BRANDING THE OCTAGONAN INSIDE LOOK AT BRANDING & THE ULTIMATE FIGHTING CHAMPIONSHIP
PRESENTED BY
Kristi Ammirati, Joe Avram, Fred Hergenraeder, Orlando Murrell, Rob Simnick
AGENDA
Intro
Brand Leadership
Corporate Branding
Evaluating A Brand
The UFC
Conclusion
Introduction
What is a Brand? Brands can possibly drive:
Emotions
Creativity
The building of trust & strength
Psychological and economical reactions
“A brand is a company’s #1 asset. Well managed, it can enable a business to achieve competitive advantage. Poorly handled, it can mean the death of the business”
Brand Leadership
A Strong Brand should: Receives a lot of free publicity/buzz
Is admired and has high purchase intent
Enables the owner to charge a price premium
Results in increased market share, especially for the target customers
Provides increased bargaining power with business partners
Provides a platform for growth beyond the current products and product categories
Increases an organization’s sales
Brand Leadership Matrix
Market Share
Share Growth- +
High
Low
The Ex-Champ
•A Complacent former ‘Leader’ that is living off of its past glory
•Stale and boring, but still commands a loyal following
•Focus is on maintaining status quo
The Leader
• Them most influential/talked about brand in the market
•High market visibility and preference
•Demonstrates market leadership and continuous innovation
•Stays relevant
The Underdog
• No clearly differentiated brand and product proposition
•Competes on price, promotion or some other functional dimensions
•In danger of being acquired or eliminated
The Challenger
• A niche brand
•Highly focused strategy on serving a well-defined segment
•Creative and adaptable
•Utilizes gorilla marketing tactics
Brand Leadership
Corporate Branding
Support of Senior Management is Crucial62% of companies stated that
the single most pressing threat to their long-term brand’s success is the lack of senior management support.
Development of the Brand Phase 1. Developing a Brand Vision
Phase 2. Determining Your Brand Picture
Phase 3. Developing a Brand Asset Management Strategy
Phase 4. Supporting a Brand Asset Management Culture
Corporate Branding
Evaluating A Brand
Keller’s Three Key Questions:
Have We Established A Frame?
Are We Leveraging Our Points Of Parity?
Are The Points Of Difference Compelling?
Evaluating A Brand
Brand Performance Associations Benefits that prompt consumption
Reliability, durability, and serviceability
Service effectiveness, efficiency and empathy
Style and design
Value and price
UFC
History: Planting The Seed
The UFC organization follows a rich history and tradition of competitive MMA dating back to the Olympic Games in Athens.
About 80 years ago, a Brazilian form of Mixed Marital Arts known as Vale Tudo (anything goes) sparked local interest in the sport.
The UFC brought MMA to the world with a concept to have a tournament of the best athletes skilled in the various disciplines of all martial arts.
The goal was to find “the Ultimate Fighting Champion”.
Controversy
The opponents of MMA have leveled numerous arguments against the sport, and under the leadership of Arizona Senator John McCain, quoted as referring to it as “human cock-fighting”, they succeeded in forcing the sport from national pay-per-view carriers, and convinced several states to ban the sport.
The full-contact blend of street brawling and martial arts was forced underground.
The Unified Rules of Mixed Martial Arts Combat, as drafted in New Jersey, and later adopted in Nevada on July 23, 2001 were a welcome change to the sport.
History: Planting The Seed
Open Space For Potential Timeline
Fighting To Keep It Alive
$0
$5
$10
$15
$20
$25
$30
$35
$40
UFC 1 UFC 5 UFC21
UFC40
UFC52
UFC57
UFC58
UFC59
UFC60
UFC66
UFC71
UFC81
Major Events 1995 - 2008
UFC Pay-Per-View Revenue
Source: w w w .mmapayout.com
Rev
enu
e ($
Mill
ion
s)
Let the Branding Begin: Building the Most Valuable Asset
Differentiating the Brand by Differentiating the Leader
MMA Market Share
4%2%2%1%1%
90%
UFC
EliteXc
HD Net
DREAM
YAMMA
StrikeForceSource: w w w .mmapayout.com
Staying on Top: The UFC’s Strategy and our Teams Insight
UFC’s Biggest Threat Competition Maintaining Competitive Advantage through
fBranding
Strengthening the Brand
Repeatable Income Brand Awareness Reality TV
Conclusion
Branding The Octagon
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