BrandingMay 14, 2012

Branding

Brand – name, word or words, symbol, or design that identifies an organization and its products Customer loyalty Introducing new products

Branding

Brand Name – a word or words, letters, or numbers representing a brand that can be spoken Gatorade Los Angeles Lakers

Trade Name – the legal name of a company Reebok

Branding

Trademark – a device that legally identifies ownership of a registered brand or trade name

Branding Brand Equity – the value a brand has beyond its

actual functional benefits Popular brands create competitive advantages Developed over time

3 Steps Develop the brand in the consumer’s mind as part of a

class of goods Link the product’s brand name to its function and make

some type of emotional connection with the product Help consumers think and feel the way you want them

to regarding your product

Branding

Manufacturer Brand – owned by the producer of the product Multi-product branding Multi-branding Co-branding

Branding

Multi-product Branding Manufacturer uses one name for all its

products Nike – basketball, running, football,

hockey, golf

Branding Multi-branding

Each product in a product line has a distinctive name Proctor and Gamble - Laundry & Fabric Care

• Bounce• Cheer• Downy• Dreft• Era• Febreze• Gain• Ivory• Tide

Branding

Co-branding – combining one or more brand to increase customer loyalty and sales for each product Nike and Apple

Branding

Generic Brand – represents a general product category and does not carry a company or brand name

Developing Brand Names Offer a benefit Be Simple Be Different and Positive Reflect an Image Be Previously Unregistered Make it Last

Branding

Think of a branding idea for your franchise Apparel Equipment Sports Drink

Use SWOT Analysis

www.uspto.gov

Licensing and Merchandising Licensing – an agreement that gives a

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

Licensor – the company or individual granting the license for a free

Licensee – the company or individual paying for the rights to use the licensor’s name or property

Benefits of Licensing

Reinforce Image

Build Team Spirit

Profit

Build Presence through merchandise

Reach a new audience

Publicity

Brandawarene

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Revenue

Sports Organization

Companies

Sponsorships and Endorsements Sponsorships – promotion of a

company in association with a property Giving money to fund a project or

production in exchange for something such as advertising

Endorsement – a statement of approval of a product, service, or idea made by an individual or organization speaking on behalf of the advertiser

Sponsorships and Endorsements Sponsorships

Licensing rights Stadium promotions Product sampling Signage Product sales Billboards Free Tickets

Premium Sponsors Entitlements Facility Entitlements

Endorsements

Sponsorship

Types of Sponsorship Signage Premium Sponsors▪ Entitlements – one major sponsor for an event▪ Facility Entitlements – promotional rights to

an entire stadium (Heinz Field, Target Field)▪ Product Exclusivity – only one product

granted exclusivity (official _____ of…)

Endorsement

Association Not necessarily an association between

product and sport/athlete

Demographic Match

Successful Careers

Image

Promotion

Promotional Mix Advertising Sales Promotion Publicity Personal Selling

Publicity

Public relations – activities that promote the image and communications a company has with its employees, customers, investors, and the public at large Typically free Can be good or bad

Publicity Press Kit – consists of promotional materials

that can be used by the media, such as fact sheets, background information, press releases, and videotapes

Press releases – newsworthy article that provides basic information to answer questions about a subject Answer the 5 W’s Can be proactive or reactive

Advertising

Advertising – the paid promotion of an idea, good, or service by an identified sponsor

Promotional advertising – advertising with the goal of selling the item being promoted

Institutional advertising – advertising with a goal of developing goodwill or a positive image

Advertising

Print Newspaper Magazine Direct Mail Outdoor advertising Station posters Stadium signage

Advertising Broadcast

Radio TV

Direct Marketing Mail Telephone Email

Online Advertising Banner Ads Email Pay for listings on portals

Sales Promotions

Sales Promotion – short-term incentive to get consumers interested in buying a product Coupons and Rebates▪ Offer some type of price reduction or free

merchandise▪ Coupons redeemed at store▪ Rebates redeemed at manufacturer

Sales Promotions

Samples and Premiums▪ Samples = free▪ Premiums = free with purchase of

merchandise

Contests and Sweepstakes▪ Contests require action of some sort▪ Sweepstakes require simply signing up

Sales Promotions

For all promotions, communication is key! Coordination of employees, media, other

businesses, consumers