Sem i 1.06 armstrong

935 views

Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

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

×