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Position product/services to acquire desired business image

Explain the nature of sport/event BRANDING

What is a BRAND?

All the combined impressions and experiences associated with a particular person, company

organization, or product.

Define the terms Brand Awareness & Brand Image

• Brand awareness • Recognition among the public

• Extent to which a brand is correctly associated with a particular product.

• Expressed usually as a percentage of target market• The primary goal of advertising in the early months or years of a

product's introduction.

• Brand image • Consumer’s beliefs about the company and/or products.

• Quality, price, and value may affect a brand’s image.

Define the termsBrand Equity & Brand Loyalty

• Brand equity – Positive feelings toward a brand that accumulate over

time when customer’s expectations are consistently met• A highly recognizable brand has a high level of brand equity. • Brand equity is an intangible perception or memory.

• Brand loyalty – The extent of the faithfulness of consumers to a particular

brand• expressed through their repeat purchases, regardless of the

marketing pressure generated by the competing brands.

Brand awareness, equity, loyalty OR Image??

The team name, mascot and logo are importantelements that a SEM organization uses toCREATE and MAINTAIN:??????????????

BRAND AWARENESSThe distribution of licensed sports apparel is aneffective way to create team: ??????????

BRAND AWARENESS= Recognition to the public!

Brand awareness, equity, loyalty OR Image??

Performance, coaches and star athletes are team-related factors that affect: ??????????

BRAND EQUITY

Describe the purposes of branding in sport/event marketing.

• Branding aims to establish a significant and differentiated presence in the market

• Branding attracts and retains customer loyalty

• Branding will encourage customers to pay a higher price for goods and services

Describe the purposes of branding in sport/event marketing.

• Branding simplifies the ability to distinguish products from a wide range of competing products

• Branding allows transfer of the brand to new products including licensed products

Explain the Branding process

1. Analysis of your current assets (SWOT analysis)

Internal

External

Strengths Weaknesses

Opportunities Threats

Explain the Branding process

2. How do consumers perceive your product? • This will provide a picture for the brand image required

3. Determine your brand awareness with consumers

4. Implement a Marketing Mix plan for your product

Discuss factors that influence a sport’s/event’s brand image.

• Price – Low, middle or high

• Quality – Low, middle or high

• Value – Low, middle or high

• Performance– Win, lose, tradition

Describe categories of factors that contribute impact brand equity of a sport/event

• Team-related – Star athletes– Popular and successful coaches– Performance – short or long term

• Organization-related– Tradition, reputation & strength of schedule– Scandals – recent or past– Public Relations – responsiveness & type

• Market-related over time– Population & economic changes – up or down– Fan loyalty due to athletes, coaches and/or performance

Explain how sport/event marketers can use product extensions/merchandise to build brand equity

• Variety of products• Importance to consumers

Explain the consequences of establishing positive brand equity for a sports/event

• Attendance increases• Increased sales and consumer loyalty

Discuss factors that create BRAND LOYALTY

• Entertainment value• Authenticity• Fan bonding• History• Tradition• Performance• Athletes, coaches, owners

Explain the use of LICENSING in sport/event marketing

Trademarked Property

- Foundation for the licensing process- All teams and sports events MUST copyright

their names, logos, slogans and graphics to LEAGALLY PROTECT them

- Not doing so would allow other companies to use a name and logo without permission.

- Without a trademark- a company CANNOT make money from licensing

Explain the relationship between trademarks and licensing.

• Trademark is a word, phrase, symbol, logo or design that identifies and distinguishes the company from others. • A trademark has legal protection through the United

States Patent and Trademark Office• Any entity wishing to protect their trademarks must

register the trademark and post the designated symbol next to the item they wish to protect

• It is these trademarks that licensees wish to use

Define the terms Licensing, Licensor & Licensee.

• Licensing

• is the permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called a royalty

• Licensor

• is the rights-holder of the name, logo, or trademark• NASCAR, Panthers

• Licensee• is the company paying for the permission to use the

name, logo, or trademark. • Nike and Reebok

Define Sports Licensing

• Sports licensing – is a contractual agreement by which a sports team, athlete

or organization gives a company a license to use its name, logo or trademark on the company’s products. • The company gaining the rights is known as the licensee and the

sports body is the licensor

– Licensing a sports product gives an opportunity to reach a market of sports fans that could be local, national or global, depending on the sports body. • With global retail sales of sports merchandise estimated at $17.51

billion in 2009, according to EPM Communications, sports licensing could be the factor between success or failure

Sports Licensing

• One of the top four revenue producers in the licensing world

• In the U.S., the business is dominated by the five major sports leagues – NFL, MLB, NBA, NASCAR and NHL

• Other significant licensing campaigns:– NCAA – Over 300 colleges/universities in the U.S. are involved in

collegiate licensing, marketing their rights primarily to the apparel market

Process of Licensing

Estimated Licensing Revenues (2007)

Property Type Est. Licensing Revenue (in millions)

Art $175

Character (Entertainment, TV, Movie) $2,710

Collegiate $201Fashion $810Music $125

Non-profit (Museum, Charities) $43

Sports (Leagues, Individuals) $815

Trademarks/Brands $1,060Publishing $41

Other $9

Explain the use of LICENSING in SEM

Continued…

Types of Sports License Agreements

1. Brand licensing • Process of creating and managing contracts between the

owner of a brand/ licensor (Carolina Panthers) and a company or individual who wants to use the brand in association with a product/ licensee (NIKE)

2. Sponsorship• Supporting an event, activity or organization by providing

money or other resources that is of value to the sponsored event• Usually in return for advertising for the event• Business, individuals or organizations can sponsor events

3. Endorsement• Athletes go into contracts with companies to promote

their product by “tying” their name to it.

Licensing vs. BrandingLicensing Agreement Branding

•Licensing agreement authorizes a company (licensee) which markets a product to lease or rent a brand from a brand owner (licensor) who operates a licensing program •Licensing enables companies whose brands have brand loyalty to unlock a brand's value and satisfy existing demand

•The brand or its legal term, trademark, affixed to the product helps the consumer understand where it was manufactured or produced•Trademark simply states “I made this”•From the brand owner's perspective, it distinguishes the products or services from those of its competitors

Arrangement to license a brand requires a licensing agreement

License vs. SponsorshipTrademark License Sponsorship

•Underpins all merchandising

•Defines the relationship between the owner of a trademark (licensor) and the producer of the goods or services to which the mark is to be affixed (the licensee)

•Licensors are not involved in the manufacturing of the products, for their reputation’s sake they must ensure that licensees maintain the quality of the product bearing their trademark

•Companies seeking to promote their brand, build their brand awareness and brand image often team up with a sporting organization or associate themselves closely with a sporting event

•This offers them massive exposure as the millions of fans and viewers who tune into sports events across the globe see the brands in question many hundreds of times

License vs. EndorsementsTrademark License Endorsement

•Underpins all merchandising

•Defines the relationship between the owner of a trademark (licensor) and the producer of the goods or services to which the mark is to be affixed (the licensee)

•Licensors are not involved in the manufacturing of the products, for their reputation’s sake they must ensure that licensees maintain the quality of the product bearing their trademark

•One constant in the advertising world is companies hiring athletes and sports celebrities to endorse/promote their products•The reason is simple – nothing sells a product like a sports celebrity endorsement•Athletes and sports celebrities appeal to all advertising demographics, and especially to the key younger demographics.•Boost your company’s prestige and as a means for branding your company as a very successful one.

• Derek Jeter and Gilette • Cam Newton and Under Armour • Blake Griffin and Subway

Explain the use of LICENSING in sport/event marketing

Continued…

Recall…..

• What is a license?

• What is a licensor?

• What is a licensee?

Licensor’s Compensation

• Licensed products are manufactured by licensees governed by a contractual agreement (license) with a licensor

• Licensee must gain approval from licensor for any products produced

• Additionally, they may also agree on payment with product, advertising, etc. as specified by the contract agreement

• Royalties:– Percentage of actual sales– Once the guarantee is paid off- LICENSORS start receiving royalties– Typically between 5% and 15% of sales

Licensor Benefits

• Enhanced brand image and publicity• Increased profit from royalties• Increased brand awareness or recognition• Increased opportunity for penetrating new markets

(especially international) or enhancing existing markets• Increased revenues from sales as a result of brand awareness

and expansion of new markets or enhancement of existing markets

• Limited manufacturing costs or risks

Royalties

Licensor Risks

• Potential for poor quality of a licensee’s manufactured products– Directly affects BRAND IMAGE

• Partial giving-up of control over the marketing mix of the brand

Licensee Benefits

• Existing brand awareness or recognition• Lower advertising and promotional costs• Increased possibility of success and profitability• Connection with an athlete, sports team, entertainer, or

corporation• Greater chance of major retailers accepting distribution of

your products• International success is probable because sports are

universally appealing

Licensee Risks

• Athlete, entertainer, or corporation may become involved in a scandal or lose popularity.

• Sports teams may suffer losing season(s).• Change in styles, trends, and consumer preferences.• Royalties and licensing fees can be expensive.• Manufacturing costs and risks.• Competition (un-licensed) can drive up costs

associated with licensing fees and royalties and negatively impact market share

International Licensing

• Sports Marketers have an advantage over other types of licensors in the International Marketplace because…..– UNIVERSAL APPEAL of sports– Growth of international participation and

spectators of sports in general makes international licensing in SEM NECESSARY.

Explain the role of ENDORSEMENTS in SEM

Endorsements

• Endorsement is an action made by a celebrity or well-known person as follows:• Testimonial (statement or advertisement), by a user of the

product proclaiming the product’s benefits• Appearance (association), is an action whereby the

endorser appears at an event. The celebrity does not have to do or say anything but consumers believe they like the product

Endorsements

• Endorsements are advantageous to a company in the same manner as licensing but also have the same disadvantages

• Endorsements are legal and binding contracts and the company and celebrity must adhere to the details

Ways Celebrities can Endorse Products

• Product endorsement campaigns

• Use the product publicly when possible

• Allow their name to be used on products

• Written or verbal testimonials

• Allow use of their photo with or on the product in advertising

and packaging

When Celebrity Endorsements can be BENEFICIAL to a Brand

• Nothing sells a product like a celebrity endorsement

• Athletes and celebrities appeal to all advertising demographics• Especially to the key younger demographics.

• INCREASE your company’s brand image, awareness, equity and loyalty

When Celebrity Endorsements can be HARMFUL to a brand

• When the celebrity:– Loses popularity with the target audience– Gets into trouble• Tiger Woods• Michael Vick

– May be injured and/or retire BEFORE the endorsement contract term is over

So Why do Businesses use Celebrity Endorsements?

• Nothing sells a product like a celebrity endorsement

• Athletes and celebrities appeal to all advertising demographics• Especially to the key younger demographics.

• INCREASE your company’s brand image, awareness, equity and loyalty

Legal Considerations for Celebrity Endorsements

• 2009: The Federal Trade Commission(FTC) revised and approved what is often referred to as “The Guides”– Practical tips to advertisers and the talent they hire on the lawful use of

celebrity endorsements

– Advice on when financial ties between advertisers and celebrities must be

disclosed

– Must reflect the honest opinion or experience of the endorser and remain the

same

– If the audience would reasonably expect that a financial connection exists,

disclosure is unnecessary

Legal Considerations Example

• A tennis star appears in ads for a line of polo shirts. – It’s unlikely that the terms of their endorsement contract would have

to be disclosed because most people would expect they were paid for that kind of deal

• Now they are a guest on a morning talk show. – When asked about recent victories, they credit them to a laser vision

correction procedure at a certain clinic. – The athlete doesn’t disclose their contractual deal with the clinic that

requires her to speak publicly about her surgery. – Viewers might not realize that a celebrity discussing a medical

procedure in a TV interview had been paid to tout the clinic. – The endorsement is likely deceptive without a clear and conspicuous

disclosure

Explain the use of NAMING RIGHTS in SEM

Define the term naming rights.

• Naming rights - are a financial transaction and form of advertising (sponsorship) whereby a corporation or other entity purchases the right to name a facility or event, typically for a defined period of time.

• For properties like a multi-purpose arena, performing arts venue or an athletic field, the term ranges from three to 20 years.

• Longer terms are more common for higher profile venues such as a professional sports facility.

• Key players in a naming rights sponsorship are:– Sport teams/owners – venue owners – corporations

• Buyer/sponsor/corporation: – Exclusivity at a marketing venue– Maximize promotion of products and services – Promote customer retention and or increase

market share– Can be a good public relations plan for community– This can be very expensive and may not be your

target market– Team may have losing season or lose popularity

Explain advantages/disadvantages for teams/events selling corporations naming rights.

Explain advantages/disadvantages for teams/events selling corporations naming rights.

• Seller/venue: • Increases revenue and public awareness of venue • A means to pay for construction or maintenance

costs at the venue• Good public relations in gaining corporation support

within a community• Most naming right deals involve suite purchase too• Venue must be protective of it’s target market and

sign with correct corporation• Corporate entity could go bankrupt, engage in

fraudulent activities or be purchased