2. Branding
Branding is the use of a name, design, symbol, or a combination of those elements that a
sports or entertainment organization uses to help differentiate its products from the
competition

24. Branding mechanisms Brand mark Logo Trademark Graphics
When a brand name or trade name is registered, it also becomes a trademark
A trademark is a device that legally identifies ownership of a registered brand or trade name

25. Guidelines for a successful brand
Positive, distinctive and generates positive feelings and association Easy to remember and pronounce Logo is easily recognizable Implies the benefits the sports or entertainment product delivers Consistent with the image of the rest of the product lines and company/organization and/or city Legally and ethically permissible

26. Brand building
a. Brand awareness The process of working toward maximizing recognition of a particular brand b. Brand image Consumer perceptions linked to a particular brand (health, excitement, fun, family etc.)

27. Brand building
c. Brand equity The value placed on a brand by consumers Nike has strong brand equity because consumers have long associated the brand with top level athletes and quality products d. Brand loyalty Consumer preference

28. Forms of branding
A corporate brand represents an entire company or organization
Pepsi-Cola
McDonalds
Frito-Lay
b. A product brand represents a particular product of a company or organization
Diet Pepsi
Chicken McNuggets
Fritos

30. Store brands (also called private labels)
are the products retailers sell as their own brands
Gander Mountain, an outdoor sports store, carries brand name merchandise from Columbia Sportswear and Wrangler, but also offers many products under the label of Gander Mountain

31. Brand extension
refers to the use of a successful brand name to launch a new or modified product or service in a new market
Celebrities and athletes in today’s marketing age are becoming managers of their own brands
Get with a partner and come up with as many examples of brand extension as you can.