1. May 14, 2012

2.  Brand – name, word or words, symbol, or design that identifies an organization and its products  Customer loyalty  Introducing new products

3.  Brand Name – a word or words, letters, or numbers representing a brand that can be spoken  Gatorade  Los Angeles Lakers  Trade Name – the legal name of a company  Reebok

4.  Trademark – a device that legally identifies ownership of a registered brand or trade name

5.  Brand Equity – the value a brand has beyond its actual functional benefits  Popular brands create competitive advantages  Developed over time  3 Steps  Develop the brand in the consumer’s mind as part of a class of goods  Link the product’s brand name to its function and make some type of emotional connection with the product  Help consumers think and feel the way you want them to regarding your product

6.  Manufacturer Brand – owned by the producer of the product  Multi-product branding  Multi-branding  Co-branding

7.  Multi-product Branding  Manufacturer uses one name for all its products  Nike – basketball, running, football, hockey, golf

8.  Multi-branding  Each product in a product line has a distinctive name  Proctor and Gamble - Laundry & Fabric Care Bounce Cheer Downy Dreft Era Febreze Gain Ivory Tide

9.  Co-branding – combining one or more brand to increase customer loyalty and sales for each product  Nike and Apple

10.  Generic Brand – represents a general product category and does not carry a company or brand name

11.  Offer a benefit  Be Simple  Be Different and Positive  Reflect an Image  Be Previously Unregistered  Make it Last

12.  Think of a branding idea for your franchise  Apparel  Equipment  Sports Drink  Use SWOT Analysis  www.uspto.gov www.uspto.gov

13.  Licensing – an agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee  Licensor – the company or individual granting the license for a free  Licensee – the company or individual paying for the rights to use the licensor’s name or property

14. Reinforce Image Build Team Spirit Profit Build Presence through merchandise Reach a new audience Publicity Brand awareness Revenue Sports Organization Companies

15.  Sponsorships – promotion of a company in association with a property  Giving money to fund a project or production in exchange for something such as advertising  Endorsement – a statement of approval of a product, service, or idea made by an individual or organization speaking on behalf of the advertiser

16.  Sponsorships  Licensing rights  Stadium promotions  Product sampling  Signage  Product sales  Billboards  Free Tickets  Premium Sponsors  Entitlements  Facility Entitlements  Endorsements

17.  Types of Sponsorship  Signage  Premium Sponsors ▪ Entitlements – one major sponsor for an event ▪ Facility Entitlements – promotional rights to an entire stadium (Heinz Field, Target Field) ▪ Product Exclusivity – only one product granted exclusivity (official _____ of…)

18.  Association  Not necessarily an association between product and sport/athlete  Demographic Match  Successful Careers  Image

19.  Promotional Mix  Advertising  Sales  Promotion  Publicity  Personal Selling

20.  Public relations – activities that promote the image and communications a company has with its employees, customers, investors, and the public at large  Typically free  Can be good or bad

21.  Press Kit – consists of promotional materials that can be used by the media, such as fact sheets, background information, press releases, and videotapes  Press releases – newsworthy article that provides basic information to answer questions about a subject  Answer the 5 W’s  Can be proactive or reactive

22.  Advertising – the paid promotion of an idea, good, or service by an identified sponsor  Promotional advertising – advertising with the goal of selling the item being promoted  Institutional advertising – advertising with a goal of developing goodwill or a positive image

23.  Print  Newspaper  Magazine  Direct Mail  Outdoor advertising  Station posters  Stadium signage

24.  Broadcast  Radio  TV  Direct Marketing  Mail  Telephone  Email  Online Advertising  Banner Ads  Email  Pay for listings on portals

25.  Sales Promotion – short-term incentive to get consumers interested in buying a product  Coupons and Rebates ▪ Offer some type of price reduction or free merchandise ▪ Coupons redeemed at store ▪ Rebates redeemed at manufacturer

26.  Samples and Premiums ▪ Samples = free ▪ Premiums = free with purchase of merchandise  Contests and Sweepstakes ▪ Contests require action of some sort ▪ Sweepstakes require simply signing up

27.  For all promotions, communication is key!  Coordination of employees, media, other businesses, consumers