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RCSM 420: Brand Asscociations

by: scampbell20 Notetaker

RCSM 420: Brand Asscociations 420-001

scampbell20 Notetaker

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About this Document

What is a brand? What is the purpose? What it does? What is brand equity? What are the consumer-based equity models? What is brand equity in team sport? Where does this added value come from? What ...
Sport Marketing
Dr. Matthew Blaszka
Class Notes
25 ?




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This 4 page Class Notes was uploaded by scampbell20 Notetaker on Thursday March 10, 2016. The Class Notes belongs to 420-001 at Indiana State University taught by Dr. Matthew Blaszka in Spring 2016. Since its upload, it has received 10 views. For similar materials see Sport Marketing in Recreation and Leisure Studies at Indiana State University.

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Date Created: 03/10/16
Brand -a name, term, sign, symbol, sound or a combination of them intended to identify the goods and services of a seller and to differentiate them from the competition. Purpose –to transform generic products into products with an image -a means to distinguish the goods of one producer from another -differentiation is the key -adds value to the product or service for both the consumer and the organization What it does -branding builds “top-of-mind” awareness -branding creates an organizations personality -branding is consistent despite fashion and fads -branding is self-defining -it sells your company, not your products -branding makes a lasting impression -all at a young age Important to the consumer -eases info processing -identification of source of a product -risk and search cost reducer -assignment of responsibility to producer -promise, bond, or pact with producer -increases confidence in the purchase decision and satisfaction Important to the organization -increases efficiency and effectiveness of marketing programs -aides in customer retention -helps protect price/margins -ability to charge higher price -increased merchandising, licensing, and brand extension opportunities -provides a competitive advantage Brand equity -a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm’s customers -added value associated with a brand that is not captured by the functional attributes consumer-based equity models -aaker’s model -brand equity=brand awareness, brand associations, brand loyalty, perceived quality -keller’s model -brand awareness=brand recall, brand recognition , brand knowledge, brand image= types of brand associations, favorability of brand associations, strength of brand associations, uniqueness of brand associations Brand equity in team sport -equity= perceived quality, brand awareness, brand associations, brand loyalty -antecendents/conditions=team/org related, marketing mix, success, head coach, start player -experience related=actual consumer experience -market related=media coverage, WOM, competition, team support -consequencess=media exposure, merch sales, corp support, atmosphere, ticket sales, other revenues Where does this added value come from? -brand associations -anything linked in memory to a brand -associative network models of memory -brand schemas -the meaning you assign to the brand when you see its name or logo, see a related visual, hear a company jingle, and so on… -virtually anything can be considered an association…. -associations form brand image Common brand associations in team sport -non player personnel -team success -team history -team play characteristics logo -social interaction -characteristics of the sport -orgnizational attributes -competition -location -colors Examples of Associations -Brand as product -physical attributes -players, quality of team, link to a region -brand as organization -corporate culture -brand as person -personality -brand/customer relationships -brand as symbol -swoosh -colors -history of the brand


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