Branding & Athlete Branding Lecture Notes

Vocabulary flashcards summarizing essential branding concepts, athlete-branding dimensions, and sports organizational brand elements from the lecture.

Brand

Any name, term, sign, symbol, design, or combination used to identify a seller’s offerings and distinguish them from competitors.

Branding

The strategic process of creating and managing a brand to achieve differentiation and customer loyalty.

Brand Association

Strong, favorable, and unique mental connections consumers hold about a brand (e.g., Disney = magic, family).

Brand Elements

Tangible pieces—like names, logos, slogans—that represent and help consumers recognize a brand.

Visual Brand Elements

The visible components of a brand such as brand name, logo, slogan, characters, jingles, and packaging.

Brand Name

The spoken part of a brand that can be vocalized (e.g., Coca-Cola, Cheerios).

Logo

A graphic mark or symbol used to promote public identification of a brand (e.g., McDonald’s golden arches).

Slogan

A short phrase that expresses brand positioning or promise (e.g., Nike’s “Just Do It”).

Character (Brand)

A human or animated figure that represents a brand (e.g., M&M’s Yellow Candy).

Jingle

A catchy musical phrase used in advertising to reinforce brand recall (e.g., State Farm’s jingle).

Packaging

The design and appearance of a product’s container, often used as a branding tool (e.g., Apple box, Chipotle foil).

Meaningful (Element Criterion)

A brand element that conveys information or benefits about the product category.

Memorable (Element Criterion)

A brand element that is easily recognized and recalled by consumers.

Likable (Element Criterion)

A brand element that is visually or verbally appealing to the target audience.

Protectable (Element Criterion)

A brand element that can be legally safeguarded from imitation.

Transferable (Element Criterion)

A brand element flexible enough to enter new markets or product categories.

Adaptable (Element Criterion)

A brand element that can be updated over time without losing consumer recognition (e.g., Uber logo changes).

Commodities (Brandable)

Basic goods like salt or bananas that can still gain differentiation through branding (e.g., Chiquita).

Competitive Advantage

An edge gained when branding enables a firm to outperform rivals (e.g., Starbucks charging premium prices).

Market Segmentation (Branding)

Using multiple brands within a portfolio to target different consumer groups (e.g., Gap, Old Navy, Banana Republic).

Risk Reducer

A benefit to consumers who feel less purchase uncertainty because of a trusted brand.

Search Cost Reducer

Branding benefit that lowers time and effort spent evaluating alternatives (e.g., spotting Jif among many peanut butters).

Symbolic Device

A brand’s ability to let consumers express identity or social image (e.g., Supreme streetwear).

Brand Portfolio

A company’s collection of distinct brands serving different segments or needs.

Cannibalization

Sales loss that occurs when multiple similar brands in a portfolio overlap too much, confusing consumers.

Athlete Branding

The public persona of an athlete who creates unique symbolic meaning and value using personal brand elements.

Athletic Performance (Dimension)

How on-field success shapes an athlete’s brand strength (e.g., Tiger Woods’ winning record).

Physical Attractiveness (Dimension)

The influence of an athlete’s looks, style, and body fitness on brand perceptions (e.g., Cristiano Ronaldo).

Marketable Lifestyle (Dimension)

Off-field life aspects that make an athlete appealing to fans and sponsors (e.g., Beckham’s glamour).

Athletic Expertise

Superior skill and achievements that form the core of an athlete’s performance brand.

Style of Competition

The distinctive way an athlete plays (aggressive, flamboyant) contributing to brand identity.

Sportsmanship

Perceived fairness or civility; can positively or negatively color an athlete brand (e.g., Dennis Rodman’s ‘bad boy’).

Rivalry

A competitive pairing that enhances brand narratives (e.g., Nadal vs. Federer).

Symbol (Athlete)

Personal style items—fashion, signature colors—that express an athlete’s character.

Body Fitness

Physical conditioning attributes contributing to attractiveness and brand (e.g., muscular physique).

Life Story

Narrative of personal background or adversity that adds emotional meaning to a brand (e.g., Lance Armstrong’s cancer comeback).

Role Model

An athlete whose virtuous actions inspire fans, strengthening brand appeal.

Relationship Effort

Athlete’s proactive engagement with fans (photos, autographs) to build loyalty.

Organizational Branding (Sport)

Using names, logos, colors, mascots, etc., to differentiate a sports entity from rivals.

Brand Loyalty

A consumer’s repeat purchasing or engagement due to strong brand preference.

Mascot

A person, animal, or object serving as a team’s playful brand ambassador (e.g., Philly Phanatic).

Stadium/Building

A distinctive venue that embodies a team’s brand (e.g., Wrigley Field’s ivy walls).

Ritual (Sport)

Traditional fan or team actions that symbolize identity (e.g., All Blacks’ haka).

Uniform

Team apparel whose colors and design become iconic brand identifiers (e.g., Yankees pinstripes).

Product (Flagship)

A standout good that epitomizes a brand (e.g., Apple iPhone for Apple).