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BRO Time:. 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
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BRO Time: • 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 Branding Sports and Entertainment Marketing
Name that Sports Brand What is Branding?
Brand • a name, term, design, symbol, or combination of these elements that identifies a product and distinguishes it from its competitors Branding
Brand Name • a word, group of words, letters, or numbers that represents a product that can be spoken • Should be easily pronounced, distinctive, and recognizable
Logo • A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. • Top Entertainment Logos and Jingles
Trademark • a brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government
Trademark Trademarks are used to prevent other companies from using a similar element that might be confused with the trademarked one.
Brand Equity • The value a brand has beyond its actual functional benefits • Customers are willing to pay more for a brand • Value becomes a competitive advantage History of Branding
Types of Brands and Strategies National Brands (manufacturer brand) Private Brands (intermediary brand) Generic brands
National Brands • Owned by a producer of the product • Manufacturers use: • multi-product • multi-branding • co-branding
Multi-Product • Used when the manufacturer uses one name for all its products • Example: Nike • basketball • running • soccer • golf • hockey
Multi-Branding • 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
Co-Branding • Combines one or more brands to increase customer loyalty and sales for each product • Two manufacturers team up to produce one product
Private Distributer Brands • Carries a name developed by the wholesaler or retailer, • Intermediaries contract with manufacturers to make products that are sold under their private labels
Generic Brands • Represent a general product category and does not carry a company or brand name.
Re-Branding 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
Branding Assignment • Create a brand for your assigned product. Remember that you need to be creative to be sure you catch the public’s attention. • Create a brand name for your product • Create a logo for your product • Write a paragraph explaining your target market • Submit assignment electronically