
On the front of your graphic organizer, answer the
following BRO Time Questions using the textbook:
• In your own words define the term brand
• Using the graphic organizer, fill in the circles stemming from
the word brand with four words that describe the marketing
term

On the back of your graphic organizer, answer the
following questions
• How many brands are you wearing or carrying with you today
in class?
• Of the many brands that you wear, what is your favorite brand
and why?
• Make sure to put your name on your BRO Time and turn it in to
Ms. Guerrero when you’re done 
Sports and Entertainment Marketing
What is Branding?
a
name, term, design,
symbol, or
combination of these
elements that
identifies a product
and distinguishes it
from its competitors

a word, group of words,
letters, or numbers that
represents a product
that can be spoken
◦ Should be easily
pronounced, distinctive,
and recognizable
A
logo is a graphic
mark
commonly used by
commercial
enterprises,
organizations and
even individuals to
aid and promote
instant public
recognition.
 Top
Entertainment
Logos and Jingles

a brand name, brand
mark, trade name,
trade character, or a
combination of these
that is given legal
protection by the
federal government
Trademarks are used to
prevent other companies
from using a similar
element that might be
confused with the
trademarked one.
 The
value a brand has
beyond its actual
functional benefits
 Customers
are willing to
pay more for a brand
 Value
becomes a
competitive advantage
National
Private
Brands (manufacturer brand)
Brands (intermediary brand)
Generic
brands

Owned by a producer of
the product

Manufacturers use:
•
multi-product
•
multi-branding
•
co-branding

Used when the manufacturer uses
one name for all its products
• Example: Nike
 basketball
 running
 soccer
 golf
 hockey

Each product in a product line
has a distinctive name

Strategy is used for product that
target different consumers

Example: Procter and Gamble’s
deodorant
• Secret: for women
• Old Spice: for men
• Sure: for men or women
 Combines
one or more
brands to increase
customer loyalty and
sales for each product
 Two
manufacturers
team up to produce
one product

Carries a name developed
by the wholesaler or retailer,

Intermediaries contract with
manufacturers to make
products that are sold under
their private labels
 Represent
a general
product category and
does not carry a
company or brand
name.
 When
a company dramatically changes their
logo and brand identity to change the
consumers image of the brand
 Usually
an attempt to distance themselves from
a negative association with the brand

Create a brand for your assigned product. Remember
that you need to be creative to be sure you catch the
public’s attention.
1. Create a brand name for your product
2. Create a logo for your product
3. Write a paragraph explaining your target market
4. Submit assignment electronically