SPMT 270 EXAM 4 (WALTEMYER)
Role of Sport in Branding - ANSWERS-- Sport offers unique and
distinguishable elements with branding
- Communication is a premium given the presence of sport in TV,
radio, and print media
- Online communications and engagements build interactive
relationships with fans/ consumers
- Current and former athletes can aid in creating equity and loyalty
- Emerging technologies (video games and live streams) increase new
opportunities for brands to increase rach and loyalty amongst fans
Professional Athletes - Threats - ANSWERS-- Athletes are complex
individuals & the reception of their image can change as their career
progresses
- Off-sport incidents can also impact public reception
- Social Media and changes in society can represent new opportunities
Sport Teams - Threats - ANSWERS-- While wins and losses are
important, they are NOT significant in the reception of loyal
consumers
- Positive perception of organization are key
~ Target marketing
~ Fan engagement
~ Fan experience
, Protection in Brand Management - Threats - ANSWERS-- As brands
grow and work to become established, their images and attributes
must be protected
- Recognizable colors, patterns, logos, and mascots are all able to be
protected by law
Three major factors have increased the presence and sophistication of
sport licensing - ANSWERS-- Increase fan interest
- More pointed and sophisticated marketing
- Better quality products
Benefits of licensing - ANSWERS-- Fans can identify with players
and teams
- Presence within various marketplaces
Legal Protections with Licensing - ANSWERS-- Protections against
copyright infringement
- Dictates relationships between owner and those granted access to
properties
- Determines length and geographic scope of intellectual properties
Without proper attention, sport organizations could: - ANSWERS--
Risk losing your intellectual property (and potential liability)
- Deceive consumers (i.e. st yourself up for potential liability)
Role of Sport in Branding - ANSWERS-- Sport offers unique and
distinguishable elements with branding
- Communication is a premium given the presence of sport in TV,
radio, and print media
- Online communications and engagements build interactive
relationships with fans/ consumers
- Current and former athletes can aid in creating equity and loyalty
- Emerging technologies (video games and live streams) increase new
opportunities for brands to increase rach and loyalty amongst fans
Professional Athletes - Threats - ANSWERS-- Athletes are complex
individuals & the reception of their image can change as their career
progresses
- Off-sport incidents can also impact public reception
- Social Media and changes in society can represent new opportunities
Sport Teams - Threats - ANSWERS-- While wins and losses are
important, they are NOT significant in the reception of loyal
consumers
- Positive perception of organization are key
~ Target marketing
~ Fan engagement
~ Fan experience
, Protection in Brand Management - Threats - ANSWERS-- As brands
grow and work to become established, their images and attributes
must be protected
- Recognizable colors, patterns, logos, and mascots are all able to be
protected by law
Three major factors have increased the presence and sophistication of
sport licensing - ANSWERS-- Increase fan interest
- More pointed and sophisticated marketing
- Better quality products
Benefits of licensing - ANSWERS-- Fans can identify with players
and teams
- Presence within various marketplaces
Legal Protections with Licensing - ANSWERS-- Protections against
copyright infringement
- Dictates relationships between owner and those granted access to
properties
- Determines length and geographic scope of intellectual properties
Without proper attention, sport organizations could: - ANSWERS--
Risk losing your intellectual property (and potential liability)
- Deceive consumers (i.e. st yourself up for potential liability)
