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Branding in HE Sport the final frontier… By Glendon O’Donovan Problem Solver Product/Service (what we sell) Customers (what consumers need/want) Stages in Decision Making Process Problem recognition Information gathering Evaluation of alternatives

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problem solver
Problem Solver


(what we sell)


(what consumers need/want)

stages in decision making process
Stages in Decision Making Process

Problem recognition

Information gathering

Evaluation of alternatives

Product choice

origins of branding post industrial revolution
Origins of BrandingPost Industrial Revolution

Rapid rise of urban growth

Widening market through improved


Increased number of retail stores

Increased demand

Increased supply (choice)

Increased competition

growth of brands
Growth of Brands

Differentiate their products from the


As a symbolic device, (because consumers

select products that best match their actual

or desired self concept)

To reduce risk (increase trust)

As legal protection

As a strategic device

brand consumerism spectrum
Brand Consumerism Spectrum

Brand as policy

Brand as company

Brand as icon

Brand as personality

Brand as reference


added value in brands
Added Value in Brands

Blind test

Prefer Pepsi – 51%

Prefer Coke – 44%

Can’t say – 5%

Open test

Prefer Pepsi – 23%

Prefer Coke 65%

Can’t say – 12%

macro developments a few basic considerations
Macro Developmentsa few basic considerations
  • Former Minister of Education, Margaret Hodge announces that England’s universities must undergo radical free-market reforms
  • Variable tuition fees
  • Globalisation (internationalisation)
  • The London Olympics in 2012
  • Physical inactivity (as a primary cause of ill health) will remain a central health and multi-billion pound economic concern for the foreseeable future
  • Marketing noise
  • Audience fragmentation
stages in decision making process10
Stages in Decision Making Process

Problem recognition

Information gathering

Evaluation of alternatives

Product choice

from commodity to brand
From Commodity to Brand



Branded markets

Price differentiation

Commodity markets



Product/service image differentiation


why people take part in sport
Why people take part in Sport

Personal improvement: A release from

tension, sense of accomplishment, skill mastery,

improved health and fitness, other peoples

respect for ones athletic

achievement/skill/ability, enjoyment of risk

taking/excitement/adrenalin rush, personal

growth, positive values and personal pride

Sport appreciation: Enjoyment of the game, competition

and the dynamics of contest and victory

Social facilitation: Time spent with friends and family, sense of

being part of a group, belonging

sport as entertainment
Sport as Entertainment

Self esteem enhancement

Loyalty to the University

Need for affiliation

Diversion from everyday life

Entertainment value

Aesthetic value

Economic value

Friends/family ties

popularity of sport
Popularity of Sport

The amount of physical contact

The amount of speed

The amount of action

The duration of the event

The popularity of the sport

The strategy of the sport


Skill levels

Quality of home team

Quality of opposing team

Entertainment value

popularity of sport16
Popularity of Sport

Band (music)


Crowd size

Crowd noise

Food and refreshments

Scoreboard (information)


Other (toilets, ease of access, parking)

characteristics of power brands continued
Characteristics of Power Brandscontinued…





establishing a competitive advantage
Establishing a Competitive Advantage

Lower prices

Differentiation (offering a better product than

your rivals)

Focus (serving specific market segments

better than your competitors)

strategic considerations
Strategic Considerations

Marketing of sport and/or physical exercise


Marketing through sport


establishing competitive advantage
Establishing Competitive Advantage

Develop for income

Other sport

Invest for growth

Priority Focus Sports

Invest selectively






Invest selectively



Develop selectively

Other sport


Sport with limited return


Develop selectively

Other sport


Sport with limited return


Sport with no potential return


Attractive Average Unattractive

Market Attractiveness

establishing a competitive advantage24
Establishing a Competitive Advantage

The individual athlete and/or team

The coach and his support staff

Student athlete recruitment

Human performance science

Tutors and mentors

Marketing, operations and event management including

The media and

The fans (students/friends/family/staff/alumni)

sponsors and other stakeholders.

establishing a competitive advantage25
Establishing a Competitive Advantage

Market Size

Growth Rate


Social Impact

Opportunities & Threats

Barriers to Exit/Entry

Market Share

Core Competencies

Profit Margin vs Competitors

Relative Costs


Management Calibre

overview of brand asset development
Overview of Brand Asset Development




Brand Media

Usage Usage

Imagery Effect

Power Motivation

dimensions of a brand
Dimensions of a Brand

“A product is something that is made in a

factory, a brand is something that is bought

by a consumer…”(King 1996)

“It is the emotional benefits that account for brand choice, to a larger degree than rational ones.”

(Sampson 1993)

internalise the brand
Internalise the Brand


External marketing

Internal marketing



Interactive marketing

building brand equity
Building Brand Equity

Dare to be different

Make an emotional connection

Internalise the brand

Determine your own fame.


Forget product: Study consumer needs and wants

Forget price: Understand consumer cost to satisfy

Forget place: Think convenience to buy

Forget promotions: Think communications


Cars rust, people die,

buildings become dilapidated,

but what lives on are brands…