Branding And Sponsorship 4

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  • The brand removes the risk. Premium pricing and consistent volume Easier to recruit and keep staff Creates barriers to competition Makes products easier to find Adds value through associations, values and beliefs.
  • Construct of messages, positioning, differentiation, associations Visual identity, personality, values, associations. Public relations, esteem.
  • Inside out – single compelling brand image. Individual product names. Different stakeholders may require different approaches. Adapt to local market conditions with flexible brand architecture. New markets, new product categories. Outside core expertise. Dilution of effort. Image eroded. Consistent approach to marketing communications: Differentiate, Remind, Inform, Persuade
  • Intangible asset – limited recognition on balance sheet. Undervalued and listed under ‘goodwill’. Coca-Cola. Cost – traditional accounting. Depreciating assets. Market – price the owner could sell the brand for. Income – the value a consumer will pay over own-brand. Economic use – forecast earnings back to a net present value. Brand strength assessment – proprietary methods including several factors affecting brand strength. Popular. Knowing more about the contribution of brands guides business and investment strategies – much more important than a final figure on a balance sheet.
  • Properties: events, venues, teams. Rights: two-way contract. Activation: 1-3 ratio to cost of rights. Evaluation: performance indicators, metrics - return on investment, exposure (media value), profile (research)
  • Objectives: SMART. Integrated marcomms (rights holder, property owner, participants, partners, audience) Events: matches, supporting events. Merchandising: link property and rights holder. composite logo, co-branding. Endorsement: star quality.
  • Live and TV audience – media value. Increase in sales. Financial ROCE. Brand equity – market research.
  • Attention (Awareness): attract the attention of the customer, communicate link between property and rights holder and the product/service. Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. Action: lead customers towards taking action. Satisfaction: satisfy the customer so they become a repeat customer and give referrals to a product.
  • Gatorade: On sidelines 2000 sponsorship programmes Performance benefits ‘ Thirst Aid’ ‘ Is it in you?’ Endorsement – Jordan Dilution: Gatorgum Bought by PepsiCo for $13bn in 2000 Market worth $1bn 1994, $2bn 2000, $3bn 2009 1-3 ratio Integrated marcomms Synergy BSM sponsor Skins!
  • ‘ Creative’ used in marketing communications – ‘our team’ taking part on ‘our turf’
  • Press conference: Media Partners ‘ Stars’
  • Wembley
  • Hard and soft branding
  • Marketing collateral
  • Black Dyke Band
  • Student participation
  • Warrington v Huddersfield
  • 80,000 spectators
  • Set piece
  • Carnegie Champion Schools

Transcript

  • 1. Branding Richard Berry Head of Creative Design
  • 2. Branding
    • Advantages
    • Attributes
    • Management
    • Equity
  • 3. Advantages
    • Premium pricing
    • Customer volume
    • Repeat purchases
    • Trade efficiencies
  • 4. Attributes
    • Image
    • Corporate identity
    • Reputation
  • 5. Management
    • Architecture
    • Stretch/extension
    • Dilution
    • Compliance
      • Templates
      • Typography
      • Colours
  • 6. Equity
    • “ A set of assets and liabilities linked to a brand’s name that add or subtract from the value provided by a product or service to a firm and/or that firm’s customers.” Aaker (1998)
  • 7. Sponsorship Activation Richard Berry Head of Creative Design
  • 8. Sponsorship
    • Properties
    • Rights
    • Activation
    • Evaluation
  • 9. Activation
    • Objectives
    • Public Relations
    • Advertising
    • Direct marketing
    • Events
    • Merchandising
    • Endorsement
  • 10. Evaluation
    • “Eyeball exposure”
    • Sales
    • Compare relative ROI
    • Profile
  • 11. Hierarchy of events
    • Awareness of a sponsorship or event
    • Recognition of brand’s involvement, and message the brand communicates through the sponsorship or event
    • Message positively affects buyers’ perceptions and attitudes towards the brand
  • 12. Success factors
    • Engaged fans involved in product category
    • Substantial budget for activation/promotion
    • Clear message to a target market responsive to the brand
    • Link between product and property
  • 13. Rights
    • Naming rights (competition)
      • Carnegie Challenge Cup
      • Carnegie World Club Challenge
      • Carnegie Champion Schools
      • Carnegie Champion Colleges
      • Carnegie Great Student Run
      • Carnegie Floodlit Nines
      • Addis 2008 presented by Carnegie
  • 14. Rights
    • Naming rights (teams)
      • Yorkshire Carnegie (cricket)
      • Leeds Carnegie Ladies (football)
    • Secondary sponsors
      • Leeds Rhinos (rugby league)
      • Leeds Carnegie (rugby union)
    • Naming rights (venues)
      • Headingley Carnegie Stadium
        • Carnegie Stand
        • Carnegie Pavilion
  • 15. Carnegie Challenge Cup Richard Berry Head of Creative Design
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