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Branding
Richard BerryHead of Creative Design
Branding
Advantages Attributes Management Equity
Advantages
Premium pricing Customer volume Repeat purchases Trade efficiencies
Attributes
Image Corporate identity Reputation
Management
Architecture Stretch/extension Dilution Compliance
– Templates– Typography– Colours
Equity
“A set of assets and liabilities linked to a brand’s name that add or subtract from the value provided by a product or service to a firm and/or that firm’s customers.”
Aaker (1998)
Sponsorship Activation
Richard BerryHead of Creative Design
Sponsorship
Properties Rights Activation Evaluation
Activation
Objectives Public Relations Advertising Direct marketing Events Merchandising Endorsement
Evaluation
“Eyeball exposure” Sales Compare relative ROI Profile
Hierarchy of events
Awareness of a sponsorship or event Recognition of brand’s involvement, and
message the brand communicates through the sponsorship or event
Message positively affects buyers’ perceptions and attitudes towards the brand
Success factors
Engaged fans involved in product category Substantial budget for
activation/promotion Clear message to a target market
responsive to the brand Link between product and property
Rights
Naming rights (competition)– Carnegie Challenge Cup– Carnegie World Club Challenge– Carnegie Champion Schools– Carnegie Champion Colleges– Carnegie Great Student Run– Carnegie Floodlit Nines– Addis 2008 presented by Carnegie
Rights
Naming rights (teams)– Yorkshire Carnegie (cricket)– Leeds Carnegie Ladies (football)
Secondary sponsors– Leeds Rhinos (rugby league)– Leeds Carnegie (rugby union)
Naming rights (venues)– Headingley Carnegie Stadium
• Carnegie Stand• Carnegie Pavilion
Carnegie Challenge Cup
Richard BerryHead of Creative Design
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