sponsorship - Branding The identity of a specific product,...

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Branding The identity of a specific product, service, or business A brand can take many forms, including a name, sign, symbol, color combination or slogan A legally protected brand name is called a trademark Example: coca cola Brand Experience Thoughts, feelings, perceptions, images, experiences, beliefs, attitude became linked to the brand Brand management The art of creating and maintaining a brand is called brand management Goal is to make the product or services relevant to the target audience A brand which is widely known in the market place acquires brand recognition Brand Awareness Brand awareness refers to person’s ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles etc Brand love levels are measured by Brand image Exists in the minds of people Consists of all the information Brand promise: the owener of the brand has a ovision of what the brad can do for the audience What makes the brand important? Create the impression that a brand associated
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Global brand Pros and Cons o Reflect the same set of values around the world o Economies of scale o Lower parketing costs Some things differ from country to country Loval brand: a brand that is sold anf marketed in a relatively small and restricted geographical area What is a sponsorship? A sponsor provides funds or in-kind contributions to promoters or organizers of events Sponsor receives consideration Are business transactions o Big business o $11 million spent each year on sports sponsorships o Also spent on music events, festivals, art events and other causes o Sponsorship is growing and sports is still king but other categories are also taking a bigger share of the pie Reasons companies sponsor o Heighten visibility o Shape consumer attitudes (brand image) o Narrowcasting (reach a niche market)
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sponsorship - Branding The identity of a specific product,...

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