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CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 6.00 6.

01 Identify the components of branding and licensing within the sports and entertainment industry. Explain the concept of branding.

A. Identify the forms of branding. 1. A brand is a design, name, symbol, term, or word that distinguishes and identifies a company and/or its products or services. 2. A corporate brand represents the entire company or organization. For example, Coca-Cola, McDonalds, Kraft, or Microsoft. 3. A product brand represents a specific product of a company or organization. For example, Diet Vanilla Coke, Big Mac, or Windows XP. 4. A private distributor brand is also called a store brand. These products are branded under the private distributors label. For example, the Radio Shack brand of batteries, or the Lowes Foods brand of Macaroni and Cheese. B. Explain the components of a brand name. 1. A brand name includes all of the combined impressions and experiences associated with a particular company or product. For example, McDonalds makes the customer think about quick food, low prices, and consistent service. 2. Brand identity consists of a spoken name and the corresponding design, logo, or symbol. For example, Coca-Cola and the Coke swirl or Nike and the Nike swoosh. 3. Brand image is the consumers beliefs about the company and/or its goods or services. Quality, price, and value may affect a brands image. 4. Brand equity is the perception of added value a product has as a result of its brand name. A highly recognizable brand has a high level of brand equity. Brand equity is an intangible perception or memory. a. The benefits of brand equity include: i. Brand name recognition or awareness ii. Customer loyalty iii. Perceived quality iv. Strong emotional or mental associations b. Brand equity can be a valuable asset. The following data shows the perceived value of brand equity for a few of the top companies: i. Coca-Cola $69 billion ii. Microsoft $65 billion iii. Disney $32.6 billion iv. American Express $17 billion v. Ericsson $7 billion C. Discuss the forms of trademarks. 1. A trademark is a word, phrase, symbol, or design that identifies and distinguishes the company from others. A trademark has legal protection through the United States Patent and Trademark Office. 2. A service mark is the same as a trademark but for a service.
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CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 6.00 6.01 Identify the components of branding and licensing within the sports and entertainment industry. Explain the concept of branding.

3. When a company claims rights to a trademark or service mark, they may use the TM or SM designations to indicate ownership of the mark. Once the United States Patent and Trademark Office registers a trademark or service mark, the company may use the symbol. 4. A trade character is a personified symbol that represents the brand name. For example, Mickey Mouse for Disney, Captain Fear for the Tampa Bay Buccaneers, or STORMY for the Carolina Hurricanes. D. Discuss the elements that make a brand successful. 1. Easy to pronounce and free from negative connotations. For example, Tide or New Balance. 2. Short and easy to remember and recognize. For example, Nike or Epic Records. 3. Describe the products features and/or benefits. For example, Arcticat Snowmobiles or Goodyear Aquatred. 4. Consistent with the image of the product. For example, SnackWells or FedEx. 5. Must be distinctive enough to not infringe on any copyrights for other trademarks, should be capable of legal protection and registration.

Sports and Entertainment Marketing I Summer 2003 89

CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 6.00 6.01 Identify the components of branding and licensing within the sports and entertainment industry. Explain the concept of branding.

Resources Printed References: Marketing Essentials, 3rd ed., pp. 566-583. Sports and Entertainment Marketing, pp. 10, 37-38, 106-110, 156, 179-180, 205. Marketing, pp. 226, 271, 286. Suggested Activities: Using newspapers and/or magazines, have students cut five examples each of brands, corporate brands, product brands, and private distributor brands. Have students mount on a piece of paper and label each. Have students cut from newspapers and/or magazines three examples each of a companys design, logo, or symbol, and examples of different companies trademarks. Select three sports or entertainment businesses and create a new brand identity for each. Have each student select a sports or entertainment company and have them research the history of the companys development, pertaining to their trademark, brand name and image. Each report should have at least two pictures and be a minimum of 100 words. There is a 6.00 project at the end of this competency. Websites:

Teacher Notes

Other Resources: 6.01 PowerPoint Presentation


Sports and Entertainment Marketing I Summer 2003 90

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