Brand and Product Marketing
Need to establish ground work, terminology, and get you talking the talk about concepts
such as Brands, Products, Branding, Brand Mantra, Brand Marketing, and Product
Brands and Brand Equity
Ch 1 Special Nature of Sport Marketing
Key ingredients of a successful sports branding effort
Stickiness of an idea
How does brand capture fans imagination?
Reach of brand
How far does influence of brand extend?
Do different segments
Global/ International Brand Marketing
Global/International Marketing Strategies.
What everyone wants and assumes
Easier said than done
But, must be done
Could be helpful with a Global/International Strategy
Ch 4 Market Research in the Sport industry
Within the sport industry, market research is defined as the provision of insight and
information on sports fans culled from a variety of data sources
Sources of Information
Syndicated data are d
Ch 2 Strategic Marketing Management
Step 1 Develop Vision, Position, and Purpose
Understanding of consumer needs
The sports consumer
Strengths and weaknesses of the organization
Opportunities and threats in the marketpl
Many Marketers think theyve discovered the next greatest thing maybe we have
MARKETING Research Secondary AND Primary could confirm this for us.
And/or, it will help us listen better more clearly hear what th
Ch 3 Understanding Sport Consumer
Types of Sports Consumers
- Sports Participants
- Ancillary sports consumption
Key Questions to consider
Who are my consumerspast, present, and futurein terms of both demographics
(age, sex, income) and psyc
Not very glamorous, but hugely important.
You could have the best new product idea, line extension idea, and the greatest
advertising campaign, but if you price the product incorrectly you will fail. And, Senior
Tax Time/ Year-long Spending
Tax time is one of the few opportunities when households receive a sizeable amount of money.
While it may be tempting to spend that money on wants vs. needs, saving your tax refund can
protect you from needing to turn to payda
Segmentation, targeting, position
Customer Segments Target Market Positioning
Not everyone should be your target
There IS a difference between a 17 year old male and a 77 year old female.
There are several ways to segment and group targ