1. 1.06
Positioning

2. 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

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

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

5. 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

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

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

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

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

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

11. 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

12. 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

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

14. License Agreements
Licensor $
Licensee $
Consumer

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

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

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

18. 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

19. 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

20. 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

21. Cross-Promotion
Appearing in an advertisement for one brand while wearing/using another brand
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22. 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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/good-sports-using-athlete- endorsements/

23. Bad Celebrity Endorsements
Yikes!
Cost
Believability/Fit
Negative Publicity
-TRENDS-New-York-08
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y/Publications/JournalofMarketing/1995/59/3/ pdf

24. Celebrity Endorsements and the Law
Statements must reflect honest opinion
Statements must be substantiated
Disclosure of financial ties
-TRENDS-New-York-08
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wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

25. Naming Rights Key Players Team Corporations Advertising Agencies
Television/Radio Rights Holders
-TRENDS-New-York-08
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wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

26. 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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wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

27. Naming Rights Advantages Disadvantages Promote goods/services
Promote customer retention
Increase market share
Disadvantages
Cost
Long-term commitment
Association with losing team
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wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

28. Naming Rights Businesses to Avoid Gambling “Adult” Entertainment
Controversial companies
-TRENDS-New-York-08
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wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides

29. Naming Rights Strategies Increase sales Increase market share
Raise awareness
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wish-upon-star-celebrity-endorsements-ftcs- revised-endorsement-guides