May 14, 2012

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

 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

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

 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

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

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

 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

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

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

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

 Think of a branding idea for your franchise  Apparel  Equipment  Sports Drink  Use SWOT Analysis 

 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

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

 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

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

 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…)

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

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

 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

 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

 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

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

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

 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

 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

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