sports marketing review

Brand

The name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of others.

Brand Identity

The visible elements of a brand, such as colors, design, and logo, that together distinguish it in consumers' minds.

Branding

The process of creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns.

Personal brands

The practice of individuals marketing themselves and their careers as brands.

Trade Name

The name under which a business operates, often the same as the brand name.

7 types of Logos

The various forms of logos, including wordmarks, lettermarks, pictorial marks, abstract logo marks, mascots, combination marks, and emblems.

Trademark

A legally registered name, symbol, or phrase that represents a company or product.

Soundmark

A distinctive sound that is used to identify a brand.

Motionmark

A logo or brand identity that includes motion, often seen in digital media.

Manufactured Brands

Brands that are owned and created by a manufacturer.

Intermediary Brands

Brands created by retailers or distributors that sell goods from manufacturers.

Brand personality

The set of human characteristics associated with a brand.

Multi-product branding

A branding strategy that uses one name for all products in a product class.

Multi branding

A branding strategy that involves giving each product a distinct name.

Brand Extension

Using an existing brand name to launch a new product in a different category.

Co-branding

A marketing partnership between two or more brands for mutual benefit.

Re-branding

The process of changing the corporate image of an organization.

Partial Rebrand vs. Total Rebrand

A partial rebrand involves changing some brand elements, while a total rebrand means a complete overhaul of the brand.

Why a company would want to rebrand: Repositioning

Changing the target market or the perception of the brand in the market.

Why a company would want to rebrand: Expanding

Launching new products or entering new markets.

Why a company would want to rebrand: New vision or philosophy

Aligning the brand's identity with a new strategy or belief system.

Sponsorship

A marketing strategy that involves supporting an event, activity, or organization financially.

Moral Clause

A provision in a contract that allows a party to terminate the agreement based on certain moral criteria.

Licensee

The party that pays for the right to use a brand or trademark.

Licensor

The party that owns the rights to a brand or trademark and grants permission to another party to use it.

Licensing Agreement

A legal contract that outlines the terms and conditions for using a brand or trademark.

Benefits of licensing

Allows for expansion of brand reach and revenue generation without the costs of manufacturing.

Royalty

A payment made to the licensor based on a percentage of sales generated by the licensee.

Infringement

Unauthorized use of a trademark or brand.

Problems with endorsements

Risk of negative publicity if the endorser behaves poorly or does not align with the brand values.

Factors impact endorsement effectiveness

The relevance of the endorser to the product, their credibility, and the alignment with brand values.

Types of brands (manufacturer, intermediary, generic)

Manufactured brands are created by manufacturers, intermediary brands are from retailers, and generic brands have no brand name.

Branding strategies (multi-product branding, multi-branding, co-branding)

Different approaches to branding products under one or multiple brands.

Sponsorship objective

The goal of a sponsorship, such as increasing brand awareness or customer loyalty.

Sponsorship components

The elements that make up a sponsorship deal, including rights, obligations, and financials.

What makes up a licensing agreement

Terms, rights granted, duration, and payment structure related to brand usage.

Why is branding so important?

Branding builds recognition, customer loyalty, and can differentiate a company in a competitive market.

Celebrities as brands

The marketing of celebrities' names, images, or personas as a brand for commercial purposes.

Sponsorship vs. Advertising vs. Endorsements

Sponsorship involves financial support for events, advertising promotes products through paid media, and endorsements are public declarations of support by individuals.

Sponsorship & endorsement objectives

The goals behind these marketing strategies, such as increasing visibility or improving brand image.