Branding in Sport
Chapter 7
Copyright © 2009 Nelson Education Ltd. All rights reserved.
OBJECTIVES
• To appreciate the role of branding in sport.
• To understand and apply the concept of brand equity in the
sport settings.
• To understand the role of brand management in sport.
• To appreciate the consequences of strong brand equity.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
2
BRAND
Brand
The name, logo or other outward symbol that distinguishes a product or
service from others in its category.
Branding
Creating a brand with an image that perfectly matches the image that
the target market(s) seeks association with.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
3
BRANDING IN SPORT:
Brand Equity:
1.
Brand Awareness
2.
Perceived Quality
3.
Brand Association
4.
Brand Loyalty
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BRANDING IN SPORT
Brand Awareness:
•
Increases the likelihood that a brand will be considered by
consumers
•
Affects the decisions about brands in the product category or
consideration set
•
Influences the development and depth of brand associations
Copyright © 2009 Nelson Education Ltd. All rights reserved.
5
BRAND LOYALTY
Four proven ways to build and sustain brand loyalty:
1.
Make the brand live up to the customers’ expectations
2.
Build innovation into current products as often as possible
3.
Design loyalty-building programs into marketing activities
4.
Invest in marketing support to strengthen the brand identity
Copyright © 2009 Nelson Education Ltd. All rights reserved.
6
BRANDING IN SPORT:
Conceptual Framework of Team Sport Brand Equity:
Prior to reaching brand equity, a team (head coach, star player), an
organization (tradition, logo) and a market (media coverage, location)
must be in place.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
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BRANDING IN SPORT:
Conceptual Framework of Team Sport Brand Equity:
Brand equity leads to six forms of marketplace
consequences:
•
•
•
•
•
•
National media exposure
Merchandise
Donations
Corporate support
Atmosphere
Ticket sales
Copyright © 2009 Nelson Education Ltd. All rights reserved.
8
BRAND MANAGEMENT
Brand Management
Strategic implementation of all aspects of the brand, aligning all of
the brand’s attributes for maximum effectiveness and ensuring that
no organization action compromises the brand.
Copyright © 2009 Nelson Education Ltd. All rights reserved.
9
Questions?
Copyright © 2009 Nelson Education Ltd. All rights reserved.