Chapter 7: Branding & Licensing
Sports and Entertainment Marketing
Branding – Section 7.1
Brand –
Brand Name –
Trademark –
Brand Equity –
Three Steps of Developing Brand Equity
1
2
3
Three Basic Types of Brands
1
Manufacturer Brands –
- Co-branding -
Name ____________________________________
2
3
Intermediary Brands –
Generic Brands –
For a brand to be successful, it should:
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Licensing – Section 7.2
Licensing –
Licensor –
Licensee –
Benefits of Licensing
Sports Organizations
Companies
What are two forms of licensing?
What is the importance of Sponsorships?
Types of Sponsorships:
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•
•
•
Endorsement considerations:
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•
•
How are branding and licensing related?