Sports Marketing

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Name ______________________________________________________ Period _______
Sports Marketing Mrs. Cloghessy

Branding Project

We have discussed much about how companies successfully “brand” themselves to differentiate from their competition.

Successful branding will:

  • deliver your company’s message clearly

  • confirm your company’s credibility

  • give your target market an emotional connection to your brand

  • motivate the buyer to buy more of your products

  • concrete User Loyalty over your competition

Your Task:
As a group of 2-3, you have the opportunity to create your very own “brand” of sports or entertainment product (it must be different from one you have already created). It could be sporting equipment, a sneaker, athletic attire, a video game, or a sports themed restaurant (other product types need prior approval).
Your brand will be presented to the class in the form of a poster along with an oral presentation. Your poster(s) must include:

  • unique and recognizable brand mark (should include your brand name & explain function of product)

  • Trade character (which relates to the image of your brand & uses the colors of your brand mark)

  • Product Label. It must include:

    • brand mark

    • trade character

    • trade name

    • product guarantee

  • Company letterhead

  • Envelope

Part 1: Brainstorming
With the other leaders of your company, carefully make each of the following decisions for your brand:

  1. What type/class of products does your brand make?

  1. What type of branding are you using (multi-product branding/multi-branding/co-branding)? Explain WHY you chose this type.

3. What is the trade name (mother company of your brand)? (It can be real or fictitious.)

4. What is your brand name? Is it simple, unique, positive, previously unregistered, and able to last?

*Check to be sure your brand name isn’t already being used.
5. What will you use as your brand mark (logo)? You may or may not include your brand name in the logo, however it must illustrate the function of your brand’s products. Pay careful attention to the colors you include in the logo. Draw a rough sketch.
6. What will be your trade character (this character must be fictional and must relate to your target market)? What name will you give him? What will he look like? Draw a rough sketch.
7. What product guarantee will you offer with your product?
Part 2: Brand Mark (Logo) & Trade Character

In the space below, sketch a brand mark and trade character.

Brand Mark

Trade Character

Part 3: Product Label

In the space below draw a label for your product. Make sure the brand name, brand mark, trade name, and trade character are clearly identified. You must also include a product guarantee.

Part 4: Letterhead

Directions: In the space below, sketch a possible letterhead design for your brand. Be sure to include the following information:

  • Brand Name & Brand Mark

  • Street Address, City, State, Zip Code

  • Phone Number & Fax Number

  • Website

Part 5: Envelope

Directions: In the space below, sketch a possible envelope design for your brand. Be sure to include the following information:

  • Brand Name

  • Brand Mark (Logo)

  • Street Address, City, State, Zip Code

Branding Project Rubric

Brand Mark _____ / 20

Trade Character _____ / 20
Product Label _____ / 20
Company Letterhead _____ / 10
Envelope _____ / 5
Poster _____ / 10
Presentation _____ / 15

_____ / 100

Presentation Questions:

Why did you choose those colors for your logo?
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