Sports Marketing: Branding and Licensing
Terms in this set (14)
a name, word or words, symbol, or design that identifies an organization and its products
a word or words, letters, or numbers representing a brand that can be spoken
a device that legally identifies ownership of a registered brand or trade name
value a brand has beyond its actual functional benefits
a brand owned by the producer of the product
branding strategy that combines one or more brands to increase customer loyalty and sales for each product
a brand that carries a name developed by the wholesaler, retailer, or catalog house
a brand that represents a general product category and does not carry a company or brand name
an agreement that gives a company the right to use another's brand name, patent, or other intellectual property for a royalty or fee
names or businesses appear on a scoreboard or electronic screen
one major sponsor for an event
Company purchases promotional rights to an entire stadium (Citizen's Bank Park).
Another premium sponsorship whereby only one product in a product category is granted sponsorship
when a person speaks behalf of a product, statement of approval
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