Sports Marketing

Question 1

What strategies are used to market manufacturer brands

Answer 1

Multi-Product Branding
Multi-Branding
Co-Branding

Question 2

Multi-Product Branding

Answer 2

Manufacturer uses one name for all its products
Ex: Nike, Nike shoes, Nike jerseys
-brand extension: using existing brand name for an improved new product in the product line

Question 3

Multi-Branding

Answer 3

Each product in a product line has distinctive name

-used for products that target different consumers or to prevent competitors from taking market shares

Question 4

Co-Branding

Answer 4

Combined one or more brands to increase customer loyalty and sales for each product
Ex: Visa co-branded with Aeroplan
Ex: global fund to fight AIDS co-branded with Amex,apple, converse, dell, gap,Starbucks, hallmark

Question 5

Brand

Answer 5

Name word(s) symbol or design that identifies an organization and its products 
-includes a company overall images and values

Question 6

Brand identity

Answer 6

Brand Name
Ex Puma
Logo/symbol
Ex jaguar

Question 7

Trademarks

Answer 7

Trade name is legal name of a company
Ex coca-COLA limited
-when a trade name is registered it also becomes a trademark which legally identifies ownership

Question 8

Soundmark

Answer 8

Trademark identified by a sound that is associated with a company
Ex Roaring lion in the start of an MGM film

Question 9

Importance of branding

Answer 9

• helps company to introduce new products ex virgin mobile virgin radio virgin airlines
• creates an image for the product
• encourage brand recognition
• Builds customer loyalty

Question 10

Characteristics of a good brand name

Answer 10

-offer a benefit
(Offer customer value)
Ex Gatorade add sounds like aid which means help
-be simple
(Easy2 spell pronounce and remember)
-different and positive 
(Set apart from regular vocab)
Ex Google
-reflect and image
(Say something about product)
Ex wheeties uses athletes on package
-protectable 
(Using trademarks, patents and licensing)

Question 11

Types of brands

Answer 11

Manufacturer brands
Intermediary brands
Generic brands

Question 12

Manufacturer brands

Answer 12

Owned by producer of product
Producer responsible for marketing brand
Ex Apple Sony Adidas

Question 13

Intermediary brands

Answer 13

Carries a named developed by the wholesaler or retailer
Ex Sportcheck
Sells manufacturer products under their own private labels

Question 14

Generic brands

Answer 14

Represents general product category does not carry recognized company or brand name
Ex no name (commonly grocery)

Question 15

Endorsements vs advertising

Answer 15

Advertising used anonymous actors e

Endorsements pay a celebrity to recommend and encourage of a product

Question 16

Factors favouring athletes as endorsers

Answer 16

Accomplishments
Enduring personalities
Participants in international sports
Athletes provide positive results for the marketer

Question 17

Factors impacting endorsement affectiveness

Answer 17

Endorser is a high achiever
-correlation between the effectiveness of an athlete in an endorsement role and what the athlete/entertainer has achieved throughout his or her career

Question 18

Selection process

Answer 18

Is the athlete/ celebrity

• trustworthy
• recognizable
• affordable
• at little risk of negative publicity
• appropriately matched to target audience

Question 19

Sponsorship vs advertising

Answer 19

Advertising any paid non-personal communication through various medias about a business firm 
Persuasive messages
Standardization 
Guaranteed number of consumers reached 
Evaluation 

Sponsorship is a relationship between marketer and a property in which the marketer pays a cash/fee in fortune for access to the exploitable commercial potentially associated with the property

Question 20

Advantages of sponsorship

Answer 20

Credibility 
Image 
Prestige 
Internal morale 
Sales opportunities 
Access to a live audience

Question 21

Sponsorship objectives

Answer 21

Drive sales 
Improve image 
Create greater awareness
Provide hospitality opportunities 
Enhance employee morale

Question 22

Types/categories of sponsorship

Answer 22

Sports
Entertainment(tours,attractions)
Causes 
Arts
Festivals 
Associations and membership organizations

Question 23

Licensor

Answer 23

Owner of properties that are designated in the contract

Question 24

Licensee

Answer 24

Does not own the properties they are granted permission to use then for specific marketing activities
Ex teams logo is a trademark can’t be legally used without permission

Question 25

Intellectual properties

Answer 25

Intangible assets that an organization can claim ownership

• name
• logo
• slogan
• symbol
• colour
• sound

Question 26

Royalty

Answer 26

Percentage of revenue given to the licensors from the sales of licensed merchandise (usually 9%)

Question 27

Benefits for licensor

Answer 27

New revenue stream
Distribution without significant investment
Creation of customer/public awareness and interest
Control of standard of quality
Control over array of available products
Protect image

Question 28

Benefits of licensee

Answer 28

Capitalize on licensors brand equity
Capitalize on short term phenomenons
Chives economies of scale
Reach new price points

Question 29

Selection criteria

Answer 29

Quality 
MarketAbility 
Liability 
Appropriateness to company's goals and missions 
Company stability

Question 30

Infringement

Answer 30

Law enforcement for trademark so much ofthe onus of tracking down offenders is placed on the trademark owners