Branding & Licensing

Branding When a brand name or trade name is registered, it also becomes a trademark brand a name, word or words, symbol, or design that identifies an organization and its products trademark a device that legally identifies ownership of a registered brand or trade name brand name a word or words, letters, or numbers representing a brand that can be spoken

Developing Brand Names For a brand to be successful, it should: Offer a benefit. Be simple. Be different and positive. Reflect an image. Be previously unregistered.

Licensing licensing an agreement which gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee Sports teams and athletes may have licensing agreements with product manufacturers.

Sponsorships Sponsorships are the promotional vehicles that financially support sports events. Types of sponsorships include: Signage Entitlements Facility entitlements Product exclusivity

Endorsements An endorsement is a statement of approval of a product, service, or idea made by an individual or organization speaking on behalf of the advertiser. Some important considerations are: Association Demographic match Successful careers Image

Benefits of Licensing Sports Organizations Reinforce image Build Team Spirit Companies Profit Build presence through merchandise Reach a new audience Mutual Advantages Publicity Revenue Brand Awareness