SEM 1GUIDED NOTES 1.06 – Position product/services to acquire desired business image
I. Understanding brand…..Define brand, brand awareness, brand image, brand
equity, and brand loyalty.
a. ______________ is all the combined impressions and experiences
associated with a particular person, company organization, or product.
b. The extent to which a brand is recognized by potential customers is
______________________________
i. Recognition to the public
ii. It’s expressed usually as a percentage of target market; brand
awareness is the primary goal of advertising in the early months
or years of a product's introduction.
c. ______________________ is the consumers’ beliefs about the company
and/or its goods or services.
d. ______________________ is the positive feelings toward a brand that
accumulate over time when customer’s expectations are consistently
met.
e. The extent of the faithfulness of consumers to a particular brand,
expressed through their repeat purchases, irrespective of the marketing
pressure generated by the competing brands is
_______________________.
i. Is expressed through their repeat purchases, regardless of the
marketing pressure generated by the competing brands.
II.
What is branding?
a. ________________ is when that idea or image is marketed so that it is
recognizable by more and more people, and identified with a certain
service or product when there are many other companies offering the
same service or product.
III.
Describe the purpose of branding in sport/event marketing:
a. Branding aims to
____________________________________________________________
____________________________________________________________
b. Branding _______________ and
____________________________________________________________
c. Branding will
____________________________________________________________
d. ____________________________________________________________
____________________________________________________________
e. Branding ___________________________ of the
_______________________________ including licensed products
IV. Explain the branding process
a. Analysis of your current assets __________________________________
V.
VI.
i. What is a SWOT analysis?
______________________________________________________
______________________________________________________
ii. What does the word SWOT stand for and give an example of each?
stands for ___________________________________________,
and _________________.
b. What do you ________________________? – How positioned?
c. What is your _______________________, local, regional or national?
d. Who are your ______________________________ in the market place?
e. How do the consumers __________________________________?
f. How do consumers __________________________________? This will
provide a picture for your brand image required
g. Determine your _______________________________ with consumers
h. Implement a _______________________________ plan for your
product:
i. Define marketing mix?
_________________________________________________________
________________________________________________________.
ii. What are the four Ps of marketing?
 _____________ is the amount the consumer must exchange to
receive the
 _____________ includes company activities that make the
product available to target consumers.
 _____________ means the goods-and-services combination
the company offers to the target market.
 _____________ includes all of the activities marketers.
Discuss factors that influence a sport’s/event’s brand image.
a. _____________
- Low, middle or high
b. _____________
- Low, middle or high
c. _____________
- Low, middle or high
d. _____________
- Win, lose, tradition
Describe categories of factors that contribute impact brand equity of a
sport/event.
a. _______________________
i. Star athletes
ii. Popular and successful coaches
iii. Performance – short or long term
b. Organization related
i. ______________________________________________________
ii. ______________________________________________________
VII.
VIII.
IX.
X.
XI.
XII.
XIII.
XIV.
XV.
iii. ______________________________________________________
c. ____________________________________________
i. Population & economic changes – up or down
ii. Fan loyalty due to athletes, coaches and/or performance
Explain how sport/event marketers can use product extensions/merchandise to
build brand equity.
a. ___________________________________________________________
b. ___________________________________________________________
Explain the consequences of establishing positive brand equity for a sport/event
a. ___________________________________________________________
b. ___________________________________________________________
Discuss factors that create brand/fan loyalty in sports/event marketing
a. ____________________________
b. Authenticity
c. ____________________________
d. History
e. ____________________________
f. Performance
g. ____________________________
Define trademark
a. ______________________ is a word, phrase, symbol, logo or design that
identifies and distinguishes the company from others. A trademark has
legal protection through the United States Patent and Trademark Office
Trademarked Property
a. Is the ________________________ for the licensing process
b. All teams and sports events ______________________ their names,
logos, slogans and graphics __________________________________
c. Not doing so would allow other companies to use a name and logo
without permission.
d. Without a _______________________- a company CANNOT make money
from licensing
Why learn about licensing
a. ________________________ is a big business
b. Anyone who wants to pursue a career in sport/event marketing should
have a _______________________________ of
________________________________ and ________________________
What is licensing?
a. ______________________________ is a legal agreement that allows one
company to use the trademarked property (such as the Earnhardt name
and logo) of another company to manufacture and sell its own products
_______________________________ use many different strategies to promote
their teams and products.
Licensing isn’t branding
a. Branding items don’t use _____________________________________.
XVI.
XVII.
XVIII.
XIX.
XX.
XXI.
b. They feature only the ______________ of the manufacture.
c. Companies such as Nike have found success by building brand as well as
using licensing
Licensing isn’t sponsorship
a. In a _____________________________________, a company pays a fee
to a team or an event for the right to affiliate itself with that team or
event
b. You can usually spot a __________________________ by looking for its
advertisements at the game or its name on the promotions
Licensing isn’t endorsements
a. In an __________________________________________, a company
pays an athlete or team to promote its products by wearing or using
them and by appearing in the company’s advertisements.
b. Examples: basketball star Allen Iverson wears only reebok gear
Football hero Michael Vick can be found in varies ads for
Coca-Cola.
Licensors
a. ______________________________– the company that holds the rights
to trademarked property.
Who are licensors?
a. sport leagues and individual teams
b. ___________________________________________________
c. ___________________________________________________
d. Individual athletes in pro sports such as tennis and golf.
e. ___________________________________________________
f. sports-related television enterprises such as Monday night football and
ESPN
g. Sometimes certain licensors, such as leagues and players’ unions, will
become partners and share profits.
Who are licensees?
a. A ________________________ that wants to manufacture and sell
products using trademarked property.
b. Examples include: Adidas, Nike, and reebok are all clothing licensees.
EA (Electronic Arts), Nintendo and Sega are licensees
for video games.
Topps and Upper Deck are licensees for trading cards.
Licensed products are everywhere
a. _________________________
b. _________________________
c. _________________________
d. magnets
e. _________________________
f. Jewelry
g. Clothing = ___________________________________________________
XXII.
XXIII.
h. T-shirts are the most popular item of all
1. they are ___________________
2. ________________________________________________
________________________________________________
Why be a licensor?
1_________________________________________________________________
a. __________________________________________________________
b. even events that take place once a year can capitalize through
licensing
c. example: Wimbledon makes $100 million annually in licensing revenue
d. some sport organizations, such as the U.S Olympic Committee(USOC),
use their licensing proceeds to fund their _______________________
and _____________________________________________________.
e. College athletic departments usually use their licensing dollars to
____________________________________________________________
f. Other organizations, such as players’ unions, will sometimes _______ a
portion of their licensing profits to charities.
2. Low risk
a.__________________________________________________________
__________________________________________________________________
__________________________________________________________________
b. licensors save a great amount of __________ and _________ by being
able to skip those steps.
c. that means that all the money licensors make from the products is
______________________
3. ___________________________________________
A. another company __________________ and ____________________
the official merchandise, possibly all over the world.
B. this gets the team name out in exciting and creative ways, all
_________________ to the licensor.
4. ______________________________
A. the sale of licensed sport products serves to __________________ the
team’s image and brand to the public
b. sports fans would have a much more difficult time recognizing the
team’s logo without seeing official team hats or jersey’s in retail stores on
a regular basis
c. this type of positive, continuous exposure is considered
“__________________________
__________________________________________________________.
5. _____________________________________________________
Examples:
- The smell of hot dogs at the ballpark
- The sound of skates scraping on the ice.
- The sight of an amazing slam dunk
XXIV.
XXV.
a.
__________________________________________________________________
_________________________________________________________________.
b. sport marketers cannot actually ______________ sport fan’s cherished
memory, but a collector’s edition bobblehead doll can serve as a daily
reminder of those good times.
6. ______________________________________________
a. Licensors also benefit from licensing when licensees take their team’s
products into _______________________________________________
b. teams and leagues don’t have a lot of time or energy to spend pushing
into these areas.
c. licensing helps to _____________ to new markets with little to no
effort on the licensor’s part.
7. _____________________
a. licensors _______________ their ability to
__________________________________________________________________
__________________________________________________________________
b. a licensing system ______________________________ and where
they can appear.
C. without the system, unauthorized manufacturers would find it much
easier to “borrow” the trademarks illegally.
8. The benefits of being a licensor can be summed up into three categories:
a. price
b. ____________________________
c. ____________________________
How do licensors get paid?
Although the exact language can vary from licensing agreement to licensing
agreement, most contracts will include two basic elements of guarantee and
royalties.
1. _____________________
a. __________________________________________________________
b. it’s a figure based on expected sales
2. ____________________
a. _________________________________________________________.
b. once the guarantee is paid off, licensors starts receiving royalties.
c. royalties are usually anywhere from 5 to 15 percent.
Risk involved with being a licensor
A. The main risk for licensors is
______________________________________________________________.
1. Teams can’t always guarantee the quality of their official licensed
merchandise since they aren’t manufacturing it themselves.
2. Teams can’t necessarily
__________________________________________________________________
______________________________ or being on the clearance rack somewhere.
XXVI.
XXVII.
3. If _________________________________ is being sold at low price,
the team’s public image could possibly be damaged.
4. Even reputable discount stores may not be the best place for licensed
sport merchandise to appear.
Why is a licensee?
A. ________________________________________
1. The biggest reason to jump in the game is the ___________________.
a. there is an extensive __________ for licensed sports products.
b. in one year, licensed sport products can __________________
dollars in the U.S alone!
2. Licensees also profits because they are generally able to charge much
higher prices for products that are licensed than they would for the
same items if they were “plain”.
B. ___________________________________________1. Retailers often give the ____________ in their stores to licensed sport
products because they are in such high demand.
2. Licenses’ products usually enjoy prime shelf space in retail stores,
helping them to sell even more quickly.
C. ___________________________________________
1. Licensing ______________________ for the licensees as well as the
licensors.
2. It takes many years and a lot of advertising dollars to build up the type
of brand recognition a company like Nike enjoys
3. Licensees are seeking to establish an image just as much as sports
teams are, and not licensing helps accomplish this goal
D. ___________________________________________
1. ______________________________________________ is usually very
beneficial to a licensee
2. Most consumers will make the assumption that if their favorite team
allows this company to produce its official merchandise, the company
must be reputable.
Risk of being a licensee
A. ____________________________________________
1. This is the _____________________________ for licensees.
2. They are agreeing to _______________________________________,
no matter how much they make in profits.
3. The minimum guarantee
__________________________________________________________________
__________________________________________________________________
4. If licensees don’t sell enough merchandise to cover that cost,
__________________________________________________________________
B. _________________________________________________
1. They tend to come and ______________________________________.
XXVIII.
XXIX.
XXX.
XXXI.
XXXII.
2. Licensees must try to _____________________ of the “fizzle out”
factor these fads, which isn’t an easy task.
3. Today’s hot item may wind up in tomorrow’s garage sale bin.
C. _______________________________________________________________
1. Element that cannot be ___________________
2. Winning teams sell the most licensed products
3. And while sport fans may love the unpredictability that accompanies
each new season, licensees are left to wonder if their help sell any
merchandise this year.
D. ______________________________________________________
1. Can happen to athletes, teams, and leagues.
2. Can happen for a variety of reasons
3. Sometimes licensees try to include clauses in their contracts to cover
these types of situations.
Licensing around the world
a. Sport marketers have the ____________ over all other licensing
industries in the international market thanks to the
____________________________________________________________
b. Even with extreme differences in ______________________________,
no country is the world is without its sports fans.
c. American teams and leagues have used exhibition games in foreign
countries ______________________ themselves all over the globe.
d. As the U.S market for licensed sport products becomes more and more
saturated, American licensors and licensees are turning to the
____________________________________________________________
Celebrity endorsers have an effect on your life
a. They ____________________ your buying
b. _______________________ you to buy certain products
i. example: Nike shoes rather than Reeboks
ii. Drink coke rather than Pepsi
c. Persuade you to eat a certain brand of breakfast cereal
Businesses spend a lot of money on celebrity endorser
a. The hope you ____________________ with the endorsers
b. Hope _______________________________________________________
c. Examples:
i. Play tennis like Andre Agassi
ii. Hit a ball like Sammy Sosa
d. ____________________________________________________________
Define celebrity endorsement
a. ____________________________________________________________
____________________________________________________________
Use of celebrity endorsers is one of the most popular promotional tools in sport
and event marketing
1______________________________________________________________
XXXIII.
2. Celebrities lend their names to companies to help sport marketers sell
products.
3. Usually is part of an advertising message that includes:
a. ______________________________
b. ______________________ or images of the celebrities in action
c. _____________________________________________________
Types of endorsements
A. _______________________________________________________________
______________________________________________________________.
1. Most commonly used type of endorsement
2. Involves having the person appear in a print or broadcast
advertisement and talk about how great the product is
3. This type of endorsement used in:
a. Print ads in magazines and newspapers all the time
b. Commercials run on network and cable television
4. Celebrities always say something positive about the product.
B.
_____________________________________________________________________
_____________________________________________________________________
1. Similar to paying them to appear in ads except celebrities don’t make
statements in favor of the product
2. Suggest their approval by wearing the clothing or using the equipment
3. Message is that products are good for you if they’re good for the celebrities.
4. Similar idea is paying college and high school sport teams to wear a
manufacturer’s clothing.
a. These athletes are celebrities on the local level.
b. Have influence on their fellow students
C.
_____________________________________________________________________
_____________________________________________________________________
1. Endorse a product or event simply by being associated with it
2. Celebrity doesn’t say product or event is great, but that is what consumers
think.
a. Example: Star athlete’s name on a baseball bat or glove makes those
items more appealing.
b. Mega-mall invites an athlete to attend the grand opening to attract
customers.
D____________________________________________________________________
1. Celebrity is really giving a testimonial for the product.
2. Testimonials can be in a variety of formats.
3. One format is an infomercial, a lengthy commercial that looks like a TV
program with a celebrity using a product and explaining why the product is good
or effective.
XXXIV.
a. Example: Actress Suzanne Somers using a brand of exercise
equipment and talking about the features and benefits
1'. She’s attractive and physically fit.
2'. Suggestion is that you’ll look like that too if you buy and use that
equipment
c. ____________________________________________________
Celebrity endorsements for goods and services
A.
__________________________________________________________________
_________________________________________________________________.
1. These endorsements are successful because of the star/athlete.
a. Example: Several years ago, Joe Dimaggio was spokesperson
for Mr. Coffee, and Joe Namath pitched a brand of panty hose
2. Their popularity goes well beyond the world of sports/events.
3. Makes them credible spokespersons for all types of products
B. _______________________________________________________________.
1. This has led companies to use them in current promotions.
2. An example is Baseball Hall of Famer Jackie Robinson who recently
endorsed Coca-Cola and Wheaties, although he died in 1972.
C. _______________________________________________________________.
1. Cross-promotion occurs when a celebrity endorses more than one product,
or products for another company.
2. All companies share from the increased awareness because consumers
associate the celebrity with all products.
3. An example is Michael Jordan who is probably the top endorser of all time
and promotes a variety of products.
a. People notice the products he endorses because of his fame and
popularity.
b. His ad for one product often promotes other products as well.
D. _______________________________________________________________.
1. Goal is to encourage the ultimate consumers to buy products that they see
celebrities using and enjoying.
2. Examples: Ad featuring Tara Lipinski promoting a certain brand of ice skates;
George Foreman proclaiming the features of his brand of grills
3. Purpose is to motivate you to buy that brand.
E. _______________________________________________________________.
1. One example is a recent commercial featuring the U.S. Women’s Olympic
Volleyball Team practicing on the beach in winter.
2. Tie-in was with VISA, which is the official credit card of the Olympics.
3. Sport figures endorse health care and medical services.
F. ________________________________________________________________
1. Range from large fund-raisers for charities or politicians to local amateur
tournaments
2. Major sporting events often invite celebrities to participate to increase
attendance.
a. Example: Ballparks have a celebrity throw out the first ball on opening day
of baseball season.
3. Fans come not only to see the game, but to see the celebrity.
G.
__________________________________________________________________
_________________________________________________________________.
1. Their endorsement has authority because they know a lot about those
products.
2. People pay attention when Tony Hawk makes positive statements about a
brand of skateboard.
3. People pay attention when Cal Ripkin, Jr. says a certain brand of baseball bat
is best.
4. Consumers assume they should know because they are prominent in the
skateboarding and baseball worlds.
H.
__________________________________________________________________
_________________________________________________________________.
1. That’s why Avon has Venus and Serena Williams, and Ford has Phil
Mickelson.
2. It’s the star factor.
3. Businesses take advantage of that.
XXXV. The good and bad of celebrity endorsements
A. Sport and event marketers use celebrities to endorse products because they
attract attention.
1.
________________________________________________________________________
________________________________________________________________________
a. Celebrities have a lot of appeal because of their fame.
b. The public is curious about them.
c. People are more likely to read an ad, watch a commercial, or attend a
special event featuring a celebrity.
2.
________________________________________________________________________
________________________________________________________________________
a. People want to be associated with famous actors, well-known
athletes, and/or winning teams.
b. That’s why people pay to go to fund-raisers that Charlie Sheen, Brad
Pitt, or Oprah Winfrey attend.
c. That’s why people buy baseballs signed by Mark McGwire or drink
the soft drink that Michael Jordan endorses.
3. ______________________________________________________________.
a. Especially true of celebrities who have good images and reputations
b. People transfer their fondness for a celebrity to the product the
celebrity endorses.
c. Celebrities who have positive images are credible and believable.
1'. Example: Who doubts that Arnold Palmer is telling the truth
when he says Pennzoil is the oil to buy?
2'. Example: Who questions Jack Nicklaus when he recommends
a brand of golf clubs?
B. Using celebrity endorsers is sometimes a problem.
1.
________________________________________________________________________
_______________________________________________________________________.
a. Might transfer their reputation to a product if they do something
inappropriate or illegal
b. Marketers often drop celebrity endorsers or cancel scheduled
appearances at events when there’s the first sign of trouble.
c. Companies worry that they’ll be damaged simply because of guilt by
association.
2.
________________________________________________________________________
_______________________________________________________________________.
a. Example is Dennis Rodman whose style of dress and actions off the
basketball court often shock or offend people.
b. Such celebrities are well-known, but companies are concerned that it
is the wrong kind of fame.
c. The kind of fame that does more harm than good
3.
________________________________________________________________________
_______________________________________________________________________.
a. Celebrities become the focus of an ad or commercial rather than the
product.
b. The high-profile celebrities get the attention and gain in popularity.
c. Consequently, some companies choose not to use celebrities or to use
less well known celebrities who will not overshadow the product.
4. _______________________________________________________________.
a. Some superstars have multimillion-dollar contracts over a period of
years.
1'. Contracts may be as high as $50 million–$100 million.
2'. Examples: Michael Jordan, Tiger Woods, Serena and Venus
Williams
3'. Disney pays ice skater Michelle Kwan to promote its theme parks,
movies, and other products.
b. Less famous athletes and athletes who have retired often receive
millions of dollars to be endorsers.
XXXVI.
c. Companies seriously weigh benefits of hiring a “name” in relation to
the costs involved.
Legal issues surrounding celebrity endorsers
1. _______________________________________________________________.
a. Regulated by the Federal Trade Commission (FTC)
b. Businesses must follow FTC rules and guidelines when using celebrity
endorsers.
2.
__________________________________________________________________
_________________________________________________________________.
a. Endorsements may not misrepresent the celebrity’s experience with a
product.
b. Endorsements may not be deceptive in any way.
3.
__________________________________________________________________
_________________________________________________________________.
a. Company cannot use only part of what a celebrity says to make it
sound like the celebrity believes in a product.
b. May not continue to use endorsers if the endorser no longer supports
the product
4.
__________________________________________________________________
_________________________________________________________________.
a. If endorser stops being a user, the company must stop running the ad.
b. for example, if an ad implies that Cindy Crawford wears an Omega
watch that must be true.
c. Omega cannot use her to promote its watches unless she really is a
user and continues to be a user.
5.
__________________________________________________________________
_________________________________________________________________.
a. Professional bowler may endorse a brand of bowling ball if the bowler
has tried various brands and selected one as the most effective.
b. Professional bowler is considered an expert in that area.
c. Same bowler is not qualified to be an expert endorser of pain
medication or cleaning products.
6.
__________________________________________________________________
__________________________________________________________________
a. Intent is to protect consumers from being deceived or misled about a
product.
b. Required even though most consumers understand it is only an
endorsement
XXXVII.
•
•
•
XXXVIII.
XXXIX.
.
1'. Know they won’t make it to Wimbledon simply because they
use the tennis racquet that Venus Williams endorses
The use of naming rights in SEM
A. ________________________ - are a financial transaction and form of
advertising (sponsorship) whereby a corporation or other entity purchases
the right to name a facility or
event, typically for a defined period of time.
For properties like a multi-purpose arena, performing arts venue or an athletic
field, the term ranges from three to 20 years.
Longer terms are more common for higher profile venues such as a professional
sports facility.
Key players in a naming rights sponsorship are:
– Sport teams/owners – venue owners – corporations
Explain advantages/disadvantages for teams/events selling corporations naming
rights
____________________________________________
a. _______________________________________
b. Maximize promotion of products and services
c. Promote customer retention and or increase market share
d. Can be a good public relations plan for community
e. This can be very expensive and may not be your target market
f. Team may have losing season or lose popularity
Explain advantages/disadvantages for teams/events selling corporations naming
rights
______________________:
a. ____________________________________________________________
b. A means to pay for construction or maintenance costs at the venue
c. Good public relations in gaining corporation support within a community
d. Most naming right deals involve suite purchase too
e. Venue must be protective of its target market and sign with correct
corporation
f. Corporate entity could go bankrupt, engage in fraudulent activities or be
purchased
.
.