copyright © 2009 nelson education ltd. all rights reserved. branding in sport chapter 7

Copyright © 2009 Nelson Education Ltd. All rights reserved.

Branding in SportBranding in Sport

Chapter 7 Chapter 7

2Copyright © 2009 Nelson Education Ltd. All rights reserved.

OBJECTIVESOBJECTIVES

• To appreciate the role of branding in sport.To appreciate the role of branding in sport.

• To understand and apply the concept of brand equity in the To understand and apply the concept of brand equity in the sport settings.sport settings.

• To understand the role of brand management in sport.To understand the role of brand management in sport.

• To appreciate the consequences of strong brand equity.To appreciate the consequences of strong brand equity.


BRANDBRAND

BrandBrand

The name, logo or other outward symbol that distinguishes a product or The name, logo or other outward symbol that distinguishes a product or service from others in its category.service from others in its category.

Branding

Creating a brand with an image that perfectly matches the image that Creating a brand with an image that perfectly matches the image that the target market(s) seeks association with.the target market(s) seeks association with.


BRANDING IN SPORT:BRANDING IN SPORT:

Brand Equity:Brand Equity:

1.1. Brand AwarenessBrand Awareness

2.2. Perceived QualityPerceived Quality

3.3. Brand Association Brand Association

4.4. Brand LoyaltyBrand Loyalty


BRANDING IN SPORTBRANDING IN SPORT

Brand Awareness:Brand Awareness:

• Increases the likelihood that a brand will be considered by Increases the likelihood that a brand will be considered by consumersconsumers

• Affects the decisions about brands in the product category or Affects the decisions about brands in the product category or consideration setconsideration set

• Influences the development and depth of brand associationsInfluences the development and depth of brand associations


BRAND LOYALTYBRAND LOYALTY

Four proven ways to build and sustain brand loyalty:Four proven ways to build and sustain brand loyalty:

1.1. Make the brand live up to the customers’ expectationsMake the brand live up to the customers’ expectations

2.2. Build innovation into current products as often as possibleBuild innovation into current products as often as possible

3.3. Design loyalty-building programs into marketing activitiesDesign loyalty-building programs into marketing activities

4.4. Invest in marketing support to strengthen the brand identityInvest in marketing support to strengthen the brand identity



Conceptual Framework of Team Sport Brand Equity:Conceptual Framework of Team Sport Brand Equity:

Prior to reaching brand equity, a team (head coach, star player), an Prior to reaching brand equity, a team (head coach, star player), an organization (tradition, logo) and a market (media coverage, location) organization (tradition, logo) and a market (media coverage, location) must be in place.must be in place.



Conceptual Framework of Team Sport Brand Equity: Conceptual Framework of Team Sport Brand Equity: Brand equity leads to six forms of marketplace Brand equity leads to six forms of marketplace consequences:consequences:

• National media exposureNational media exposure• MerchandiseMerchandise• DonationsDonations• Corporate supportCorporate support• AtmosphereAtmosphere• Ticket salesTicket sales


BRAND MANAGEMENT

Brand ManagementBrand Management

Strategic implementation of all aspects of the brand, aligning all of Strategic implementation of all aspects of the brand, aligning all of the brand’s attributes for maximum effectiveness and ensuring that the brand’s attributes for maximum effectiveness and ensuring that no organization action compromises the brand.no organization action compromises the brand.

copyright © 2009 nelson education ltd. all rights reserved. branding in sport chapter 7

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