SPMT 270 Exam 4 (Waltemyer)

Brand Loyalty

- A commitment to the brand/ organization ~Driven by a collection of connecting values and positive experiences ~Personal identification with organizations - "we statement"

Factors of Sponsorship Growth

- Communication - Credibility - Clutter - Coverage ( Media, Technology)

Benefits of licensing

- Fans can identify with players and teams - Presence within various marketplaces

Brand benefits stem from brand attributes - what comes from the brand attributes

- Functional - escape, entertianment, etc. - Symbolic - fandom, group associations, etc. - Experiential - nostalgia, pride, etc.

Three major factors have increased the presence and sophistication of sport licensing

- Increase fan interest - More pointed and sophisticated marketing - Better quality products

Brand Associations

- Key factors that influence consumption behavior & preferences Examples : Marks/ Logos Rivalries Concessions

Role of Sport in Branding

- Sport offers unique and distinguishable elements with branding - Communication is a premium given the presence of sport in TV, radio, and print media - Online communications and engagements build interactive relationships with fans/ consumers - Current and former athletes can aid in creating equity and loyalty - Emerging technologies (video games and live streams) increase new opportunities for brands to increase rach and loyalty amongst fans

Examples of brand theories

- Team Association Model - Spectator-based Brand Equity

Purpose of Trademarks - Branding

- To identify the source of origin of product or service - To protect consumers from confusion and deception - To represent goodwill (consistency/ quality/ reputation) of owner/ product

Sport Teams - Threats

- While wins and losses are important, they are NOT significant in the reception of loyal consumers - Positive perception of organization are key ~ Target marketing ~ Fan engagement ~ Fan experience

Brand Theories

- provides a guideline to explain consumer behavior and to establish more effective marketing. Promotional campaigns - Theory also provides explanations into dynamics of brand management

Brand Attributes

Appeal to the emotional essence of the brand and the individual characteristics linked to the preferences of consumption

Licensing

Act of granting another party he right to use a protected intellectual property (i.e. logo, design, or trademark)

Licensee

Company that receives the license

Intellectual Property

Creations of/ from the mind

Benefits of Branding

Essential in maintaining long-term financial visibility A strong Brand Identity is the foundation of consumer loyalty and brand equity

Positioning (Fit)

How well do two organizations fit together - Brand Image and Target Market - Association can add/ subtract credibility to org./ product

Nonproduct Attributes

Logo, stadium, tradition yielded higher levels of commitment than success, players, management

Platform for Growth

New markets

Brand Image

Perceptions about a brand formed by memory and experiences

Brands

Products/ Services that communicate and interact with consumers through identifiable and unique experiences

Brand Identity

Reflects the perceived value a company is trying to achieve in the market

Sport Sponsorship Platforms

Individual (Athlete/ Coach) Team League Facility/ Venue Event Media (Broadcast)

Brand Endorsements

Individual athletes influence sports consumption when the consumer identifies with an athlete and product

Dilution

Use damages, tarnishes, or weakens the reputation of mark

Sponsorship - League

Sponsorship promotions through a league ~ examples: NFL (Nike), NHL (Honda), PGA (FedEx cup)

Establish an emotional connection with the target market

Sport-Brand loyalty

Brand Management

Strategic craft of identity development in the marketplace through emotional connections & attractive characteristics

1984

Summer Olympic Games in Los Angeles

Sponsorship - Facility/ Venue

one of the fastest-growing sponsorship platforms, most notably in the form of naming rights agreements. ~ examples: AT&T stadium (cowboys), Blue Bell Park (A&M baseball) H-E-B Center (cedar park)

Sponsorship - Team

a more appropriate platform for local and regional companies or companies with smaller marketing buds ~ examples: Dallas Cowboys (Lincoln), Texas A&M (Adidas) Texans (Papa Johns)

Sponsorship - Individual

a platform for companies to develop a sponsorship based on the support of an individual athlete instead of a team or league. ~ examples: James harden (Adidas), Michale Jordan (Air Jordan), Alex Morgan (coca-cola)

Sponsorship - Event

enables companies to tie directly into the event atmosphere. ~ examples: Homerun Derby (T-mobile), PGA (Shell Houston Open), Boston Marathon ( Adidas), NCAA (Bowl Games)

Two Avenues of Sport Marketing

1. The marketing of sport products to the sport consumer ~ "Marketing of sport" 2. The marketing of mainstream and non-sport products through sport ~ "Marketing through sport"

Licensor

Original company that is being licensed or the company that grants the license

Brand Architecture

Represents a variety of products across a range of targeted customers to maximize potential growth

Trademark

Word, phrase, name, symbol, and/ or design that identifies, and distinguishes, the source of a product

What is Sponsorship

- " The acquisition of rights to affiliate with an organization or product (e.g. event) for the purpose of deriving benefits related to that affiliation" An exchange of mutual benefits between two organizations ~ Sport sponsorships provide a business with AFFILIATION, EXPOSURE, OPPOURTOUNITY to achieve its marketing objectives

Brand Equity

- Actual or relative value of a company in relation to the ability to generate profit ~ How much is a consumer willing to pay in comparison to the generic equivalent ~ Brand loyalty, brand awareness, perceived value, and brand associations

Protection in Brand Management - Threats

- As brands grow and work to become established, their images and attributes must be protected - Recognizable colors, patterns, logos, and mascots are all able to be protected by law

Brands in sport exist across a wide range of categories

- Athletes - Teams - Sport products - University athletic brands - Sport media

Professional Athletes - Threats

- Athletes are complex individuals & the reception of their image can change as their career progresses - Off-sport incidents can also impact public reception - Social Media and changes in society can represent new opportunities

Copyrights

- Original works of an organization/ company ~ Slogans, Brochures, Videos, Music/ Lyrics, Books/ Written Materials

Legal Protections with Licensing

- Protections against copyright infringement - Dictates relationships between owner and those granted access to properties - Determines length and geographic scope of intellectual properties

Without proper attention, sport organizations could:

- Risk losing your intellectual property (and potential liability) - Deceive consumers (i.e. st yourself up for potential liability)

A Strong Brand Identity ensures sustained revenue through

-Popularity in the marketplace - Favorable social positioning - High-level consumers & deep commitment - Spread amongst consumers

Ambush Marketing

A strategy that involves placement of marketing material and promotions at an event that attracts consumer and media attention, without becoming an official sponsor of that event.

1800s

First athletic events in the U.S. were sponsored ( primarily by the transportation and tobacco industries)

Infringement

Unauthorized use ( reproduction, copying) of a protectable property of interest, that creates a likelihood of confusion among consumers (as to the origin of the product)

Sponsorship - Media/ Broadcasting

occurs mostly in the form of broadcast sponsors. companies that purchase advertising or programming during sport-related broadcasts. ~ examples: SC top 10 (Facebook), CFB Playoff (AT&T), CFB Gameday (Home depot)