SPMA 3P65 Lecture Notes - Lecture 8: Brand Equity, Brand Management
23 Mar 2016
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Document Summary
It is the name, logo and symbols associated with the sport organizaion. They collecively serve to provide a point of difereniaion form the marketplace"s other sport products. The brand is, like a badge that lends you a certain idenity. The brand name, logos, marks and colours of a sport org. serve as a staring point in the brand management process. To create such a strong impression in the consumers" minds that when they see or hear something that includes a brand"s name or see its logo, marks or colours, they experience intense posiive feelings. The posiive feelings are known as brand equity: a set of assets and liabiliies linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service. Less drasic revenue declines when the team loses. Licensing and merchandising opportuniies to create brand extensions.
