Chp. 5 Sports Marketing

Brands

A brand is the name, image, identity, or reputation that helps people recognize and distinguish a company, product, team, or service from others.

Brand image

The way people perceive or think about a brand based on their experiences and what they see or hear about it.

Brand associations

The thoughts, feelings, images, or ideas that people connect with a brand.

Brand identity

How a company wants its brand to be seen and recognized by customers.

Brand building

The process of creating and strengthening a brand so people recognize it, trust it, and develop positive feelings toward it.

Color theory and teams

the use of colors to create certain feelings, emotions, and associations with a sports team or brand.

Special cases in sports branding

Situations where sports branding works differently than normal product branding because sports teams have unique emotional connections with fans.

Brand names

The names used to identify and distinguish a product, company, team, or service from competitors.

Brand marks

A visual symbol, logo, design, or image that identifies a brand without necessarily using words.

Logos and considerations around logos

A logo is a visual design or symbol that represents and identifies a brand.

- Consideration around logos

* Things a brand should think about when creating or changing a logo:

- Simple - Easy to recognize and remember

- Unique - Stands out from competitors

- Meaningful - Represents the team or brand

- Consistent - Works across different products and platforms

- Timeless - Can stay effective for a long time

Ethical issues and considerations

are about making sure marketing decisions are honest, fair, responsible, and do not harm or take advantage of consumers.

Brand leveraging

using an existing, well-known brand to help promote or sell a new product, service, or opportunity.

Brand equity

the value a brand has because people recognize it, trust it, and have positive feelings toward it.

Brand awareness

how well consumers recognize or know about a brand and can identify it when they see or hear its name, logo, or products.

Brand loyalty

when customers consistently choose the same brand because they trust it, like it, or have a strong connection to it.

Brand position

how a brand is viewed in the minds of consumers compared to competing brands.

Brand Extensions

happen when a company uses an existing brand name to introduce a new product in a different category.

Licensing

when a company or organization allows another company to use its brand name, logo, character, or other property in exchange for money (royalties).

Brand alignment

when a brand's image, values, and message match the people, organization, event, or team it is connected with.

CSR (corporate social responsibility)

when a company takes responsibility for its impact on society and the environment by doing things that benefit people, communities, or the planet.