most loyal” NBA fans Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Brand Loyalty

35. Event branding opportunities may include  Naming, Event Offerings  Promotions and Co-Promotions  Sponsorship Opportunities  Merchandising Opportunities  Hospitality Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

36. Naming Rights Event Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC ING, a financial institution that provides banking and insurance services, has the naming rights to the popular New York City Marathon

37. Promotions & Co-Promotions Event Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC PowerBar, another sponsor of the ING NYC Marathon, utilizes its partnership to provide a special promotional opportunity to race participants by offering 20% off all PowerBar products at the PowerBar store online

38. Sponsorship opportunities and presenting rights Event Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC While ING enjoys the naming rights to the annual NYC Marathon, several other sponsors enjoy “Principal” status, such as ASICS, United Airlines Foot Locker, The New York Times and Timex

39. Merchandising Opportunities Event Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Licensing opportunities are often available which would include the authorized use of a brand, brand name, brand mark, trademark, or logo ASICS is a “principal” (primary) sponsor of the NYC Marathon. Part of their sponsorship agreement provides them with merchandising opportunities in that much of the merchandise sold online or on-site is co-branded by ASICS (they are also the presenting sponsor of the official Marathon Store).

40. Hospitality Event Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Companies may have the opportunity to entertain clients, prospective customers and employees with tickets to the event Most events offer hospitality packages, which typically include access to VIP areas and include food and beverages

41. Forms of Branding  Corporate Brand  Product Brand  Store Brand Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

42. Branding LESSON 6.1 Branding & Licensing Corporate brands could include:  Walt Disney Company  National Football League  Apple Corporate Brand: Represents an entire company or organization Copyright © 2013 by Sports Career Consulting, LLC

43. Branding Product brands could include:  Rock Band  Harry Potter  iPod, iPhone, iPad Product Brand: Represents a particular product of a company or organization LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

44. Branding Store Brand: The products retailers sell as their own brands LESSON 6.1 Branding & Licensing Gander Mountain, an outdoor sports store, carries brand name merchandise from Columbia Sportswear and Wrangler, but also offers many products under the label of Gander Mountain Copyright © 2013 by Sports Career Consulting, LLC

45. Branding LESSON 6.1 Branding & Licensing Athleta activewear for women (apparel primarily targeting the niche yoga and pilates consumer) is actually a store brand under the Gap, Inc. umbrella Copyright © 2013 by Sports Career Consulting, LLC

46. Branding in SEM  Sports and entertainment organizations and companies work hard to develop strong brands as a means for differentiating themselves from one another  Branding provides a unique means for product differentiation in that individuals (athletes, actors, musicians) can have such tremendous impact on sales Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

47.  Fans of Johnny Depp will pay to watch nearly any movie for which he plays a role and will purchase DVDs, memorabilia and other licensed merchandise Branding LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

48. B rand extension refers to the use of a successful brand name to launch a new or modified product or service in a new market Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Branding

49. Forbes magazine Senior Editor Matthew Miller says “Celebrities are brands, and they are marketing to us and there's stuff we consume off of them, from movies to albums to concerts to books to speaking tours to everything in between, and we sort of all buy into it.” LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

50. Branding Musician Jimmy Buffett’s list of brand extensions is expansive; from restaurants (Margaritaville cafes) and footwear (Sole of the Tropics flip-flops) to his own radio station on Sirius and a complete line of Margaritaville-branded food and beverages LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

51. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Discussion Topic Can you think of any additional examples of brand extension as it relates to the sports and entertainment industry?

52. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Discussion Topic Celebrities use their star power to launch product brands, like Boston Red Sox star David Ortiz (Big Papi En Fuego Hot Sauce) and Usain Bolt (Bolt branded SOUL headphone line), popular music stars Kanye West, Rihanna, Jay-Z, Taylor Swift, Justin Bieber, Tim McGraw (fragrance lines), Actress Emma Watson (teen clothing line), American Olympic gold winning gymnast Nastia Liukin (girls clothing line for JC Penney)

53. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Discussion Topic Athletes and celebrities also leverage their popularity to open restaurants (according to a recent article in ESPN the Magazine, over 200 athletes are also restaurant owners), such as John Elway’s “Elway's Colorado Steakhouse” in Colorado or Aerosmith’s “Mount Blue” in Massachussetts

54. The Greatest Ted Talk Ever Sold

55. Branding Rap mogul Dr. Dre launched Beats Electronics (makers of high end headphones branded as “Beats by Dre”) in 2006 and in 2011, he sold 51% of the audio company for $309 million LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

56. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Branding According to the South Bend Tribune, the University of Notre Dame director of licensing announced that the University would be selling a Notre Dame branded cologne and perfume by 2013, with 3.4- ounce bottles expected to retail for $62Notre Dame branded cologne

57. Branding The entire Pirates of the Caribbean film franchise is an extension of a Disney brand (originally a theme park ride) that has been around for years and the films have now made nearly $3 billion at the box office (that is the booty from the films alone, not including licensed merchandise sales, which range from Halloween costumes to nail polish to lamps) LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

58. NBC’s hit reality show “The Biggest Loser” has spawned a number of brand extensions over the past few years, ranging from Biggest Loser drink mixes and exercise DVDs to cook books and video games. Through its various brand extensions, the Biggest Loser brand generates an estimated $100 million annually. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

59. In 2011, the Food Network began offering concessions items at eight Major League ballparks, including the “Red, White & Blue” steak sandwich which was developed specifically for stadium cuisine in the Food Network kitchen in New York City LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

60. HBO’s wildly popular “True Blood” series has spun off several products inspired by the show, including novelty costumes, themed fangs, comics, and a cookbook several products LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

61. ESPN has since grown to include ESPN2, ESPN News, ESPN Classic, ESPNU, ESPN Deportes, ESPN Films, 47 international channels; the largest sports-radio network in America; a magazine (ESPN the Magazine), restaurants (ESPN Zone), and a website that clocks 52 million unique visitors a month; and its own $100 million theme park in Florida LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

62. Importance of a Strong Brand  Strong brands have the power to create business value and impact more than just corporate revenues and profit margins  Strong brands also create competitive advantage, command price premiums and decrease cost of entry into new markets and/or categories  Strong brands reduce business risk and attract and retain talented staff  Strength of a brand can carry the brand in a tough economy. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC There are a number of benefits associated with the development of a strong brand:

63. Branding The Harry Potter brand continues to enjoy unparalleled success, even while the global economy continues to sputter. With the release of the last of the Potter film in 2011, estimates place the value of the Potter brand to be somewhere in the neighborhood of a remarkable $15 billion. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

64. Rebranding is the updating or creation of a new name, term, symbol, design, or a combination thereof for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Branding

65. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Branding Often times a re-branding effort includes the development a new logo or the alteration of an existing logo Gatorade determined it needed to see more growth within the teenage segment of its customer base so it launched the “G Series” campaign

66. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Branding In 2013, a number of sports properties included a logo update or re-design as part of their re- branding strategy, including the Dallas Stars introducing a new logo and the NBA’s Charlotte franchise changing their name from the Bobcats to the Hornets (the franchise’s original nickname) and the New Orleans Hornets changing their name to the Pelicansnew logo

67. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Branding Re-branding requires careful planning and exceptional attention to detail According to the Charlotte Observer, Charlotte’s rebranding effort cost the franchise nearly $3 million but has resulted in an immediate uptick in sales, with an increase of 59% in new ticket sales and a significant boost in sponsorship and merchandise salesCharlotte Observer

68. Co-branding is the practice of using multiple brand names to jointly promote or market a single product or service Copyright © 2013 by Sports Career Consulting, LLC LESSON 6.1 Branding & Licensing Branding

69. In 2012, Reebok and Marvel partnered to launch a limited edition sneaker collaboration featuring shoes inspired by some of the most popular characters in the Marvel Universe (including Wolverine, Spider- Man and Captain America among others). The co- branded kicks were available online and through Foot Locker retail stores. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

70. Branding In 2012, the Collegiate Licensing announced a partnership with Barbie for a co-branded, University- themed Barbie doll collection featuring Auburn University, The University of Alabama, University of Arkansas, and Louisiana State University. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

71. Branding The Sports Business Journal reported a co-branding arrangement between Mountain Dew and 7-Eleven in which they filmed several commercial spots featuring some of the soda brand’s athletes, including skater Paul Rodriguez, snowboarder Danny Davis and skater Keelan Dadd. PepsiCo and 7-Eleven will share the production costs for the spot, which will run during coverage of the 2013 Dew Tour. LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

72. A brand analyst and strategy company (Millward Brown Optimor) annually ranks the world's most powerful brands measured by their dollar value 1.Apple 2.Google 3.IBM 4.McDonald’s 5. Coca-Cola LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC 6. AT&T 7. Microsoft 8. Marlboro 9. VISA 10. China Mobile Top Brands

73. Top sports/entertainment industry related brands of 2013 according to Millward Brown Optimor’s annual rankings 1. Apple 7. Microsoft 14. Amazon 28. Disney 56. Nike LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Top Brands

74. The latest Forbes magazine ranked the most valuable sports team brands globally based on overall brand value (defined as “the portion of a team's overall value that is derived from its name”) New York Yankees (MLB) - brand value: $340 m Manchester United (UEFA) - brand value: $269 m Real Madrid (UEFA) - brand value: $264 m Dallas Cowboys (NFL) - brand value: $193 m Bayern Munich (UEFA) - brand value: $179 m Top Brands LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

75. The latest Forbes magazine ranked the most valuable sports business brands globally based on overall brand value (defined as “the portion of a team's overall value that is derived from its name”) Nike – brand value: $16 billion ESPN - brand value: $11.5 billion Adidas - brand value: $6.8 billion LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Top Brands

76. The latest Forbes magazine ranking of the most valuable event brands based on overall brand valueevent brands Super Bowl – $470 million Summer Olympics - $348 million FIFA World Cup - $147 million LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC Top Brands

77. Blank Slide Available for Teacher Edits LESSON 6.1 Branding & Licensing Copyright © 2013 by Sports Career Consulting, LLC

78. Branding & Licensing LESSON 6.1 REVIEW (ANSWERS) 1) Define branding The use of a name, design, symbol, or a combination of those elements that a sports organization uses to help differentiate its products from the competition 2) Define brand equity and brand extension Brand equity is the value placed on a brand by consumers while brand extension refers to the use of a successful brand name to launch a new or modified product or service in a new market Copyright © 2013 by Sports Career Consulting, LLC

79. Branding & Licensing LESSON 6.1 REVIEW (ANSWERS) 3) Differentiate between corporate brand, product brand and store brand A corporate brand represents an entire company or organization A product brand represents a particular product of a company or organization Store brands are the products retailers sell as their own brands Copyright © 2013 by Sports Career Consulting, LLC

80. Branding & Licensing LESSON 6.1 REVIEW (ANSWERS) 4) Determine the characteristics of an effective brand name Positive, distinctive and generates positive feelings and association Easy to remember and pronounce Logo is easily recognizable Implies the benefits the sports or entertainment product delivers Consistent with the image of the rest of the product lines and company/organization Legally and ethically permissible Copyright © 2013 by Sports Career Consulting, LLC