Bell Ringer

BRO Time:On the front of your graphic organizer, answer the following BRO Time Questions using the textbook:In your own words define the term brandUsing the graphic organizer, fill in the circles stemming from the word brand with four words that describe the marketing termOn the back of your graphic organizer, answer the following questionsHow many brands are you wearing or carrying with you today in class?Of the many brands that you wear, what is your favorite brand and why?

Make sure to put your name on your BRO Time and turn it in to Ms. Guerrero when youre done

Sports BrandingSports and Entertainment MarketingName that Sports Brand

Name that Sports Brand

Name that Sports Brand

Name that Sports Brand

Name that Sports Brand

Name that Sports Brand

Name that Sports Brand

What is Branding?Branda name, term, design, symbol, or combination of these elements that identifies a product and distinguishes it from its competitors

BrandingThe appeal and influence of sports can be seen on television, in apparel, and in advertising. With such exposure, sports organizations and companies strive to develop strong identities, or brands that differentiate themselves from one another.

Example: Nikes logo, the swoosh, is an example of a branding strategy.10Brand Name a word, group of words, letters, or numbers that represents a product that can be spokenShould be easily pronounced, distinctive, and recognizable

Examples: Gatorade or Los Angeles Lakers11LogoA logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.Top Entertainment Logos and Jingles

Trademarka brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government

Branding is important for building customer loyalty. Customers come to expect the same quality from the brands they buy or the teams that they watch. Once satisfied, they become repeat customers. Branding helps a company to introduce new products in a line of products. Customers familiar with the original brand are more like to trust a new products in a line of products. Customer familiar with the original brand are more likely to trust a new product with the same brand. Branding also crates an image for the product.13TrademarkTrademarks are used to prevent other companies from using a similar element that might be confused with the trademarked one.

14Brand EquityThe value a brand has beyond its actual functional benefitsCustomers are willing to pay more for a brandValue becomes a competitive advantage

History of BrandingTypes of Brands and StrategiesNational Brands (manufacturer brand)Private Brands (intermediary brand)Generic brandsNational BrandsOwned by a producer of the productManufacturers use:multi-productmulti-branding co-branding

Multi-product- used when the manufacturer used one name for all its products. Nike uses its name for basketball, running, soccer, golf, hockey, and lacrosse line, thus it is multi-product branding.Multi-branding- manufacturers sometimes practice multi-branding, which means each product in a product line has distintinctive names. Example: Procter and Gambles Secret for women, Old Spice for men, and Sure for men or women.Co-branding- combines one or more brands to increase customer loyalty and sales for each product. Works well when companies go well together. Example: GM and the PGA have co-sponsored MasterCard. Also, for the NFL web site, you might see the notion powered by sportsline.com which reinforces both the products in the eyes of the consumer17Multi-ProductUsed when the manufacturer uses one name for all its productsExample: Nike basketballrunningsoccergolfhockey

Multi-BrandingEach product in a product line has a distinctive nameStrategy is used for product that target different consumersExample: Procter and Gambles deodorant Secret: for womenOld Spice: for menSure: for men or women

Co-BrandingCombines one or more brands to increase customer loyalty and sales for each productTwo manufacturers team up to produce one product

Private Distributer BrandsCarries a name developed by the wholesaler or retailer, Intermediaries contract with manufacturers to make products that are sold under their private labels

Example: Sporting-goods catalog houses such has Gander mountain use their names as private labels.21Generic BrandsRepresent a general product category and does not carry a company or brand name.

Example: At the grocery store you might find a food product with a generic label. However, it is unlikely you would find generic sports apparel or equipment.22Re-BrandingWhen a company dramatically changes their logo and brand identity to change the consumers image of the brandUsually an attempt to distance themselves from a negative association with the brand

Branding AssignmentCreate a brand for your assigned product. Remember that you need to be creative to be sure you catch the publics attention.Create a brand name for your productCreate a logo for your productWrite a paragraph explaining your target marketSubmit assignment electronically- Sports Drink- Athletic Shoes-Energy Drink-MP3 Player-Protein Bars- Golf Clubs (sports equipment) 24