Professional Documents
Culture Documents
Lesson 6.1 - Slides-Branding
Lesson 6.1 - Slides-Branding
Lesson 6.1 - Slides-Branding
Branding
Branding describes a
Branding: company’s or event’s
efforts to develop a
The use of a name, personality and make its
design, symbol, or a products or services
combination of those different from the
elements that a sports competition
organization uses to
help differentiate its Events are often branded
products from the to aide in marketing
competition efforts
Branding & Licensing
LESSON 6.1
Branding Mechanisms
Branding Efforts Often Include the Use Of:
Slogan
Brand Mark
Logo
Trademark
Graphics
Branding & Licensing
LESSON 6.1
Branding
Trademark:
SLOGANS
When a brand name or A device that legally
trade name is registered, identifies ownership of
it also becomes a a registered brand or
trademark trade name
Branding & Licensing
LESSON 6.1
Trademark
Branding & Licensing
LESSON 6.1
Branding
Branding
A federal appeals
court ruled in 2013
that video game
maker Electronic Arts
must face legal
claims by college
players that they
unfairly used athlete
images without
permission and/or
compensation
Branding & Licensing
LESSON 6.1
Branding
Trademark
According to the Oregonian: “Adidas is well known for
aggressively guarding the logo it's used for more than
55 years. It has pursued at least 325 infringement
matters in the United States, including 35 lawsuits and
45 settlement agreements, according to court
records.”
Radii
ADIDAS
Branding & Licensing
LESSON 6.1
Trademark
In 2012, Rawlings filed suit against rival manufacturer
Wilson, over the glove Wilson supplied to Cincinnati
Reds star, Brandon Phillips citing the "metallic gold-
colored webbing, stitching and lettering" design on the
glove as copyright infringement (Rawlings owns the
trademark to the term “gold glove”)
Branding & Licensing
LESSON 6.1
Trademark
Since 1967, Chapman High School in Kansas had been
referring to its sports teams as the “Fighting Irish” and
featuring a mascot bearing a similar resemblance to
the fighting leprechaun logo used by the University of
Notre Dame.
Branding
Characteristics of a successful brand include:
Branding
Brand Building
Brand awareness
Brand image
Brand equity
Brand loyalty
Branding & Licensing
LESSON 6.1
Branding
Brand Awareness
Branding
Branding
Branding
Brand Awareness
Brand Awareness
Brand loyalty is a critical factor influencing the concept
of fandom, the higher the level of brand loyalty, the
greater likelihood of an increased level of intensity in
fandom.
Branding
Event branding opportunities may include
Sponsorship Opportunities
Merchandising Opportunities
Hospitality
Branding & Licensing
LESSON 6.1
Event Branding
Naming Rights
Event Branding
Promotions & Co-Promotions
Event Branding
Sponsorship opportunities and
presenting rights
Event Branding
Merchandising Opportunities
Event Branding
Hospitality
Branding
Forms of Branding
Corporate Brand
Product Brand
Store Brand
Branding & Licensing
LESSON 6.1
Branding
Apple
Branding & Licensing
LESSON 6.1
Branding
Branding
Branding
Branding in
sports and entertainment business
Branding
Branding provides a unique means for product
differentiation in that individuals (athletes, actors,
musicians) can have a tremendous impact on sales
Branding
Branding
Branding
Musician Jimmy Buffett’s list of brand extensions is
expansive; from restaurants (Margaritaville cafes)
and footwear (Sole of the Tropics flip-flops) to his
own radio station on Sirius and a complete line of
Margaritaville-branded food and beverages
Branding & Licensing
LESSON 6.1
Branding
Branding
Branding
The entire Pirates of the Caribbean film franchise is
an extension of a Disney brand (originally a theme
park ride) that has been around for years and the
films have now made nearly $3 billion at the box
office (that is the booty from the films alone, not
including licensed merchandise sales, which range
from Halloween costumes to nail polish to lamps)
Branding & Licensing
LESSON 6.1
Branding
Importance of a Strong Brand
Branding
The Harry Potter brand continues to enjoy
unparalleled success, even while the global economy
continues to sputter. With the release of the last of
the Potter film in 2011, estimates place the value of
the Potter brand to be somewhere in the
neighborhood of a remarkable $15 billion.
Branding & Licensing
LESSON 6.1
Branding
Branding
Re-establishing brand position and
strengthening the brand is a critical component
for maintaining a strong brand
Branding
Re-branding requires careful planning and
exceptional attention to detail
According to the Charlotte Observer, Charlotte’s
rebranding effort cost the franchise nearly $3 million but
has resulted in an immediate uptick in sales, with an
increase of 59% in new ticket sales and a significant
boost in sponsorship and merchandise sales
Branding & Licensing
LESSON 6.1
Branding
Branding
In 2012, Reebok and Marvel partnered to launch a
limited edition sneaker collaboration featuring shoes
inspired by some of the most popular characters in
the Marvel Universe (including Wolverine, Spider-
Man and Captain America among others). The co-
branded kicks were available online and through
Foot Locker retail stores.
Branding & Licensing
LESSON 6.1
Branding
The Sports Business Journal reported a co-branding
arrangement between Mountain Dew and 7-Eleven in
which they filmed several commercial spots featuring
some of the soda brand’s athletes, including skater
Paul Rodriguez, snowboarder Danny Davis and skater
Keelan Dadd. PepsiCo and 7-Eleven will share the
production costs for the spot, which will run during
coverage of the 2013 Dew Tour.
Branding & Licensing
LESSON 6.1
Top Brands
A brand analyst and strategy company (Millward
Brown Optimor) annually ranks the world's most
powerful brands measured by their dollar value
1. Apple 6. AT&T
2. Google 7. Microsoft
3. IBM 8. Marlboro
4. McDonald’s 9. VISA
Top Brands
Top sports/entertainment industry related
brands of 2013 according to Millward Brown
Optimor’s annual rankings
1. Apple
7. Microsoft
14. Amazon
28. Disney
56. Nike