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Strategic Brand Management

by: scampbell20 Notetaker

Strategic Brand Management 420-001

scampbell20 Notetaker
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About this Document

BLIP Model, why the model is needed. Building brands How to build a strong build The Seven P's Choosing a Brand Name Brand Architecture Strategies What do colors signify in logos/brands mark...
Sport Marketing
Dr. Matthew Blaszka
Class Notes




Popular in Sport Marketing

Popular in Recreation and Leisure Studies

This 4 page Class Notes was uploaded by scampbell20 Notetaker on Friday March 18, 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 11 views. For similar materials see Sport Marketing in Recreation and Leisure Studies at Indiana State University.


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Date Created: 03/18/16
Strategic brand management -BLIP Model -building brands -leveraging brands -identifying and measuring brands -protecting brands Why is the model needed? -tendency to over-concentrate on important issue of brand building -focus on brand building alone leaves your brand at risk -neglecting other critical elements of strategic brand management -need to focus on continual management of brand after its initial creation Building Brands -focus on what you want your brand to represent (brand identity/image) -concentric circle How to build a strong brand -Remember that anything can be considered an association -all actions taken by an organization can affect the perception of consumers. -therefore, to build a strong brand, the organization must create strong, unique, and favorable associations -7 P’s product= customer experience should build and solidify desired perception place=distribution points will say something about your brand promotion=marketing activities should all build positive associations price=low enough to drive growth but not dilute brand people=customer service personnel are the “face of your brand” physical evidence=how does your stadium/arena experience add to the brand experience? process= flow of activities could have a major impact on brand -Choosing a brand name -short, memorable, meaningful/relevant, different, licensable -name and logo requires good deal of research and brainstorming -brandiose process -incorporate stories, history, traditions, etc Brand Architecture -the structure of brands within an organization and how brands are named -branded house vs house of brands Strategies -reinforce the brand -revitalize the brand -often times in form of rebranding -evolutionary vs revolutionary what do colors signify in logos/brands marks? -red= very noticeable, emotional color, sporty, speed -orange=fun, youthful, appealing, tropical -yellow=sunshine, youthful, light, happy -green=nature, healthy, safety -blue-calm, creative, intelligent, sky, sea -purple=stability, royalty, prestige, kings -black=powerful, classy -white=clean, good, heavenly Marketers must make decisions on how to best utilize their brand assets -utilize established equity to create: -line extensions -adding a new form of the product or service -in the same product category -brand extensions -entering products/services with an existing brand name into a new product category -one of the major trends in sport -number of potential positive and negative outcomes -great risk involved with brand extensions -failed extension could dilute the brand equity of the parent brand -some failed extensions? -co-branded products -licensing opportunites Leveraging Brands -brand extensions -what will determine success of a brand extensions? -percieved quality of the brand introducing the extension -attitudes and associations one has for the parent brand -product category fit -fan identification levels -why extensions can dilute brand equity -beliefs about a brand will change when presented with new inconsistent attributes/associations -dilution more likely to occur for fans at moderate and low levels of identification -measuring brand equity -conducting research to determine items such as: -what does brand mean -attitudes towards the brand -associations do consumers have -colors associated -brandspersonality -how done -quantitatively= surveys, financial measures -qualitatively= listing technique, brand collagues, concentric circles


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