Lesson 1 Slides-Branding

LESSON 6.1

• Branding & Licensing

• Branding

• LESSON 6.1

• Branding & Licensing

• Branding

• Re-establishing brand position and strengthening the brand is a critical component for maintaining a strong brand
• Gatorade determined it needed to see more growth within the teenage segment of its customer base so it launched the “G Series” campaign

• LESSON 6.1

• Branding & Licensing

• Branding

• Often times a re-branding effort includes the development of a new logo or the alteration of an existing logo.
• NBA’s Charlotte franchise changed their name from the Bobcats to the Hornets (the franchise’s original nickname) and the New Orleans Hornets changed their name to the Pelicans

• LESSON 6.1

• Branding & Licensing

• Branding

• Re-branding requires careful planning and exceptional attention to detail
• According to the Charlotte Observer, Charlotte’s rebranding effort cost the franchise nearly $3 million but has resulted in an immediate uptick in sales, with an increase of 59% in new ticket sales and a significant boost in sponsorship and merchandise sales

• Co-branding is the practice of using multiple brand names to jointly promote or market a single product or service

• Copyright © 203 by Sports Career Consulting, LLC

• LESSON 6.1

• Branding & Licensing

• Branding

• Branding

• In 2012, Reebok and Marvel partnered to launch a limited edition sneaker collaboration featuring shoes inspired by some of the most popular characters in the Marvel Universe (including Wolverine, Spider-Man and Captain America among others). The co-branded kicks were available online and through Foot Locker retail stores.

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