1. The Power of the Brand
SEM

2. Brands Name a few brands that are important to your everyday life 1.2. 3. 4. 5.

3. Why are brands so important to companies?

4. What is a brand?
Brand: is all of the impressions and experiences consumers associate with a company, a product, or a service. Brands relate to customers on an emotional and rational level.
A brand is a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products.

5. Name that logo

6. What is Company Image?
A corporate image is the perception that the general public holds about a particular business. Many companies invest a great deal of time and other resources in an effort to influence the opinion that consumers hold about the products offered by the business, as well as the business itself.

7. Corporate Image Continued….
One of the most basic ways of shaping a corporate image is establishing and maintaining positive relationships with the general public. This effort usually begins by offering products that successfully meet the needs of customers, thus generating goodwill.

8. Why is Company Image so important?
Companies with strong corporate images, such as Sony and Nike have an advantage in the market place because their names adds value to their products and reduces uncertainty in the eyes of distributors, retailers and consumers.

9. Brand awareness Brand Awareness: how recognizable is the brand?
Brand awareness is recognition

10. What does Branding do for your business???
Branding aims to establish a significant and differentiated presence in the market
Branding attracts and retains customer loyalty
Branding will encourage customers to pay a higher price for goods and services
Branding simplifies the ability to distinguish products from a wide range of competing products
Branding allows transfer of the brand to new products including licensed products

11. Factors that influence a brand
Price
Low, middle or high
Quality
Value
Performance
Win, lose, tradition

12. factors that contribute to the impact of brand equity of a sport/event
Team-related
Star athletes
Popular and successful coaches
Performance – short or long term
Organization-related
Tradition, reputation & strength of schedule
Scandals – recent or past
Public Relations – responsiveness & type
Market-related over time
Population & economic changes – up or down
Fan loyalty due to athletes, coaches and/or performance

13. Factors that create brand loyalty
Whether we are speaking about sports or entertainment these factors are always considered by fans:
Entertainment value
Authenticity
Fan bonding
History
Tradition
Performance
Athletes, coaches, owners, celebraties

14. Licensing, Licensor & Licensee
is the permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called a royalty
Licensor
is the rights-holder of the name, logo, or trademark
NASCAR, Eagles
Licensee
is the company paying for the permission to use the name, logo, or trademark.
Nike and Adidas

15. What is a sports license
Is a contractual agreement by which a sports team, athlete or organization gives a company a license to use its name, logo or trademark on the company’s products.
The company gaining the rights is known as the licensee and the sports body is the licensor
Licensing a sports product gives an opportunity to reach a market of sports fans that could be local, national or global, depending on the sports body.

16. Sponsorships
Supporting an event, activity or organization by providing money or other resources that is of value to the sponsored event
Usually in return for advertising for the event
Business, individuals or organizations can sponsor events
Name some that exist today???

17. Endorsement
Athletes/celebrities go into contracts with companies to promote their product by “tying” their name to it
Name some that exist today???

18. Endorsements
American Businesses pay more than $1 billion dollars to athletes and celebrities for endorsements
Top 5 Endorsement deals:
#6 Lebron James- Nike- #93 Million
#5 Tiger Woods- Nike- $105 million- sponsorships-in-sports_5.html
#4 George Forman- Salton INC- $137.5 million
#3 David Beckham- Adidas- $160 million sponsorships-in-sports_3.html
#2 Derek Rose- Adidas- $260 million sponsorships-in-sports_2.html
# 1Rory McIlroy- Nike- $250 million sponsorships-in-sports_1.html

19. Advantages
Studies have shown that consumers will buy products endorsed by celebrities more often than products that are not
Viewers, listeners, and fans are less likely to turn off a commercial featuring a fictitious character
Consumers tend to believe celebrities, especially those who are chosen for their good public image

20. Disadvantages Very expensive
The risk of negative publicity due to an endorser committing a crime or a serious social blunder

21. What businesses seek in an endorser
Someone with a positive public image
A celebrity most consumers know
A celebrity whose career is in the process not retired
Someone who presents few risks
Someone who has a believable relationship with the product
Speaking ability, personal appearance, and educational background also factor

22. Endorsements
The FTC has several guidelines/rules that must be met by the endorser and the sponsoring company
Truthful opinions and beliefs
Endorser must have real experience with the product
The endorsement may not mislead or deceive
Endorser must use and believe in the product for as long as the endorser is featured in advertisements