James Harden Brand Marketing Project
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Developed a strategic licensing plan for 3 James Harden intellectual properties, which included a beard silhouette image, J.H. signature, and “Fear the Beard” slogan.
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James Harden Brand Marketing Project
- 1. A Strategic Licensing Plan By James, Chris, Salomon JAMES HARDEN
- 3. PROPERTY DESCRIPTION JAMES HARDEN TEAM: Houston Rockets Number: 13 Position: Shooting Guard Experience: 7 Years Awards: 3x NBA All-Star
- 4. DEMOGRAPHICS Men Ages: 18 to 35 James Harden fans
- 5. RESEARCH & STATISTICS 3.1M Followers 2.4M Followers
- 6. THE BRANDS
- 7. THE BRANDS • Face outline • JH Signature feature • To be placed on all licensee’s products
- 8. THE BRANDS • Primary slogan • Trendy & Bold • To be used on fashion apparel
- 10. LICENSING PROGRAMS • No real licensing strategy right now • Existing 13 year deal with Adidas for $200 million • The Crazylight Boost (not a signature shoe, but a limited edition) https://pmcfootwearnews.files.wordpress.com/2015/12/james- harden-adidas-crazylight-boost-triple-white-3.jpg?w=1214
- 12. GOALS + OBJECTIVES • all about long term goals right now • to build brand awareness not to seek individual item licensing • not looking for big money right now • establish a strong fan base for his products, not just for his basketball
- 13. PRODUCT CATEGORY CLOTHING & FASHION GROOMING & PERSONAL CARE
- 14. PARTNERS
- 15. RETAIL STRATEGY
- 17. James Harden Limited Edition T-Shirt $20 New Arrival James Harden Limited Edition T-Shirt $20 New Arrival “FEAR THE BEARD” Collection
- 18. James Harden Limited Edition T-Shirt $25 New Arrival James Harden Limited Edition Long Sleeve $25 New Arrival JAMES HARDEN Signature Logo
- 19. ROYALTY RATE & INCOME • 7 Year Deal, possibility of 2 Year Extension • 10% royalty rate, increase to 13% for extension
- 21. The ideal retailer we are targeting will be Pharmacy and Convenience stores List of proposed targeted retailers 1. CVS, Rite Aid, Target, Walmart, Walgreens 2. Online- Amazon.com, Drugstore.com, SOAP.com
- 22. ROYALTY RATE & INCOME Proposed Royalty Rate 10%- (3 year extension 12%) Proposed Royalty Income 10%- (3 year extension 12%) Terms of contract After year 5, if sales have increase to the liking of “Just for Men”, a 3 year extension will be granted.
- 23. THANK YOU