Branding & Rebranding
Building a Relevant Brand
Implementing the Brand Transformation
Rebrand Budgeting
Random
100
What the consumers call the organization or product being offered. It sets the tone for what the brand stands for and its personality.
Brand Name
100
Name two college teams that have the same or similar brand names? (Hint: Think about their mascots)
Open answer. Examples include:
- Auburn Tigers, Clemson Tigers, and Memphis Tigers
- Arizona Wildcats, Northwestern Wildcats, and Kentucky Wildcats
100
This method asks participatants what words they think of when they hear the brand's name.
Word association
100
This type of budget is developed during the early phase of the event planning process.
Preliminary budget
100
Which baseball team, with 11 World Series titles, has the second-most championships after the New York Yankees (27)?
St. Louis Cardinals
200
As shown in class, one of the oldest rivalries in college football that is often held at the end of the football season is between which two teams?
Army and Navy
200
What company has this brand promise: Fly human fly.
Hoka
200
What is a series of “why” questions is used to tap into the deeper, more abstract goals consumers are trying to satisfy with the brand called?
Laddering
200
Rebranding costs are typically allocated as a percentage of a company's ____________ budget
Marketing
200
Which NHL team has the record for most Stanley Cups, with a whopping 24 total?
The Montreal Canadiens
300
What is it called when consumers are inundated with communications, not allowing them to recall most of the information presented to them?
Clutter
300
The Montreal Expos moved to DC and became what team?
Washington Nationals
300
What product was tested during the FBR Open in Scottsdale, Arizona?
Nike One Black golf ball
300
Name two of the three things that the cost of a rebrand can depend on.
Size of the company
Scope of the rebrand
Services required
300
What are the colors of the Olympic Rings?
Blue, yellow, black, green and red
400
Nike, Adidas, Under Armour, Powerade, and Gatorade are all examples of:
Sports-Related Brands
400
Name two of the four roles of a brand.
Identity, image, promise and relationship.
400
Name two of the four critical core attributes that brand refinement addresses.
Name
Appearance
Material
Behavior
400
Name one of the two types of hidden expenses in rebranding.
Time investment
Unforseen situations
400
When the Cleveland Browns relocated after the 1995 season, what city did they move to?
Baltimore
500
This wild animal born in the north woods of the Iron Range is the mascot for which team and what is his name?
Minnesota Wild; Nordy
500
Brand names ideally possess what three characteristics?
Recognizability, fit and contrast
500
What three things must behavior reinforce about a sport brand?
Promise, ethos, cues
500
What is the estimated cost range of a logo redesign?
$250-$2500
500
What does ESPN stand for?
The Entertainment and Sports Programming Network