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Agenda Session 4

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Title: Agenda Session 4


1
Agenda Session 4
  • In the News
  • Discussion - Course Kit articles
  • Industry Speaker Series Prof. Markus Giesler,
    Schulich School of Business (Entertainment and
    Sports What Sport Marketers need to know about
    Entertainment Culture and Marketing to
    effectively market sport products and products
    through sport)
  • Administration (Assignment 1)
  • Managing Sport Brands (Chapter 8)
  • Branded segment
  • Licensed and Branded Merchandise (Chapter 9)
  • Industry Speaker Series Massimo Dente, Managing
    Director Inaria International

2
  • Managing
  • Sport Brands

3
Objectives
  • To understand and discuss the full scope and
    importance of brand management and branding in
    the sport setting
  • To demonstrate an understanding of how brand
    equity is developed in a variety of sport
    settings
  • To identify and discuss the sources of brand
    associations for teams, athletes, agencies, and
    other sport entities

4
Brands and Branding
  • Name, logo, and symbols associated with the sport
    organisation.
  • e.g. Manchester United (name), Nike (logo),
    Dallas Cowboys star (symbol)
  • Elements provide point of differentiation from
    other sport products.
  • Brand name, logos, marks, and colours are
    starting point in the brand management process.
  • Branding is about what a customer thinks and
    feels when he/she sees the marks of a brand
  • Thoughts and feelings are developed based on
    experiences consumers have when consuming sport
  • Sport organisations have an advantage over other
    productswhy?
  • Goal of branding to create a strong impression
    in the consumers minds so that when they sense a
    brand element they experience intense positive
    feelings

5
Brand Equity
Set of assets and liabilities linked to a brand,
its name and symbol, that add to or subtract from
the value provided by a product or service to a
firm and/or that firms customers Strong brand
image brand equity Ultimate goal generate a
wealth of assets tied to brand long-term
revenue generation Which organisations have
strong/weak brand equity? Assess the Toronto
Maple Leafs brand equity
6
Benefits of Brand Equity
  • Increases in revenue, larger viewing audiences
    and higher broadcast rights fees from greater
    brand loyalty
  • e.g. New York Yankees
  • Less drastic revenue declines when the team loses
  • e.g. Chicago Cubs, Los Angeles Lakers
  • Ability to charge price premiums
  • e.g. New York Yankees new Yankee Stadium
  • More corporate interest
  • e.g. FIFA World Cup
  • Licensing and merchandising opportunities (i.e.
    brand extensions)
  • e.g. NBA NBA Store, NBA City, NBA TV, WNBA, NBA
    DL

7
How to develop brand equity?
  • Generate awareness about the brand
  • the ability of a consumer to name the brands
    existence when its product category is mentioned
    (e.g. name recall surveys)
  • major vs. minor pro organisations
  • sponsorship and sponsorship measurement
  • Create a brand image
  • Cumulative impact of all the associations with a
    particular brand
  • Goal develop unique, strong and favourable
    brand associations
  • Advantage of sport, challenge for sport marketers

8
Sources of Brand Association with Teams
  • Tradition/past success (e.g. Montreal Canadiens)
  • Logo, marks, nickname, and mascot (e.g. Notre
    Dame leprechaun logo, the Irish, leprechaun
    mascot)
  • Owner (e.g. Jerry Jones Dallas Cowboys)
  • Players (e.g. Tom Brady New England Patriots)
  • Head coaches (e.g. Sir Alex Ferguson Man.
    United)
  • Rivalries (e.g. Lakers vs. Celtics, Leafs vs.
    Canadiens)
  • Entertainment package surrounding the game or
    event (e.g. Toronto Raptors, Toronto FC)
  • Logo, nickname, and associated extensions (e.g.
    ESPN)
  • Stadium or arena traditional and new (e.g.
    Estadio AztecaMexico City Wembley
    Stadium-London)

9
Associations Formed Based on the Benefits of
Consumption
  • Nostalgia
  • What are your most memorable sports moments?
  • Social
  • Who did/do you enjoy games with?
  • Identification with a team
  • What team do you support?
  • Identification with a city
  • With what city do you identify?

10
Brand Association Formation for Sponsors
  • One motivation for companies to sponsor sporting
    events, programs or individuals is to either
    enhance or reinforce the brand associations with
    their company.
  • Premise the image of a sport entity can help
    create strong, unique, and favourable
    associations for the sport brand.
  • e.g. Nike-CBF (Brasilian soccer federation)
  • Key for sponsorship decision-makers image of
    the sport entity should have potential to
    reinforce or positively alter brand associations
    for sponsor
  • Concept of branded entertainment
  • Fusion of brand promotion and entertainment

11
Brand Association Formation for Athletes
  • Strong unique and favourable associations are
    important since pro athletes can make money from
    corporate endorsements
  • Athletes can create strong positive or negative
    associations
  • On the playing court or field
  • e.g. Kobe Bryant
  • Off the playing court or field
  • e.g. Steve Nash

12
Brand Association Formation for Agencies
  • While visible behind the scenes, agencies are not
    visible to the sport consumer.
  • Associations are created through
  • the clients they represent
  • people who work for them
  • area of specialization
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