Sports and Entertainment Marketing

Unit 2-Branding and LogosMs. Roberts

What is Branding? Rebranding?

The 4 Brand Categories

The Signature (Logo and Slogan)

Research a Logo

Unit Outline

Logo, Symbol, or Name that identifies the product or a company, such as:

What is a Brand?

Branding: When a product or company is recognized by it’s symbol only.

How much did Nike payfor the “Swoosh’ DESIGN?

How many design changes have the Seahawks had?

Challenge question: 

How much did Nike pay for their famous swoosh logo?

The logo was created by founder Philip Knight. Cost $0$35.00$79.00$1,500.00$128,000

Brand Name

Brand Mark

Trade Character (Brand Personality)

Trademark

Other terms to know:

Trade Name

Brand Equity

Brand Identity

Brand Categories:

Rollerblade Gatorade Los Angeles Lakers

Trade Name: The legal name of a

company such as Reebok.

Brand Name: Word or group of words that identifies a product, such as:

Brand Mark, Trade Character, and Trademark

With or without name Personified character representing Sesame Street

Seattle Supersonics rebranded, several times

Britney Spears…

What is “Rebranding”?

SONICS logo.pdf

Brand Identity-A consistent feeling or image that consumers recognize.

Ex: Gatorade vs. store brand

Brand Equity-The value of a brand beyond its actual functional benefits.

Ex: Sale price of a sports team ie. Sonics to OKC

Brand Equity/Brand Identity

Name the four major branding categories:

1.

2.

3.

4.

RECAP

Called The Greatest Airline Logo on Earth… What do you think?

Go to sportslogos.net and begin your research.

The Signature- a logo and a slogan together.

Logo Assignment

Check in on Event Management Project

Questions?