Sports Marketing: Branding

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Sports Marketing Branding
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Brand

• The combined impressions and experiences
  associated with the companies goods or services
• Ex Nike Swoosh

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Brand Name

• Word or words, letter or numbers representing a
  brand that can be spoken.
• Example Gatorade, Los Angeles Lakers.
• You cant speak the swoosh!

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Registered Brand Name

• Companies who want to have exclusive rights to
  their brand name will register those names with
  the US Patent and Trademark office in Arlington,
  Virginia.
• When a brand name is registered, it also becomes
  trademarked.
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Trademark

• A device that legally identifies ownership of a
  registered brand or trade name. This only
  applies to America

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Why is Branding Important?

• 1. Branding builds customer loyalty. Customers
  come to expect the same quality from the brands
  they buy or the teams that they watch. Once
  satisfied, they become repeat customers.
•  
• 2. Branding helps companies introduce new
  products.
• Ex Coke Zero, Ranch Doritos
• 3. Branding creates an image for the product
• Ex Polo, Abercrombie, Nike

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Brand Personality

• brand values and emotional connections with the
  consumer
• Ex Yankees Winning Brand Personality
• Air Jordans Cool, Hip Brand Personality

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Brand Equity

• the value a brand has beyond its actual
  functional benefits.
• Consumers are willing to pay a higher price for
  product with brand equity.
• Ex Mercedes, Lexus

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3 Steps towards Brand Equity

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• 1. Develop the brand in the customers mind as
  part of a class of products.
• Example Gatorade is a sports drink.
•  
• 2. Link the products brand name to its function
  and make some type of emotional connection with
  the product.
• Example Gatorade helps athletes to perform
  better in athletic events.
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• 3. Help consumers think and feel the way you want
  them to regarding your product.
• Example Gatorade is the best product of choice
  for successful athletes. 

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Hierarchy of Consumer Brand Purchases

• Brand Recognition Consumer are aware of a brand
  know something about it.
• Brand Preference Consumers would rather have a
  particular brand but will buy something else it
  if is not available
• Brand Loyalty consumers are willing to pass up
  other brand for the one they want most.
• Brand Insistence Consumers absolutely,
  positively want one brand and that brand only.