MKT 361 Branding

Branding through advertising

Sergio Zyman 5 Imagery Controls:
• Trademark Imagery: Creating differentiation by using logos, colors and shapes
• Product Imagery: Focusing on product quality
• Associative Imagery: Focus on who/what is associated
• User Imagery: Who uses the brand/product
• Usage Imagery: What is it like to use the product
• Johnnie Walker Video

Television - Ad Type

Greatest reach and ability to convey message to mass
audience
• Television ratings in decline due to overabundance of
programming, on-demand viewing, and non-broadcast
content
• Growth of streaming platforms

Print Media - Ad Type

• Print media grant the sport marketer a high degree of
control over content.
• Many newspapers and magazines are seeing declining
subscriber bases, decreasing circulations, and decreasing
frequency of printing.

Signage - Ad Type

• Signage includes electronic or printed messages or logos
identifying a sponsor on any number of materials.
• Signage is one of the more visible and common elements
of advertising media in sport, but it must stand out from
clutter.

Advertising Communication System

Source (Nike for example)
• Message (“Just Do It”) —> Channel —> Receiver —> Destination
Will Ferrell Old Milwaukee Ad (played during super bowl but by state not nationwide)

Goals of paid media

• Create awareness
• Communicate information about attributes and benefits
• Develop or change an image or personality
• Associate a brand with feelings and emotions
• Create norm groups
• Precipitate behavior

Paid Media

• Effective communication that spurs a desired action
• Might consist of one consistent marketing message or
multiple marketing messages

Goals of Promotion

Promotion should include the steps in AIDA:
• Increase Awareness
• Attract Interest
• Arouse Debate
• Initiate Action

Promotional forms of Marketing Activity

• Paid media (advertising): paid, sponsored message
conveyed through media
• Earned media (publicity): exposure in media not paid for by
the organization
• Sales: presentation in which seller has an opportunity to
dialogue and persuade the customer
• Sales promotion: variety of activities aimed to drive
product purchase

Promotion definition

• Any activity designed to stimulate interest in, awareness
of, and purchase of a product
• Critical in the positioning of a product in the mind of the
consumer
• Method to convey information about the place, price, and
product

What is Branding?

• The brand name and marks associated with a sport
organization (such as a logo) serve to provide a point of
differentiation from the other sport products that exist in
the marketplace.
• The brand name, logos, marks, and colors of a sport
organization serve as a starting point in the brand
management process.
• Sport brands trigger feelings and attitudes toward a
particular sport product that have been developed through
sport consumption.

BLIP Model

Building Brands

Leveraging Brands

Identifying and Measuring Brands

Protecting Brands

Brand Equity

Defined as “a set of assets and liabilities linked to a brand,
its name and symbol, that add to or subtract from the value
provided by a product or service to a firm and/or that firm’s
customers.”
• When a sport organization is able to achieve a strong
image in the consumer’s mind, it realizes brand equity.

Benefits of Brand Equity

• Less drastic revenue declines when the team loses
• Ability to charge price premiums
• More corporate interest

Developing Brand Equity

The creation of awareness about the brand:
• The ability of a consumer to name the brand’s existence
when its product category is mentioned
The creation of a brand image:
• Combination of different thoughts an individual has about
a brand or how it is perceived by consumers
• Development of unique, strong, and favorable brand
associations

What are Brand Associations

• Brand associations are anything linked in memory to a
brand.
• While winning can assist in developing positive brand
associations among consumers, marketers should focus
their energies on nurturing brand associations in advance
of team performance.

What are sources of brand associations?

• Logo, marks, nickname, and mascot
• Owner
• Players
• Head coaches
• Rivalries
• Entertainment package surrounding the game or event
• Stadium or arena in which a team plays

Word of Caution of Brand Association

While players and coaches can be used
as builders of brand association, they are not permanent
employees of organizations.
• Teams and marketers must build brand associations
beyond a single player or coach and should understand the
brand associations involved with particular individuals.

Brand Associations based on the Benefits of Consumption

• Nostalgic
• Social
• Identification with a team
• Identification with a city

Leveraging Brand Equity

After brand equity is built, brands can take advantage of, or
leverage, their brand by introducing new products to the
marketplace.
• Line extensions
• Brand extensions
• Licensing

What are Line Extensions

• New versions of a product within the same product class
• Example: Callaway Golf developing different golf club lines
using different technologies, different price points, and
targeted at different demographics

What are Brand Extensions

• Use a brand name established in one product class to enter
another product class
• Example: Chicago Bears opening a public fitness center

What is Licensing

• Occurs when a brand grants an outside company the right
to use their intellectual property such as their brand name,
logos, colors, taglines, and mascots to produce new
products.
• Can generate new revenue for sport organizations without
adding risk.

How to Identify and Measure Brands

• Sport organizations should be conducting research to
understand if desired outcomes are being reached.
• Research methods include
• Surveys
• Fan interactions
• Interviews and focus groups

How to Protect the Brand

• Sport organizations should institute policies and
procedures to make sure their brand is presented in a
consistent and positive way.
• Brand guidelines: provide rules on how brand should be
portrayed.
• Legal protection: obtain trademarks and service marks.