UFC Presentation

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UFC Presentation

  1. 12. BRANDING THE OCTAGON AN INSIDE LOOK AT BRANDING & THE ULTIMATE FIGHTING CHAMPIONSHIP PRESENTED BY Kristi Ammirati, Joe Avram, Fred Hergenraeder, Orlando Murrell, Rob Simnick
  2. 13. AGENDA <ul><li>Intro </li></ul><ul><li>Brand Leadership </li></ul><ul><li>Corporate Branding </li></ul><ul><li>Evaluating A Brand </li></ul><ul><li>The UFC </li></ul><ul><li>Conclusion </li></ul>
  3. 14. Introduction <ul><li>What is a Brand? </li></ul><ul><li>Brands can possibly drive: </li></ul><ul><ul><li>Emotions </li></ul></ul><ul><ul><li>Creativity </li></ul></ul><ul><ul><li>The building of trust & strength </li></ul></ul><ul><ul><li>Psychological and economical reactions </li></ul></ul><ul><li>“ A brand is a company’s #1 asset. Well managed, it can enable a business to achieve competitive advantage. Poorly handled, it can mean the death of the business” </li></ul>
  4. 15. Brand Leadership <ul><li>A Strong Brand should: </li></ul><ul><ul><ul><li>Receives a lot of free publicity/buzz </li></ul></ul></ul><ul><ul><ul><li>Is admired and has high purchase intent </li></ul></ul></ul><ul><ul><ul><li>Enables the owner to charge a price premium </li></ul></ul></ul><ul><ul><ul><li>Results in increased market share, especially for the target customers </li></ul></ul></ul><ul><ul><ul><li>Provides increased bargaining power with business partners </li></ul></ul></ul><ul><ul><ul><li>Provides a platform for growth beyond the current products and product categories </li></ul></ul></ul><ul><ul><ul><li>Increases an organization’s sales </li></ul></ul></ul>
  5. 16. Brand Leadership Brand Leadership Matrix Market Share Share Growth - + High Low <ul><li>The Ex-Champ </li></ul><ul><li>A Complacent former ‘Leader’ that is living off of its past glory </li></ul><ul><li>Stale and boring, but still commands a loyal following </li></ul><ul><li>Focus is on maintaining status quo </li></ul><ul><li>The Leader </li></ul><ul><li>Them most influential/talked about brand in the market </li></ul><ul><li>High market visibility and preference </li></ul><ul><li>Demonstrates market leadership and continuous innovation </li></ul><ul><li>Stays relevant </li></ul><ul><li>The Underdog </li></ul><ul><li>No clearly differentiated brand and product proposition </li></ul><ul><li>Competes on price, promotion or some other functional dimensions </li></ul><ul><li>In danger of being acquired or eliminated </li></ul><ul><li>The Challenger </li></ul><ul><li>A niche brand </li></ul><ul><li>Highly focused strategy on serving a well-defined segment </li></ul><ul><li>Creative and adaptable </li></ul><ul><li>Utilizes gorilla marketing tactics </li></ul>
  6. 17. Corporate Branding <ul><li>Support of Senior Management is Crucial </li></ul><ul><ul><li>62% of companies stated that the single most pressing threat to their long-term brand’s success is the lack of senior management support. </li></ul></ul><ul><ul><li>Development of the Brand </li></ul></ul><ul><ul><ul><li>Phase 1. Developing a Brand Vision </li></ul></ul></ul><ul><ul><ul><li>Phase 2. Determining Your Brand Picture </li></ul></ul></ul><ul><ul><ul><li>Phase 3. Developing a Brand Asset Management Strategy </li></ul></ul></ul><ul><ul><ul><li>Phase 4. Supporting a Brand Asset Management Culture </li></ul></ul></ul>
  7. 18. Corporate Branding
  8. 19. Evaluating A Brand <ul><li>Keller’s Three Key Questions: </li></ul><ul><li>Have We Established A Frame? </li></ul><ul><li>Are We Leveraging Our Points Of Parity? </li></ul><ul><li>Are The Points Of Difference Compelling? </li></ul>
  9. 20. Evaluating A Brand <ul><li>Brand Performance Associations </li></ul><ul><ul><ul><li>Benefits that prompt consumption </li></ul></ul></ul><ul><ul><ul><li>Reliability, durability, and serviceability </li></ul></ul></ul><ul><ul><ul><li>Service effectiveness, efficiency and empathy </li></ul></ul></ul><ul><ul><ul><li>Style and design </li></ul></ul></ul><ul><ul><ul><li>Value and price </li></ul></ul></ul>
  10. 21. UFC
  11. 22. History: Planting The Seed <ul><li>The UFC organization follows a rich history and tradition of competitive MMA dating back to the Olympic Games in Athens. </li></ul><ul><li>About 80 years ago, a Brazilian form of Mixed Marital Arts known as Vale Tudo (anything goes) sparked local interest in the sport. </li></ul><ul><li>The UFC brought MMA to the world with a concept to have a tournament of the best athletes skilled in the various disciplines of all martial arts. </li></ul><ul><li>The goal was to find “the Ultimate Fighting Champion”. </li></ul>
  12. 23. Controversy <ul><ul><li>The opponents of MMA have leveled numerous arguments against the sport, and under the leadership of Arizona Senator John McCain, quoted as referring to it as “human cock-fighting”, they succeeded in forcing the sport from national pay-per-view carriers, and convinced several states to ban the sport. </li></ul></ul><ul><ul><li>The full-contact blend of street brawling and martial arts was forced underground. </li></ul></ul><ul><ul><li>The Unified Rules of Mixed Martial Arts Combat, as drafted in New Jersey, and later adopted in Nevada on July 23, 2001 were a welcome change to the sport. </li></ul></ul>
  13. 24. History: Planting The Seed <ul><li>Open Space For Potential Timeline </li></ul>
  14. 25. Fighting To Keep It Alive
  15. 26. Let the Branding Begin: Building the Most Valuable Asset <ul><li>Differentiating the Brand by Differentiating the Leader </li></ul>
  16. 27. Staying on Top: The UFC’s Strategy and our Teams Insight <ul><li>UFC’s Biggest Threat </li></ul><ul><li>Competition </li></ul><ul><li>Maintaining Competitive Advantage through f Branding </li></ul>
  17. 28. Strengthening the Brand <ul><li>Repeatable Income </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Reality TV </li></ul>
  18. 29. Conclusion
  19. 30. Branding The Octagon

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