Kinesiology 3399F/G Lecture 3: Lecture 3
26 Jan 2019
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Document Summary
The brand name and marks associated with a sport organization (such as a logo) serve to provide a point of differentiation from the other sport products that exist in the market place. The brand name, logos, marks, and colors of a sort organization serve as a starting point in the brand management process. Sport brands trigger feelings and attitudes toward a particular sport product that have been developed through sport consumption. Defined as "a set of assets and liabilities linked to a brand, it"s name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm"s customers. " What a sport organization is able to achieve a strong image in the consumer"s mind, it realizes brand equity. People will still buy a nike shoe because of the swoosh even though the brooks shoe might be higher quality. Less drastic revenue declines when the team loses.
