Sports Marketing- Branding

Front 1

Positioning brands so consumers buy more

Back 1

Product Positioning

Front 2

Basis of how create brand positioning

Back 2

Points of Difference

Front 3

Where match competitors similarities- things have to have to compete

Back 3

Points of Parity

Front 4

3 Q's of Branding Article-

Back 4

1. Have we established a frame of reference?
2. Are we leveraging our points of parity?
3. Are the points of difference compelling? Do the customers care?

Front 5

3 Ways to Establish Points of Difference

Back 5

1. Brand Performance Association
2. Brand Imagery Associations
3. Consumer Insight Association

Front 6

3 Ways to Establish Points of Difference:
1. Brand Performance Association

Back 6

-Functional performance aspects of brand
-Ex. Cushioning, support

Front 7

3 Ways to Establish Points of Difference:
2. Brand Imagery Associations

Back 7

Create a vision or image of who uses product under what conditions

Front 8

3 Ways to Establish Points of Difference:
3. Consumer Insight Associations

Back 8

Used when a brand's performance and imagery don't differ much from competition

Front 9

3 Q's of Branding Article:
1. Have we established a frame of reference?

Back 9

What market space are we competing in?

Front 10

3 Q's of Branding Article:
2. Are we leveraging our points of parity?

Back 10

-Things have to have to play
-Up to folks managing brand to get consumers to realize the points of parity

Front 11

3 Q's of Branding Article:
3. Are the points of difference compelling?

Back 11

Do the consumers care?
-Basic form of question