Branding & LicensingMrs. Wilson

Ryle High School

Q.O.D.1/5/15

1. List 5 Brand Names you can think ok. Next to each brand, list 2-3 adjectives to describe that brand.

Explain why you chose those words.

Example: Nike fast & confident

2. Are you loyal to a certain brand?

Which one?

Why?

BrandBrand- name, word or words, symbol, or

design that IDs a company and its products

Brand name- words, letters, numbers representing a brand that an be spokenEx. “Gatorade” “Los Angeles Lakers”

Characteristics of a Successful Brand

Positive feelings

Easy to remember & pronounce

Logo is easily recognizable

Consistent with the image of the company

Commercialhttps://www.youtube.com/watch?v=AJv2a7gJD2c

TrademarkTrademark- legal protection of

words and symbols used by a company.Ex.

Why is branding important? Builds customer loyalty

They expect a certain quality product.

PatentsGranted for 20 years through U.S. Patent &

Trademark Office

Protects owner’s product inventions

Most recent patent? Nike just received a patent (8,905,861) for a

recyclable golf ballPatent was filed in 2012 and approved 1/1/15

BrandmarkLegally titled same as a trademark

Sometimes used to ID a specific brand name

Example: Nike (trademark) creates Air Jordan (brand mark).

CopyrightLegal protection of a creator’s intellectual property

or products.

Examples literature, music, films, videogames & art.

Can be registered in the Library of Congress for the life of the author + 70 years.

Example: Jaz-Z all of his work, including singles in Movies are recorded there.

http://id.loc.gov/authorities/names/n97085822.html

Q.O.D.1/6/15

Please describe the difference between a copyright, a trademark and a brand.

Give an example of each.

What is a brand personality? Give an example related to Sports or Entertainment.

Brand Personality

Yankee baseball team has been recognized as an outstanding franchise has won 26 world championships.

They are most winning franchise in pro sports history

Their brand personality is that they are a winning successful franchise and team.

Example: Disney brand is associated with family fun & entertainment.

Another source states the LA Lakers with the highest winning percentage (61%) vs. the Yankees (57%)

Brand EquityBrand Equity- value placed on a brand by

consumers

When a brand becomes very popular, its value becomes a competitive advantage because most consumers = brand with quality

Then, customers are willing to pay a premium price

Nike Lebron

https://www.youtube.com/watch?v=j6y0Q4gHNcM

Free Run Nike

https://www.youtube.com/watch?v=P-xKI66zMXg

https://www.youtube.com/watch?v=4Uugz5Y7u6M&index=3&list=PLDAC24B779BBED703

Types of Brands & Strategies

3 Types of Branding1. Corporate Brand

2. Product Brand

3. Store Brands

1.Corporate represents an entire company or organization

Walt Disney

National Football League

Apple

Brands cont’d. Product Brand represents a particular product

of a company or organizationCall of DutyHarry Potter iPod, iPhone, etc.

Store Brands (Also called private labels) are the products retailers sell as their own brands. Gander Mountain- outdoor sports store, carries

brand name merchandise from Columbia & Carhardt, but also offers many products under the name, “Gander Mountain.”

Brand ExtensionUse of a successful brand name to launch a new

product or service in a new marketCelebrities & athletes. Fragrances, restaurants Jimmy Buffett

MusicianRestaurantsShirtsCups, margaritas, headphones, Furniture

Q.O.D.1/7/15

Give an example of brand extension other than the examples we discussed in class.

Brand ExtensionNot just athletes & celebrities

Biggest Loser- drink mixes, workout DVDs

Adidas- introducted a new line of toiletries (deodorant, after shave, body spray)

Developing a Brand nameOffer a benefit- “Gatorade” came from Florida

Team was known as the “second-half team” because they would would always increase their stamina in the 2nd half of the game.

Be simple- it’s more memorable

Be different, sound positive- Puma, fast cat

Reflect an image (what does your brand say about your company?)-Wheaties is the Breakfast of Champions

Class Assignment

Take a look at the top 20 brands of 2014.

Look at the: 1. value of each company

2. the change in value, if any

3. the amount of money each company spends on advertising.

In your notebook in the Q.O.D. section, write down 10 brands you are most familiar with.

Explain: 1. Why you think this company is on the list

2. Any numbers you were surprised about ($ spend on advertising, etc.)

3. Commercials you recall on the product (Example: A Super Bowl commercial you saw about the product/company)

Does the brand have the following?

Positive feelings

Easy to remember & pronounce

Logo is easily recognizable

Consistent with the image of the company

Q.O.D.1/9/15

What makes a good brand name?

Name 2 “bad” brand names. Explain your answer.

Name 2 “good” brand names. Explain your answer.

LicensingLicensing- an agreement that gives a company

the right to use another’s brand name, patent, or other property for a fee.

Licensor- company giving the licenseExample: NASCAR, NFL, MLB

Licensee- company paying for the rights to use the name or propertyExample: EA sports has rights to put NFL players,

stadiums & teams in its games

3 Ps of Licensing1. Profit- Determine the price points that will

establish higher profit

2. Promotion- merchandise doesn’t sell itself

3. Protection- it is important to copyright or trademark all names, logos, or slogans associated with the product.

Licensing Example

LicensingLicensing Agreement-

Can apply to just about any product you can think ofKey chains, credit cards, video games, toys, apparel

Licensors must be careful, they want to make sure whomever is creating merchandise with their logo/team on it will be a quality product.

The product reflects the company’s image.

Types of LicensingProduct License

Merchandising License- (retail License)

Endorsement License- usually famous person associated with a product) (Ex. Jessica Simpson used ProActiv)

Sponsorship License- ( famous person used to enhance sales)

Q.O.D.1/12/15

What are the 4 main types of licensing? Describe each.

2 Forms of Licensing1. Sponsorships are used by Olympics, MLB, NBA, WNBA, etc. to finance their operations.

Ex. – signs, stadium promotions, product sales, etc.

2. Endorsements statement of approval ( I like this product) of a product, service, or idea made by a person or company speaking on behalf of the advertiser.

Endorser- Tiger Woods

Endorsee- Nike

Licensing AgentsLegal representative that negotiate the terms of

licensing contracts.

Types of SponsorshipsSignage- sponsors can buy signage at a stadium.

During the game, people see that advertisement. Can be on scoreboard, floor, backboards, seats, etc.

Entitlements- 1 major sponsor for an eventEx. – NASCAR signed a 10 yr. agreement with

Nextel, a cell phone servicer to be its title sponsor

Facility Entitlements- company purchases rights to an entire stadium. Ex.- Heinz Field in Pittsburgh, U.S. Bank Arena, Bank

of Kentucky Center @ NKU.

Type of SponsorshipsProduct Exclusivity- only one product in a

product category is granted sponsorship. Ex.- only Coca-Cola is sold at the Red’s stadium.

EndorsementsAssociation- Michael Jordan sells Hanes. (Hanes

has nothing to do with sports, they just think his name alone will sell the product)

Demographic Match- company may choose a person who matches their target marketUse an African American sports figure to sell to an

African American target market

Successful Careers- someone who loses isn’t called to endorse anything. 3 years ago, Tiger Woods had the most endorsements

because of his winning record. Now, not so much.

EndorsementsImage- sell more products when the endorser

has a positive image and is popular