1. Copyright © 2009 Nelson Education Ltd. All rights reserved. Branding in Sport Chapter 7

2. Copyright © 2009 Nelson Education Ltd. All rights reserved.2 OBJECTIVES To appreciate the role of branding in sport.To appreciate the role of branding in sport. To understand and apply the concept of brand equity in the sport settings.To understand and apply the concept of brand equity in the sport settings. To understand the role of brand management in sport.To understand the role of brand management in sport. To appreciate the consequences of strong brand equity.To appreciate the consequences of strong brand equity.

3. Copyright © 2009 Nelson Education Ltd. All rights reserved.3 BRAND Brand The name, logo or other outward symbol that distinguishes a product or service from others in its category. Branding Creating a brand with an image that perfectly matches the image that the target market(s) seeks association with.

4. Copyright © 2009 Nelson Education Ltd. All rights reserved.4 BRANDING IN SPORT: Brand Equity: 1. Brand Awareness 2. Perceived Quality 3. Brand Association 4. Brand Loyalty

5. Copyright © 2009 Nelson Education Ltd. All rights reserved.5 BRANDING IN SPORT Brand Awareness: Increases the likelihood that a brand will be considered by consumersIncreases the likelihood that a brand will be considered by consumers Affects the decisions about brands in the product category or consideration setAffects the decisions about brands in the product category or consideration set Influences the development and depth of brand associationsInfluences the development and depth of brand associations

6. Copyright © 2009 Nelson Education Ltd. All rights reserved.6 BRAND LOYALTY Four proven ways to build and sustain brand loyalty: 1.Make the brand live up to the customers’ expectations 2.Build innovation into current products as often as possible 3.Design loyalty-building programs into marketing activities 4.Invest in marketing support to strengthen the brand identity

7. Copyright © 2009 Nelson Education Ltd. All rights reserved.7 BRANDING IN SPORT: Conceptual Framework of Team Sport Brand Equity: Prior to reaching brand equity, a team (head coach, star player), an organization (tradition, logo) and a market (media coverage, location) must be in place.

8. Copyright © 2009 Nelson Education Ltd. All rights reserved.8 BRANDING IN SPORT: Conceptual Framework of Team Sport Brand Equity: Brand equity leads to six forms of marketplace consequences: National media exposureNational media exposure MerchandiseMerchandise DonationsDonations Corporate supportCorporate support AtmosphereAtmosphere Ticket salesTicket sales

9. Copyright © 2009 Nelson Education Ltd. All rights reserved.9 BRAND MANAGEMENT Brand Management Strategic implementation of all aspects of the brand, aligning all of the brand’s attributes for maximum effectiveness and ensuring that no organization action compromises the brand.

10. Copyright © 2009 Nelson Education Ltd. All rights reserved. Questions?