Branding in the Sports & Entertainment Industry

These flashcards cover key concepts related to branding within the sports and entertainment industry, focusing on vocabulary and definitions derived from lecture notes.

Brand equity

The value of a brand based on brand loyalty, name awareness, and perceived quality.

Brand extension

A business practice where a professional sports team opens a merchandise store.

Product brand

Classic Coke® is an example of this type of brand.

Successful brand characteristics

Competitiveness, innovativeness, uniqueness, and consistency are key to successful branding.

Licensor

The professional baseball team that sells its brand to a beverage company for logo usage.