1. Building a Relevant Sports Brand MKT 3865 Dr. Don Roy

2. A brand is… Image Thoughts & associations Relationship Long-term, mutually beneficial interactions Identity Name and marks Promise Implicit & explicit Performance

3. Brand Name Selection Decisions Choice of brand name Choice of brand marks – Logo – Color scheme – Mascot

4. Brand Name Considerations 1.Should create positive feelings or associations with geographic area (e.g., Tennessee Volunteers) 2.Should be translatable into effective logo 3.Should be consistent with values of market (e.g., Columbus Crew)Columbus Crew 4.Should be legally and ethically permissible

5. 1.Recognizability 2.Fit 3.Contrast What are the characteristics of an effective brand name?

6. MiLB Top 25 Clubs in Merch Sales

7. Branding Challenge I just bought a minor league baseball team! Relocating Bowling Green Hot Rods to Murfreesboro Class A affiliate of Tampa Bay Rays Member of Midwest LeagueMidwest League Come up with branding for my team- please! Your Challenge: Come up with brand name Justify in terms of criteria for brand name

8. Problems in Sports Branding: Brand Makeover Tampa Bay Devil Rays 1998-2007 Tampa Bay Rays 2008

9. The Future of Logo Design? MLS

10. Problems in Sports Branding: Franchise Relocation ?

11. “To Rebrand or not Rebrand, that is the Question” 1.When should a sports franchise that is relocating to a new market opt to keep its existing brand name? 2.When is it appropriate to rebrand when relocating?

12. Problems in Sports Branding: Native American References

13. Problems in Sports Branding: Potentially Offensive Imagery

14. You Can Put Lipstick on a Pig but…

15. 2013-2014 BLC Standings (Brand Licensing Championship) Rank 1. 2. 3. 8. 16. 2013-2014 Rankings

16. Brand Licensing “The process of leasing a legally protected (that is, trademarked or copyrighted) entity known as property which could be a name, likeness, logo, graphic, saying, signature, character or a combination of several of these elements, in conjunction with a product or a product line.” - International Licensing Industry Merchandisers’ Association

17. Big Money in Licensing Royalties Category2013 (in Millions)Change from ‘12 Characters (Entertainment/TV/ Movie) $2,6604.3% Trademarks/Brands$9652.1% Fashion$7702.0% Collegiate$6981.9% Total$5,6553.3% Source: https://www.licensing.org/news/lima-industry-survey-licensing-industry-sales-rise-for-third- consecutive-year/, June 18, 2014https://www.licensing.org/news/lima-industry-survey-licensing-industry-sales-rise-for-third- consecutive-year/

19. Benefits of Licensing to the Licensor 1.Produces revenue streams (through royalties and/or fees) 2.Allows entry into markets with no capital investment 3.Enhances brand equity through additional exposure of brand

20. Benefits of Licensing to the Licensee 1.Allows association with recognized brand name 2.Brand building efforts are responsibility of licensor, not licensee 3.Payment for association often based on sales (royalties)

21. Licensing Cost Components 1.Advance Fee 2.Royalties (% of wholesale price) Amount of advance fee and royalty % set by licensor

22. Licensing Arrangements: Examples

23. Product Endorsement A paid association between an individual and brand in which endorser’s attributes are leveraged for commercial benefit

24. Why Hire an Endorser?

25. Are there limits to the effectiveness of using an athlete to endorse a product or company? If yes, what are the limitations? Limits on Endorsement?