Chapter 11 Flashcards
1
Q
On what category sponsorships spend the most?
A
On sports (68%), then entertainment tours / attractions (10%), causes (9%), etc.
2
Q
How does sponsorship look like in leagues?
A
- Narrow or broad sponsorship rights
- Narrow categories offer more opportunities, but If they are too restrictive or small, they lose appeal
3
Q
What are the types of sponsored events?
A
- Single-day events
- Multi-day events
- Off-field events
4
Q
What is brand equity?
A
It is the added value a brand possesses that can be attributed to the brand (name, logo, and image)
5
Q
What is licensing?
A
Legal agreement in which a brand owner grants use of its brand name or marks to another company (license for merchandise, video games)
Licensor - the logo, brand is theirs, they allow licensee to use it; they get paid (royalty)
Licensee - they are allowed to use other company’s brand, logo; they are paying
6
Q
Where brand equity can be used?
A
- Brand position
- Brand extensions
- Licensing
