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Brand Name – a word or words, letters, or numbers representing a brand that can be spoken Gatorade Los Angeles Lakers Trade Name – the legal name of a company Reebok
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BrandingMay 14, 2012
Branding
Brand – name, word or words, symbol, or design that identifies an organization and its products Customer loyalty Introducing new products
Branding
Brand Name – a word or words, letters, or numbers representing a brand that can be spoken Gatorade Los Angeles Lakers
Trade Name – the legal name of a company Reebok
Branding
Trademark – a device that legally identifies ownership of a registered brand or trade name
Branding Brand Equity – the value a brand has beyond its
actual functional benefits Popular brands create competitive advantages Developed over time
3 Steps Develop the brand in the consumer’s mind as part of a
class of goods Link the product’s brand name to its function and make
some type of emotional connection with the product Help consumers think and feel the way you want them
to regarding your product
Branding
Manufacturer Brand – owned by the producer of the product Multi-product branding Multi-branding Co-branding
Branding
Multi-product Branding Manufacturer uses one name for all its
products Nike – basketball, running, football,
hockey, golf
Branding Multi-branding
Each product in a product line has a distinctive name Proctor and Gamble - Laundry & Fabric Care
• Bounce• Cheer• Downy• Dreft• Era• Febreze• Gain• Ivory• Tide
Branding
Co-branding – combining one or more brand to increase customer loyalty and sales for each product Nike and Apple
Branding
Generic Brand – represents a general product category and does not carry a company or brand name
Developing Brand Names Offer a benefit Be Simple Be Different and Positive Reflect an Image Be Previously Unregistered Make it Last
Branding
Think of a branding idea for your franchise Apparel Equipment Sports Drink
Use SWOT Analysis
www.uspto.gov
Licensing and Merchandising Licensing – an agreement that gives a
company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee
Licensor – the company or individual granting the license for a free
Licensee – the company or individual paying for the rights to use the licensor’s name or property
Benefits of Licensing
Reinforce Image
Build Team Spirit
Profit
Build Presence through merchandise
Reach a new audience
Publicity
Brandawarene
ss
Revenue
Sports Organization
Companies
Sponsorships and Endorsements Sponsorships – promotion of a
company in association with a property Giving money to fund a project or
production in exchange for something such as advertising
Endorsement – a statement of approval of a product, service, or idea made by an individual or organization speaking on behalf of the advertiser
Sponsorships and Endorsements Sponsorships
Licensing rights Stadium promotions Product sampling Signage Product sales Billboards Free Tickets
Premium Sponsors Entitlements Facility Entitlements
Endorsements
Sponsorship
Types of Sponsorship Signage Premium Sponsors▪ Entitlements – one major sponsor for an event▪ Facility Entitlements – promotional rights to
an entire stadium (Heinz Field, Target Field)▪ Product Exclusivity – only one product
granted exclusivity (official _____ of…)
Endorsement
Association Not necessarily an association between
product and sport/athlete
Demographic Match
Successful Careers
Image
Promotion
Promotional Mix Advertising Sales Promotion Publicity Personal Selling
Publicity
Public relations – activities that promote the image and communications a company has with its employees, customers, investors, and the public at large Typically free Can be good or bad
Publicity Press Kit – consists of promotional materials
that can be used by the media, such as fact sheets, background information, press releases, and videotapes
Press releases – newsworthy article that provides basic information to answer questions about a subject Answer the 5 W’s Can be proactive or reactive
Advertising
Advertising – the paid promotion of an idea, good, or service by an identified sponsor
Promotional advertising – advertising with the goal of selling the item being promoted
Institutional advertising – advertising with a goal of developing goodwill or a positive image
Advertising
Print Newspaper Magazine Direct Mail Outdoor advertising Station posters Stadium signage
Advertising Broadcast
Radio TV
Direct Marketing Mail Telephone Email
Online Advertising Banner Ads Email Pay for listings on portals
Sales Promotions
Sales Promotion – short-term incentive to get consumers interested in buying a product Coupons and Rebates▪ Offer some type of price reduction or free
merchandise▪ Coupons redeemed at store▪ Rebates redeemed at manufacturer
Sales Promotions
Samples and Premiums▪ Samples = free▪ Premiums = free with purchase of
merchandise
Contests and Sweepstakes▪ Contests require action of some sort▪ Sweepstakes require simply signing up
Sales Promotions
For all promotions, communication is key! Coordination of employees, media, other
businesses, consumers
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