1.06
Positioning
Terms

Brand: name/words/symbol that identifies an
organization and its products

Brand awareness: making target market ...
Purposes of Branding

Allows an organization to distinguish and
differentiate itself from others

Affects consumer behav...
Branding Process
Brand
Awareness
Brand
Image
Brand
Equity
Brand
Loyalty
Factors That Influence Brand
Awareness

Team Name

Mascot

Logo

The distribution of licensed sports apparel is an
eff...
Factors That Influence Brand
Image

Product features

Product quality

Price

Brand name

Customer service

Packagin...
Categories of Factors That Impact
Brand Equity

Team-related

Success/Performance

Head Coach

Star Player
Categories of Factors That Impact
Brand Equity

Organization-related

Reputation & tradition

League/Conference schedul...
Categories of Factors That Impact
Brand Equity

Market-related

Media coverage

Geographic location

Competitive forces
Factors That Create Brand
Loyalty

Entertainment value

Authenticity

Fan bonding

History/tradition
Terms

Licensing: Permission to copy trademarked property
for a percentage of actual sales, also called royalties

Licen...
Trademarks &
Licensing

Word, phrase, symbol, or design that identifies
and distinguishes the company from others

Has l...
Licensing &
Endorsements

Licensing: passive association with a licensee,
“sign & collect”

Endorsements: active associa...
License Agreements
Licensor
Licensee
Consumer
How Licensors Benefit
• Enhanced company image and publicity
• Increased profit from royalties.
• Increased brand awarenes...
How Licensors Are
Compensated

Companies typically pay between 5 and 10
percent of wholesale sales in the form of royalti...
Licensor Risks

Potential for poor quality of a licensee’s
manufactured products

Partial relinquishment of control over...
Licensee Benefits

Existing brand awareness or recognition

Lower advertising and promotional costs

Increased possibil...
Licensee Risks

Athlete, entertainer, or corporation may lose
popularity.

Sports teams may suffer losing seasons

Chan...
Endorsements &
Testimonials

Endorsement: using a celebrity’s presence to
imply that the celebrity is associated with the...
Cross-Promotion
• Appearing in an advertisement for one brand
while wearing/using another brand
Benefits of Celebrity
Endorsements

Reach another market

Match brand with celebrity's image

Effectiveness of promotin...
Bad Celebrity
Endorsements

Yikes!

Cost

Believability/Fit

Negative Publicity
Celebrity Endorsements
and the Law

Statements must reflect honest opinion

Statements must be substantiated

Disclosur...
Naming Rights

Key Players
− Team
− Corporations
− Advertising Agencies
− Television/Radio Rights Holders
Naming Rights

Reasons to Sell Naming
Rights
– Revenue
– Opportunity for new
market
• Reasons to Buy Naming
Rights
– Prov...
Naming Rights

Advantages
− Promote goods/services
− Promote customer retention
− Increase market share

Disadvantages
−...
Naming Rights

Businesses to Avoid
– Gambling
– “Adult” Entertainment
– Controversial companies
Naming Rights

Strategies
– Increase sales
– Increase market share
– Raise awareness
Upcoming SlideShare
Loading in...5
×

Sem i 1.06 armstrong

540

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
540
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • SEM, Farese, p144 SEM, Farese, p145 Shank, p485 Shank, p228
  • Shank p 228
  • Shank p 228
  • Shank, 0229
  • Shank, 0229
  • Shank, p229
  • Shank, p229
  • Shank, p229
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/ http://www.cbsnews.com/8301-505125_162-31540115/good-sports-using-athlete-endorsements/
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/ http://www.marketingpower.com/ResourceLibrary/Publications/JournalofMarketing/1995/59/3/9508024322.pdf
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you-wish-upon-star-celebrity-endorsements-ftcs-revised-endorsement-guides
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you-wish-upon-star-celebrity-endorsements-ftcs-revised-endorsement-guides
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you-wish-upon-star-celebrity-endorsements-ftcs-revised-endorsement-guides
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you-wish-upon-star-celebrity-endorsements-ftcs-revised-endorsement-guides http://www.enotes.com/topic/Naming_rights
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you-wish-upon-star-celebrity-endorsements-ftcs-revised-endorsement-guides
  • http://www.licensing.biz/features/80/LICENSING-TRENDS-New-York-08 http://www.licensing.org/education/introduction-to-licensing/global-licensing/ http://business.ftc.gov/documents/when-you-wish-upon-star-celebrity-endorsements-ftcs-revised-endorsement-guides
  • Transcript of "Sem i 1.06 armstrong"

    1. 1. 1.06 Positioning
    2. 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. 3. Purposes of Branding  Allows an organization to distinguish and differentiate itself from others  Affects consumer behavior
    4. 4. Branding Process Brand Awareness Brand Image Brand Equity Brand Loyalty
    5. 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. 6. Factors That Influence Brand Image  Product features  Product quality  Price  Brand name  Customer service  Packaging  Advertising/Promotion
    7. 7. Categories of Factors That Impact Brand Equity  Team-related  Success/Performance  Head Coach  Star Player
    8. 8. Categories of Factors That Impact Brand Equity  Organization-related  Reputation & tradition  League/Conference schedule  Entertainment package/product delivery
    9. 9. Categories of Factors That Impact Brand Equity  Market-related  Media coverage  Geographic location  Competitive forces
    10. 10. Factors That Create Brand Loyalty  Entertainment value  Authenticity  Fan bonding  History/tradition
    11. 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. 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. 13. Licensing & Endorsements  Licensing: passive association with a licensee, “sign & collect”  Endorsements: active association with a licensee--”Try this product!”
    14. 14. License Agreements Licensor Licensee Consumer
    15. 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. 16. How Licensors Are Compensated  Companies typically pay between 5 and 10 percent of wholesale sales in the form of royalties
    17. 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. 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. 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. 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. 21. Cross-Promotion • Appearing in an advertisement for one brand while wearing/using another brand
    22. 22. Benefits of Celebrity Endorsements  Reach another market  Match brand with celebrity's image  Effectiveness of promoting brands related to their sport/vocation
    23. 23. Bad Celebrity Endorsements  Yikes!  Cost  Believability/Fit  Negative Publicity
    24. 24. Celebrity Endorsements and the Law  Statements must reflect honest opinion  Statements must be substantiated  Disclosure of financial ties
    25. 25. Naming Rights  Key Players − Team − Corporations − Advertising Agencies − Television/Radio Rights Holders
    26. 26. Naming Rights  Reasons to Sell Naming Rights – Revenue – Opportunity for new market • Reasons to Buy Naming Rights – Provides exclusivity – Maximize exposure
    27. 27. Naming Rights  Advantages − Promote goods/services − Promote customer retention − Increase market share  Disadvantages − Cost − Long-term commitment − Association with losing team
    28. 28. Naming Rights  Businesses to Avoid – Gambling – “Adult” Entertainment – Controversial companies
    29. 29. Naming Rights  Strategies – Increase sales – Increase market share – Raise awareness
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×