Lesson 1 Slides-Branding

LESSON 6.1

• Branding & Licensing

• Branding

• In 2012, the Collegiate Licensing announced a partnership with Barbie for a co-branded, University-themed Barbie doll collection featuring Auburn University, The University of Alabama, University of Arkansas, and Louisiana State University.

• LESSON 6.1

• Branding & Licensing

• Branding

• The Sports Business Journal reported a co-branding arrangement between Mountain Dew and 7-Eleven in which they filmed several commercial spots featuring some of the soda brand’s athletes, including skater Paul Rodriguez, snowboarder Danny Davis and skater Keelan Dadd. PepsiCo and 7-Eleven will share the production costs for the spot, which will run during coverage of the 2013 Dew Tour.

• LESSON 6.1

• Branding & Licensing

• A brand analyst and strategy company (Millward Brown Optimor) annually ranks the world's most powerful brands measured by their dollar value

• Apple
• Google
• IBM
• McDonald’s
• 5. Coca-Cola

• LESSON 6.1

• Branding & Licensing

• 6. AT&T
• 7. Microsoft
• 8. Marlboro
• 9. VISA
• 10. China Mobile

• Top Brands

• Top sports/entertainment industry related brands of 2013 according to Millward Brown Optimor’s annual rankings

• 1. Apple
• 7. Microsoft
• 14. Amazon
• 28. Disney
• 56. Nike

• LESSON 6.1

• Branding & Licensing

• Top Brands

• The latest Forbes magazine ranked the most valuable sports team brands globally based on overall brand value (defined as “the portion of a team's overall value that is derived from its name”)

• New York Yankees (MLB) - brand value: $340 m
• Manchester United (UEFA) - brand value: $269 m
• Real Madrid (UEFA) - brand value: $264 m
• Dallas Cowboys (NFL) - brand value: $193 m
• Bayern Munich (UEFA) - brand value: $179 m

• Top Brands

•