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Branding in HE Sport the final frontier…

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  1. Branding in HE Sportthe final frontier… By Glendon O’Donovan

  2. Problem Solver Product/Service (what we sell) Customers (what consumers need/want)

  3. Stages in Decision Making Process Problem recognition Information gathering Evaluation of alternatives Product choice

  4. Origins of Branding Choice!

  5. Origins of BrandingPost Industrial Revolution Rapid rise of urban growth Widening market through improved transportation Increased number of retail stores Increased demand Increased supply (choice) Increased competition

  6. Growth of Brands Differentiate their products from the competition 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

  7. Brand Consumerism Spectrum Brand as policy Brand as company Brand as icon Brand as personality Brand as reference Unbranded

  8. 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%

  9. 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

  10. Stages in Decision Making Process Problem recognition Information gathering Evaluation of alternatives Product choice

  11. Typical National Segmentation

  12. From Commodity to Brand . High Branded markets Price differentiation Commodity markets Low High Product/service image differentiation Low

  13. 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

  14. 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

  15. 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 Athleticism Skill levels Quality of home team Quality of opposing team Entertainment value

  16. Popularity of Sport Band (music) Cheerleaders Crowd size Crowd noise Food and refreshments Scoreboard (information) Seating Other (toilets, ease of access, parking)

  17. Characteristics of Power Brands Differentiation

  18. Characteristics of Power Brandscontinued… Differentiation Relevance Esteem Familiarity

  19. Establishing a Competitive Advantage Lower prices Differentiation (offering a better product than your rivals) Focus (serving specific market segments better than your competitors)

  20. Strategic Considerations Marketing of sport and/or physical exercise and Marketing through sport .

  21. Establishing Competitive AdvantageImproving performance, and Increasing Participation

  22. Establishing Competitive Advantage Develop for income Other sport Invest for growth Priority Focus Sports Invest selectively Focus Sports Strong Business Strength Invest selectively Focus Sports Develop selectively Other sport Harvest Sport with limited return Average Develop selectively Other sport Harvest Sport with limited return Divest Sport with no potential return Weak Attractive Average Unattractive Market Attractiveness

  23. 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.

  24. Establishing a Competitive Advantage Market Size Growth Rate Seasonality Social Impact Opportunities & Threats Barriers to Exit/Entry Market Share Core Competencies Profit Margin vs Competitors Relative Costs Knowledge Management Calibre

  25. Establishing a Competitive Advantage

  26. Building Service Brand Equity

  27. Overview of Brand Asset Development People Demographics Psychographics Brand Media Usage Usage Imagery Effect Power Motivation

  28. 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)

  29. Internalise the Brand Organisation External marketing Internal marketing Employees Consumers Interactive marketing

  30. Building Brand Equity Dare to be different Make an emotional connection Internalise the brand Determine your own fame.

  31. Brands Forget product: Study consumer needs and wants Forget price: Understand consumer cost to satisfy Forget place: Think convenience to buy Forget promotions: Think communications

  32. Brands Cars rust, people die, buildings become dilapidated, but what lives on are brands…