1. Branding in Sports and Entertainment
Unit 4: Branding and Promotions

2. What’s In a Brand?
Brand Name: Brand Name – word(s), letters or numbers representing a brand that can be spoken
Logo: symbol, not spoken
Purpose:
To distinguish and differentiate from competition—create a market position!
Legally identifies ownership of a brand through trademarks
Shape, Color, Scent, Sound & Motion

3. Why Trademark? Trademarking protects in the US
But what about internationally?
World Intellectual Property Organization
Member states can operate under Madrid Agreement & Protocol in order to avoid filing paperwork in each country
Protects trademark rights for 10 year periods

4. Types of Brands Manufacturer/Corporate Co-branding Product Brand
Owned by the producer of the product
Co-branding
Combines one or more brands to increase customer loyalty and sales for the product
Ex: Crash the Super Bowl Contest (Pepsi-Cola, Frito-Lay)
Product Brand
Represents a particular product owned by a company
Ex: Frito-Lay - Doritos
Private Label or Store
developed by the wholesaler or retailer
May contract with manufacturers to make products that are sold under their own private labels
Generic
A general product category and does not carry a brand name

5. What’s In a Name Offers a benefit Positive and different
Easy to say and remember
Translates to a recognizable logo
Consistent with other product lines, city/organization
Legally and ethically permissible (not previously registered)
NIKE
Means "victory" in Greek. Nike was the Greek goddess of victory
The Nike Swoosh logo represents the wing in the famous statue of the Greek Goddess of victory, Nike, who was the source of inspiration for many great and courageous warriors.

6. Brand Evolution
’s: branding was developed to reflect lifestyles, creating brand personalities
1970’s-1990’s: use brands to create positions
Unique associations and places in peoples minds
Current: use brands to create equity—give value!
Easily recognized brands, sleek logos

11. This Week’s Project Creating Your Fantasy Brand! Elements of project
Establish your team name and market position!
Completing Project Elements
Logo Design
Uniforms
Tile!

12. Building a Brand

13. Building Brands
1. Brand Awareness - Try to get consumers to recognize/ remember the brand ◦ Disney begins to target newborns at the hospital
2. Brand Image - Consumer perceptions linked to a particular brand (health, excitement, fun, family) ◦ Ex: Disney is associated with family fun and entertainment
3. Brand Equity - value that the brand contributes to a product in the marketplace ◦ Ex: Nike has long been associated with top level athletes and quality products
4. Brand Loyalty - once the brand exhibits high levels of equity, consumers are prone to become brand loyal or purchase only your brand
◦ Vacations to Disney, Disney movies, Disney products, etc

14. Brand Equity
1. Develop the brand in the customer’s mind as part of a class of products.
Ex: Gatorade is a sports drink
Ex: Falcons are a professional football team
2. Link the product’s name to its function and make some type of emotional connection with the product
Ex: Gatorade helps athletes to perform better in athletic events
Ex: Falcons fans think positively about the organization/players
3. Help consumers think and feel the way you want them to regarding your product.
• Ex: Gatorade is the best product of choice for successful athletes • Ex: Falcons fans stick with their team through good/bad seasons because of the bond they have with the team

15. Brand Extension
Use of a successful brand name to launch a new or modified product or service in a new market
Examples :Musicians Sean “P. Diddy” Combs (Sean John Clothing)
Actress Sarah Jessica Parker apparel line (Bitten)
Entertainment/Film franchise – a planned series of films, programs, or character portrayals;
Ex: Harry Potter (highest grossing film franchise – $4.4B)
Similar to a sequel which takes advantage of the popularity of the film and may not be originally planned
Ex: The Mummy and Jurassic Park sequels
TV Franchises or character spin-off shows
Crossover – expansion of the popular appeal of an artist by achieving success in another market or style
Ex: Shaquille O’Neal has acted in films

16. The Power of Strong Brand
Power to create business value and impact
Create competitive advantage, price premiums, and decrease cost of entry intro new markets/categories
Reduce business risk and attract and retain talented employees