Sports Marketing Exam 2

Brand elements

Name, logo, colors, symbols, and slogans used to represent a brand

Brand identification

Ability for consumers to recognize a brand

Brand differentiation

Ability to distinguish a brand from competitors

Sport brands (nature)

Experiential and emotional; fans form deep psychological connections

Brand equity

Value added to a product based on consumer perceptions

Brand equity - Revenue Stability

Strong brands experience less revenue decline when performance is poor

Brand equity - price premium

Ability to charge higher prices

Brand equity - Corporate interest

Attracts sponsors and partnerships

Brand awareness

Level of familiarity consumers have with a brand

Brand image

Perceptions and associations linked to a brand

Brand associations

Thoughts, feelings, and connections consumers link to a brand

Sources of brand associations

Players, team success, logo, stadium, rivalries, media, experience

Product related associations

Performance, players, and team success

Non product associations

Logo, colors, stadium, tradition

Organizational associations

Ownership and management

Experience associations

Game attendance and fan experience

Nostalgia

Emotional connection based on past memories

Socialization

Connecting with others through sport

Identification

Feeling personally connected to a team

Rebranding

Changing brand identity elements such as name or logo

Rebranding - poor image

Fix negative perceptions

Rebranding - new ownership

reflect new leadership

Rebranding - new market

attract a different audience

Rebranding - revenue growth

Increase interest and sales

Brand equity (reading 5)

Value of a brand based on perception and loyalty

Aaker dimensions

Perceived quality, brand awareness, brand associations, brand loyalty

Brand equity model

Antecedents → Brand equity → Consequences

Perceived quality

Consumers judgement of pro

Antecedents - Perceived Quality (wins)

Team success signals quality

Antecedents - Perceived Quality (head coach)

Credible coach improves perceived quality

Antecedents - Perceived Quality (star player)

Talent increases perceived quality

Antecedents - Perceived Quality (reputation/tradition)

Strong history improves perception

Antecedents - Perceived Quality (conference/schedule(

Tough competition signals quality

Antecedents - Perceived Quality (product delivery)

game experience influences perceived quality

Antecedents - Perceived Quality (media coverage)

Exposure enhances perceived performance

Antecedents - Perceived Quality (geographic location)

Location can influence perception

Antecedents - Perceived Quality (competitive forces)

Strong competition can reduce dominance perception

Consequences (As a result of something positive happening) - Perceived Quality (national media exposure)

high-quality teams receive more coverage

Consequences (As a result of something positive happening) - Perceived Quality (merchandise sales)

Better teams sell more merchandise

Consequences (As a result of something positive happening) - Perceived Quality (ticket sales)

Stronger brands attract higher attendance

Consequences (As a result of something positive happening) - Perceived Quality (atmosphere)

quality teams create better environments

Brand awareness

ability of consumers to recognize and recall a team

Antecedents - brand awareness (wins)

Success draws attention

Antecedents - brand awareness (media coverage)

TV/radio exposure increases awareness

Antecedents - brand awareness (star player)

star athletes generate attention

Antecedents - brand awareness (conference exposure)

Strong conferences boost visibility

Antecedents - brand awareness (product delivery)

Promotions/events increase awareness

Consequences (As a result of something positive happening) - Brand awareness (national media exposure)

more exposure increases recognition

Consequences (As a result of something positive happening) - Brand awareness (merchandise

logos/products spread awareness

Consequences (As a result of something positive happening) - Brand awareness (corporate support)

Sponsors increase visibility

Brand associations

Anything a consumer takes away from the sports experience

Antecedents - brand associations (experiential benefits)

Game experience creates emotional connections

Antecedents - brand associations (symbolic benefits)

identity and belonging

Antecedents - brand associations (fan support)

emotional attachment to team

Antecedents - brand associations (conference affiliation)

playing strong teams enhances experiene

Antecedents - brand associations (tradition/reputation)

academic and athletic reputation

Consequences (As a result of something positive happening) - Brand associations (merchandise sales)

Fans display identity

Consequences (As a result of something positive happening) - Brand associations (donations)

desire to affiliate financially

Consequences (As a result of something positive happening) - Brand associations (corporate support)

Association with major brands

Consequences (As a result of something positive happening) - Brand associations (atmosphere)

Stronger emotional environment

Brand loyalty

Commitment to repeatedly support a team

Antecedents - Brand loyalty (satisfaction)

Positive experiences increase repeat behavior

Antecedents - Brand loyalty (identification)

Emotional connection drives loyalty

Antecedents - Brand loyalty (media exposure)

keeps fans engaged

Antecedents - Brand loyalty (product delivery)

better experiences build loyalty

Antecedents - Brand loyalty (traditions)

rituals strengthen attachment

Consequences (As a result of something positive happening) - Brand loyalty (repeat purchases)

Continued ticket buying

Consequences (As a result of something positive happening) - Brand loyalty (donations)

Financial commitment from fans

Consequences (As a result of something positive happening) - Brand loyalty (merchandise)

Continued support

Consequences (As a result of something positive happening) - Brand loyalty (atmosphere)

Loyal fans improve the environment

Promotion

Communication used to inform, persuade, and remind consumers

Advertising

Paid, controlled media

Publicity

Free media exposure

Sales promotion

Short-term incentives

Personal selling

Direct interaction

AIDA

• Awareness

• Interest

• Desire

• Action

AIDA

Awareness - Consumer becomes aware

AIDA

Interest - Consumer becomes interested

AIDA

Desire- Consumer wants product

AIDA

Action - consumer purchases

Promotional goal

objective of campaign

Promotional resources

Budget and staff

Promotion future impact

Long-term brand effects

Advertising media - Electronic media

TV, radio, streaming

Advertising media - Signage

In-venue ads

Advertising media - Print media

Newspapers/magazines

Advertising media - Out-of-home advertising

billboards/transit

Sales promotions -

Sales promotions - non-price promotion

giveaways/experience

Sales promotions - cherry picking

consumers only attend for deals

Frequency Escalator - Light Users

Need awareness

Frequency Escalator - Medium Users

Need incentives

Frequency Escalator - Heavy Users

Need loyalty rewards

Promotion timing study

Examines how timing affects attendance

Special pricing

Discount tickets

Special features

Events like fireworks or concerts

Dependent variable

Game attendance

Independent variable

Promotions, timing, opponent

stacking effect

Combining factors increases impact

Sales (sport)

Matching consumer needs with product