Branding

Richard BerryHead of Creative Design

Branding

Advantages Attributes Management Equity

Advantages

Premium pricing Customer volume Repeat purchases Trade efficiencies

Attributes

Image Corporate identity Reputation

Management

Architecture Stretch/extension Dilution Compliance

– Templates– Typography– Colours

Equity

“A set of assets and liabilities linked to a brand’s name that add or subtract from the value provided by a product or service to a firm and/or that firm’s customers.”

Aaker (1998)

Sponsorship Activation

Richard BerryHead of Creative Design

Sponsorship

Properties Rights Activation Evaluation

Activation

Objectives Public Relations Advertising Direct marketing Events Merchandising Endorsement

Evaluation

“Eyeball exposure” Sales Compare relative ROI Profile

Hierarchy of events

Awareness of a sponsorship or event Recognition of brand’s involvement, and

message the brand communicates through the sponsorship or event

Message positively affects buyers’ perceptions and attitudes towards the brand

Success factors

Engaged fans involved in product category Substantial budget for

activation/promotion Clear message to a target market

responsive to the brand Link between product and property

Rights

Naming rights (competition)– Carnegie Challenge Cup– Carnegie World Club Challenge– Carnegie Champion Schools– Carnegie Champion Colleges– Carnegie Great Student Run– Carnegie Floodlit Nines– Addis 2008 presented by Carnegie

Rights

Naming rights (teams)– Yorkshire Carnegie (cricket)– Leeds Carnegie Ladies (football)

Secondary sponsors– Leeds Rhinos (rugby league)– Leeds Carnegie (rugby union)

Naming rights (venues)– Headingley Carnegie Stadium

• Carnegie Stand• Carnegie Pavilion

Carnegie Challenge Cup

Richard BerryHead of Creative Design