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Sports Marketing - Branding

Sports Marketing - Branding. NASCAR history. Millions of fans support drivers; 72% loyalty to driver’s sponsor (brands) Sponsorship money 1970’s, R.J. Reynolds, Winston Cup. New Sponsor-Sprint/Nextel. 2004 No government restrictions—families Kiosks with new phones. Groups.

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Sports Marketing - Branding

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  1. Sports Marketing - Branding

  2. NASCAR history Millions of fans support drivers; 72% loyalty to driver’s sponsor (brands) Sponsorship money 1970’s, R.J. Reynolds, Winston Cup

  3. New Sponsor-Sprint/Nextel 2004 No government restrictions—families Kiosks with new phones

  4. Groups In what way are NASCAR fans considered loyal? Why did NASCAR need to find a new title sponsorship? What market is NASCAR trying to reach? Why is this important?

  5. What is a Brand? • Name, words, symbol or design that identifies an organization and it’s products

  6. Brand Name • A word, letters, or #’s representing a brand that can be spoken.

  7. Look familiar?

  8. Trademark-making it legal • Register with U.S. Patent and Trademark Office • Legally identifies ownership

  9. Brand Personality Winning Fighting Traditional, timeless Cool, stylish

  10. Strategies for Developing a Good Brand Name • Offer a Benefit • Be simple • Simple is more memorable- Nike • Be different and positive • Distinctive- Puma • Reflect an image • Say something about the product -Wheaties, Breakfast of Champions • Be unregistered

  11. Brand Equity • Value a brand has beyond its actual functional benefits, piece of mind • More popular a brand, more value it has • Equate the product with quality • Thus, consumers will pay a higher price

  12. Sports teams brand equity 1. Develop the brand in the consumer’s mind as a certain product: Minnesota Twins are a pro baseball team 2. Link the product’s brand name to an emotional connection: Twins fans think positively about the team and its players

  13. 3. Help consumers feel the way you want them to feel about your product: Twins fans stick with their team through good and bad seasons because of the bond they have with the team

  14. Co-Branding • Using multiple brand names on a single product • They combine to increase customer loyalty and sales • They should compliment each other

  15. Examples • AT & T Universal Mastercard • Eddie Bauer edition of the Ford Explorer • Coach edition of the Lexus ES series • Pillsbury brownies w/ Nestle chocolate • Braun/Oral-B Plaque Remover • Lays potato chips w/KC Masterpiece BBQ sauce • Disney and Mattel • General Mills Caribou flavored granola bars • Zippo giftpack with a Leatherman tool

  16. PPT Nascar-groups After brand personality Gatorade handout Go to slide 11—Strategies

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