Over the years, Wrigley Field has earned a reputation as one of the best places to watch a Major League Baseball game.
What is Brand Image?
100
This describes an actual part of a product or service
What is a Feature?
100
The permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, TV show, or character for a fee
What is Licensing?
100
A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving this
What is a Testimonial?
100
Ones that earn their income from the performance on the field or ones that are consider amateurs and perform for their own enjoyment
What are Athletes?
200
Performance, coaches, and athletes
What are team-related factors that affect brand equity?
200
Describes how a product or service will directly offer a user a solution
What is a Benefit?
200
Trademark property is the basis for this
What is the Licensing Process?
200
An action whereby the endorser appears at an event. The celebrity does not have to do or say anything but consumers believe they like the product
What is Appearance (or Association)?
200
TV/Radio, newspaper/magazine, and the Internet
What is Sports Media?
300
The overall impression consumers get from a sport/event product's unique name, design, or symbol
What is Brand?
300
Based on conscious, logical thinking, and decision making
What are Rational Motives?
300
NASCAR earrings are an example of this
What is a Licensed Product?
300
A financial transaction and form of advertising whereby a corporation or other entity purchases the right to name a facility or event, typically for a defined period of time
What are Naming Rights?
300
If they are not consumed immediately, they will be gone forever
What is Perishability?
400
The extent of the faithfulness of consumers to a particular brand
What is Brand Loyalty?
400
These are based on feelings, social approval, recognition, power, love, and prestige
What are Emotional Motives?
400
A percentage of actual sales
What is a Royalty?
400
Athletes and celebrities appeal to all advertising demographics
How does celebrity endorsement benefit a brand?
400
The close link between the product and the provider
What is Separability?
500
Positive feelings toward a brand that accumulate over time when consumer's expectations are consistently met
What is Brand Equity?
500
Based on loyalty. Low prices, high quality, friendly staff, etc.
What are Patronage Motives?
500
A word, phrase, symbol, logo or design that identifies and distinguishes the company from others
What is a Trademark?
500
When the celebrity loses popularity, gets into trouble, may be injured, etc.
When can celebrity endorsements be harmful to a brand?
500
The quality of a product's performance is possible to guarantee over a period of time