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

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

4. Branding Process
Brand
Awareness
Brand
Image
Brand
Equity
Brand
Loyalty

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

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

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

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

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

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

22. Benefits of Celebrity
Endorsements

Reach another market

Match brand with celebrity's image

Effectiveness of promoting brands related to
their sport/vocation

23. Bad Celebrity
Endorsements

Yikes!

Cost

Believability/Fit

Negative Publicity

24. Celebrity Endorsements
and the Law

Statements must reflect honest opinion

Statements must be substantiated

Disclosure of financial ties

25. Naming Rights

Key Players
− Team
− Corporations
− Advertising Agencies
− Television/Radio Rights Holders

26. Naming Rights

Reasons to Sell Naming
Rights
– Revenue
– Opportunity for new
market
• Reasons to Buy Naming
Rights
– Provides exclusivity
– Maximize exposure

27. Naming Rights

Advantages
− Promote goods/services
− Promote customer retention
− Increase market share

Disadvantages
− Cost
− Long-term commitment
− Association with losing team

28. Naming Rights

Businesses to Avoid
– Gambling
– “Adult” Entertainment
– Controversial companies

29. Naming Rights

Strategies
– Increase sales
– Increase market share
– Raise awareness