Sport Marketing Ch 7

Sport MarketingChapter 7 BUSI 252Professor Conrad

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This Week’s Blog Post

▪ Read the blog post Paving The Way To Improve Brand Experiences: Sense & Sensibility! by Evan Brown here --https://www.designmantic.com/blog/sense-and-sensibility-in-branding/

▪ Briefly summarize how each of the five senses can affect the experience a customer has with a brand.

▪ To conclude your post, provide recommendations of sensory branding WVWC could add to create and enhance a positive association with one of our sport teams.                          

▪ Be sure to link to Mr. Brown's post to give him credit for his work.

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Managing Sport Brands

▪ Reminder of Brand Definition w/examples▪ What is Branding?▪ Brand Equity▪ Brand Awareness▪ Brand Image▪ Brand Association

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What is a Brand?A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme.brand. American Marketing Association Dictionary. Retrieved March 04, 2017, from AMA.org website: http://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B

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What is the Branding?

Sport Organizati

on

Name

Logo

Symbols

Associations

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Branding

▪ Use of brand elements to create differentiation▪ Half of NBA, NFL, NHL and MBA have modified

uniforms and logos since 1995▪ Name, logo, marks and colors = starting point

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Customer emotions

NamesSymbolsLogosColors

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Branding

▪ How the brand engages consumers▪ How the brand comes to life to form emotional

connections▪ Branding goal –Create a strong impression in consumers’ mind –So they experience intense positive emotions–When exposed to name, logo, colors, etc.

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What is Brand Equity? American Marketing Assoc.

▪ The value of a brand. ▪ From a consumer perspective, based on –consumer attitudes about positive brand

attributes and –favorable consequences of brand use

brand equity. American Marketing Association Dictionary. Retrieved March 04, 2017, from AMA.org website: http://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=B

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What is Brand Equity? Business Dictionary

▪ A brand's power ▪ Derived from the goodwill and name recognition

that it has earned over time, ▪ Which translates into higher sales volume and higher profit margins against competing brands.

brand equity. BusinessDictionary.com. Retrieved March 04, 2017, from BusinessDictionary.com website: http://www.businessdictionary.com/definition/brand-equity.html

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Importance of Brand Equity

Fan Team

Brand

Asset

Strong positive emotional connection

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Benefits of Brand Equity

▪ High brand equity = increased loyalty– Increased revenue in ticket and merchandise sales–Factors other than winning predict brand loyalty▪ Long-term strategy = less $$ loss when team

loses▪ Creates a Specialized product = can charge

premium prices▪ Corporate sponsorships– Increase interest of corporations– Increase price of sponsorship packaging▪ Launch augmented products to enhance

revenue streams

14Greenberg, J. (2015, April). MLB Fan Cost Index 2015. Retrieved March 4, 2017, from Team Marketing Report: Fact Book: https://www.teammarketing.com/tmr/81

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How to Develop Brand Equity

Awareness

Image

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Brand Awareness

▪ First step in brand equity▪ The ability of a

consumer to name the brand’s existence when its product category is mentioned▪ Important for obtaining

sponsorships

Computer Automobile

Sports Drink Shoes

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Brand Image

▪ Cumulative influence of all the associations with a particular brand▪ Goal = develop brand associations that

are–Unique–Strong –Favorable

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Brand Associations

Success Tradition

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“One of the reasons a lot of people love college football is because of the tradition, and this is one of them” (Peloquin, 2012).

Peloquin, S. (2012, October 4). West Virginia Fans Sing "Take Me Home Country Roads" - Video. Retrieved March 7, 2017, from ESPN Sport Radio: http://espn1420.com/west-virginia-fans-sing-take-me-home-country-roads-video/

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Brand Associations Based on the Team

▪ Marketing, promotion and publicity efforts▪ Logo, marks, nickname, mascot, etc.▪ Owners▪ Players▪ Head coaches▪ Rivalries▪ Entertainment package▪ Facility (i.e. stadium, arena, colosseum, etc.)

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Brand Associations Based on Benefits

▪When consumer needs are satisfied▪ Nostalgia, memories▪ Social benefits (i.e. time with family/friends)▪ Team affiliation for fans (Red Sox Nation)

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http://www.sportslogos.net/

1. Select a team2. How many times

has their logo changed?

3. How do you think the logo may have affected the brand image?

4. How have the names and logos of the Washington Redskins, the Cleveland Indians, and the University of North Dakota affected their brands? Explain your reasoning.