Branding And Sponsorship 4
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Transcript of Branding And Sponsorship 4
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Branding
Richard BerryHead of Creative Design
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Branding
Advantages Attributes Management Equity
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Advantages
Premium pricing Customer volume Repeat purchases Trade efficiencies
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Attributes
Image Corporate identity Reputation
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Management
Architecture Stretch/extension Dilution Compliance
– Templates– Typography– Colours
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Equity
“A set of assets and liabilities linked to a brand’s name that add or subtract from the value provided by a product or service to a firm and/or that firm’s customers.”
Aaker (1998)
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Sponsorship Activation
Richard BerryHead of Creative Design
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Sponsorship
Properties Rights Activation Evaluation
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Activation
Objectives Public Relations Advertising Direct marketing Events Merchandising Endorsement
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Evaluation
“Eyeball exposure” Sales Compare relative ROI Profile
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Hierarchy of events
Awareness of a sponsorship or event Recognition of brand’s involvement, and
message the brand communicates through the sponsorship or event
Message positively affects buyers’ perceptions and attitudes towards the brand
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Success factors
Engaged fans involved in product category Substantial budget for
activation/promotion Clear message to a target market
responsive to the brand Link between product and property
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Rights
Naming rights (competition)– Carnegie Challenge Cup– Carnegie World Club Challenge– Carnegie Champion Schools– Carnegie Champion Colleges– Carnegie Great Student Run– Carnegie Floodlit Nines– Addis 2008 presented by Carnegie
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Rights
Naming rights (teams)– Yorkshire Carnegie (cricket)– Leeds Carnegie Ladies (football)
Secondary sponsors– Leeds Rhinos (rugby league)– Leeds Carnegie (rugby union)
Naming rights (venues)– Headingley Carnegie Stadium
• Carnegie Stand• Carnegie Pavilion
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Carnegie Challenge Cup
Richard BerryHead of Creative Design
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