Sports Marketing - Branding

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Sports Marketing - Branding

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NASCAR history

• Millions of fans support drivers 72 loyalty to
  drivers sponsor (brands)
• Sponsorship money
• 1970s, R.J. Reynolds, Winston Cup

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New Sponsor-Sprint/Nextel

• 2004
• No government restrictionsfamilies
• Kiosks with new phones

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Groups

• In what way are NASCAR fans considered loyal?
• Why did NASCAR need to find a new title
  sponsorship?
• What market is NASCAR trying to reach? Why is
  this important?

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What is a Brand?

• Name, words, symbol or design that identifies an
  organization and its products

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Brand Name

• A word, letters, or s representing a brand that
  can be spoken.

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Look familiar?
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Trademark-making it legal

• Register with U.S. Patent and Trademark Office
• Legally identifies ownership

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Brand Personality
Winning
Fighting
Traditional, timeless
Cool, stylish
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Strategies for Developing a Good Brand Name

• Offer a Benefit
• Be simple
• Simple is more memorable- Nike
• Be different and positive
• Distinctive- Puma
• Reflect an image
• Say something about the product -Wheaties,
  Breakfast of Champions
• Be unregistered

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Brand Equity

• Value a brand has beyond its actual functional
  benefits, piece of mind
• More popular a brand, more value it has
• Equate the product with quality
• Thus, consumers will pay a higher price

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Sports teams brand equity

• 1. Develop the brand in the consumers mind as a
  certain product
• Minnesota Twins are a pro baseball team
• 2. Link the products brand name to an emotional
  connection
• Twins fans think positively about the team and
  its players

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• 3. Help consumers feel the way you want them to
  feel about your product
• Twins fans stick with their team through good
  and bad seasons because of the bond they have
  with the team

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Co-Branding

• Using multiple brand names on a single product
• They combine to increase customer loyalty and
  sales
• They should compliment each other

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Examples

• AT T Universal Mastercard
• Eddie Bauer edition of the Ford Explorer
• Coach edition of the Lexus ES series
• Pillsbury brownies w/ Nestle chocolate
• Braun/Oral-B Plaque Remover
• Lays potato chips w/KC Masterpiece BBQ sauce
• Disney and Mattel
• General Mills Caribou flavored granola bars
• Zippo giftpack with a Leatherman tool

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• PPT
• Nascar-groups
• After brand personality Gatorade handout
• Go to slide 11Strategies