Product Brand
What is a product brand?
A name, term, symbol, design, or combination of these elements that identifies a product and distinguishes it from competitors’ products
What are the 4 main types of brands found in sports?
Manufacturer brand, family brand, individual brand, private brand
What are some characteristics of an effective brand?
1. strong identity
2. consistency, emotional connection/loyalty,
3. Adaptability
refers to how a sports brand is strategically placed in the minds of consumers, differentiating it from competitors and creating a unique identity.
What is brand positioning?
in the sports industry is the practice of allowing third-party companies (licensees) to use a sports brand's intellectual property (IP), such as logos, team names, athletes’ names, or other trademarks, to produce and sell products or services. In exchange, the licensor (the brand, team, or athlete) receives royalties or a fee
what is brand licensing?
companies joining forces to increase brand recognition, customer loyalty, and sales for the brands involved.
what is co-branding?
Name a famous product brand associated with sports
Nike
This type of brand is when the manufacturer assumed all the responsibility of branding
what is manufacturing brand?
Why is emotional connection important for a sports brand?
transforms fans into passionate advocates, fostering loyalty that goes beyond a mere transactional relationship
The marketer’s goal in positioning a brand is to try to establish the
difference
Explain the benefits of licensing a sports brand
Licensing provides a steady stream of passive income for sports brands. Through licensing agreements, the licensor receives royalties (a percentage of sales) or a fixed fee, often without needing to directly manage the production or sales process.
Give an example of a successful co-branding partnership in sports.
In 2012, Nike became the official uniform supplier for the National Football League (NFL), replacing Reebok, which had held the contract for over a decade.
What are trade characters?
Trade characters are brand-associated figures, mascots, or animated personas used to represent a company or product.
What is the role of a team brand in sports marketing?
A team brand plays a vital role in sports marketing by creating a strong identity, fostering fan loyalty, attracting sponsorships, and generating revenue
How does brand loyalty manifest in sports?
highlight a deep, enduring connection between fans and their favorite teams, leagues, or athletes
1.Marketers must ask these questions to create the right ________ for their brand
a.What makes this brand special?
b.What are its benefits?
What is image?
Give a famous example of brand licensing in sports
EA Sports has licensed the FIFA name and logo to produce the FIFA video game series, which has become one of the most successful sports video games in the world
Co-branding can increase _________ by associating the sports organization with a well-established, trusted partner.
what is brand visibility?
What role does logo design play in product branding?
Serving as the visual identity of a brand
This brand involves using the same brand for related products in a product line
What is family branding?
Provide an example of a sports brand that effectively communicates its values
Nike consistently communicates its core values—such as innovation, empowerment, and inclusivity—across all its platforms.
Positioning helps a brand stand out and be perceived as
what is unique?
What challenges can arise from brand licensing agreements?
brand misalignment, counterfeit products and brand erosion
Some companies use an existing brand name is used for a new or improved product line
What are brand extensions?
Explain why consistency is important in product branding for sporting events
Consistency is essential in product branding for sporting events because it helps create a strong, recognizable identity, builds trust, and enhances fan engagement
Discuss how event brands differ from product brands.
they differ in their nature, objectives, and marketing approaches.
sometimes called a store brand, is a brand owned by an intermediary
What is private brand?
When a sports brand positions itself based on values or narratives that align with fans' beliefs, it strengthens
what is loyalty and engagement?
Discuss the impact of brand licensing on merchandise sales in sports
more products, revenue, fan engagement and loyalty, brand visibility and awareness
Provide an example of brand extension
A notable example of brand extension in the sports industry is Nike’s expansion into sports equipment beyond just apparel and footwear.