MKT 828 Lecture Notes - Lecture 16: Red Sox Nation, Air Jordan, Brand Equity
6 Dec 2017
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Document Summary
The brand name and marks associated with a sport organization (such as a logo) serve to p. Sport brands trigger feelings and attitudes toward a particular sport product that have bee. Its what the customer thinks and feels when they see the marks of a particular brand. Experiences with the brand (attending a game vs watching on tv) Emotions are important (positive= easier to engage with customers) Set of assets and liabilities linked to a brand, its name and symbol, that add or subtract fro. When a sport organization is able to achieve a strong image in the consumers mind, it real. Sponsors becoming more discerning about which events they will spons. Strong brands better able to develop brand extensions. The ability of a consumer to name the brand"s existence when its product category is. Cumulative effect of all associations with a particular brand. Development of unique, strong and favourable brand associations.
