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Branding BRO Time:Answer the following questions on a separate piece of paperIn your own words define the term brandHow many brands are you wearing or carrying with you today?Of the many brands that you wear, what is your favorite brand and why?Make sure to put your name on your BRO Time you will be turning it in to Mrs. Mangano

Sports BrandingSports and Entertainment MarketingName that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

Name that Brand

What is Branding?Name that Brand

Name that Brand

Branda name, term, design, symbol, or combination of these elements that identifies a product and distinguishes it from its competitors

BrandingThe appeal and influence of sports can be seen on television, in apparel, and in advertising. With such exposure, sports organizations and companies strive to develop strong identities, or brands that differentiate themselves from one another.

Example: Nikes logo, the swoosh, is an example of a branding strategy.18Brand Name a word, group of words, letters, or numbers that represents a product that can be spokenShould be easily pronounced, distinctive, and recognizable

Examples: Gatorade or Los Angeles Lakers19Trade NameAlso known as a corporate brandA phrase or symbol that identifies and promotes a company or division of a particular corporationPromotes positive image of quality, value, and reliabilityEx: Proctor & Gamble, Dell, Disney, Kelloggs, Nike, Yahoo!

Examples: Gatorade or Los Angeles Lakers20

The NIKE Trade NameBrands owned by NIKECole Hann: (bought in 1988 and sold in 2013)Bauer Hockey: (bought in 1994 and sold in 2008)Hurley: (bought in 2002 and still owns)Converse: (bought in 2003 and still owns)Starter: (bought in 2004 and sold in 2007)Umbro: (bought in 2008 and sold in 2012)

In the early 2000s Nike decided to refocus on its core business lines and sold all except converse and hurley21The Coca Cola Trade NameBrands owned by Coca Cola

In the early 2000s Nike decided to refocus on its core business lines and sold all except converse and hurley22LogoA logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.Top Entertainment Logos and Jingles

Trade CharacterA specific type of brand mark that has human characteristics

24Trademarka brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government

Branding is important for building customer loyalty. Customers come to expect the same quality from the brands they buy or the teams that they watch. Once satisfied, they become repeat customers. Branding helps a company to introduce new products in a line of products. Customers familiar with the original brand are more like to trust a new products in a line of products. Customer familiar with the original brand are more likely to trust a new product with the same brand. Branding also crates an image for the product.25TrademarkTrademarks are used to prevent other companies from using a similar element that might be confused with the trademarked one.

26Brand EquityThe value a brand has beyond its actual functional benefitsCustomers are willing to pay more for a brandValue becomes a competitive advantage

History of BrandingBrand EquityBrand Equity also has financial value through licensingAllowing another company to use brand name Using Nike or NFL logos on sports apparel

EXAMPLESTypes of Brands and StrategiesNational Brands (manufacturer brand)Private Brands (intermediary brand)Generic brandsNational BrandsOwned by a producer of the productManufacturers use:multi-productmulti-branding co-branding

Multi-product- used when the manufacturer used one name for all its products. Nike uses its name for basketball, running, soccer, golf, hockey, and lacrosse line, thus it is multi-product branding.Multi-branding- manufacturers sometimes practice multi-branding, which means each product in a product line has distintinctive names. Example: Procter and Gambles Secret for women, Old Spice for men, and Sure for men or women.Co-branding- combines one or more brands to increase customer loyalty and sales for each product. Works well when companies go well together. Example: GM and the PGA have co-sponsored MasterCard. Also, for the NFL web site, you might see the notion powered by sportsline.com which reinforces both the products in the eyes of the consumer30Multi-ProductUsed when the manufacturer uses one name for all its productsExample: Nike basketballrunningsoccergolfhockey

Multi-BrandingEach product in a product line has a distinctive nameStrategy is used for product that target different consumersExample: Procter and Gambles deodorant Secret: for womenOld Spice: for menSure: for men or women

Co-BrandingCombines one or more brands to increase customer loyalty and sales for each productTwo manufacturers team up to produce one product

Private Distributer BrandsCarries a name developed by the wholesaler or retailer, Intermediaries contract with manufacturers to make products that are sold under their private labels

Example: Sporting-goods catalog houses such has Gander mountain use their names as private labels.34Generic BrandsRepresent a general product category and does not carry a company or brand name.

Example: At the grocery store you might find a food product with a generic label. However, it is unlikely you would find generic sports apparel or equipment.35Re-BrandingWhen a company dramatically changes their logo and brand identity to change the consumers image of the brandUsually an attempt to distance themselves from a negative association with the brand

Branding AssignmentCreate a brand for your assigned product. Remember that you need to be creative to be sure you catch the publics attention.Create a brand name for your productCreate a logo for your productWrite a paragraph explaining your target market- Sports Drink- Athletic Shoes-Energy Drink-MP3 Player-Protein Bars- Golf Clubs (sports equipment) 37