Sports Marketing 1.06

Copyright
Legal protection of original works and intellectual properties granted by the government to give their creators sole rights to them
Naming rights
A financial transaction and form of advertising whereby a corporation or other entity purchases the right to name a facility or event, typically for a defined period of time
Endorsement
A form of testimonial from someone that indicates that they like or approve of a product
Licensing
Permission to copy the name, logo, or trademark of a league, athlete, sports team, entertainer, film, television show, or character for a fee, also called a royalty
Slogan
A phrase that is easy to remember and represents a company or a product
Sponsorship
An agreement that allows a company to pay a fee to a team or an event for the right to affiliate itself with that team or even
Brand awareness
Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product’s introduction.
Brand image
The consumers’ beliefs about the company and/or its goods or services often in terms of quality, price, and value
Trademark
A symbol, design, or word used to identify a good or service and registered with the government to prevent use by others
Brand equity
The perception of added value a product has as a result of its brand name
Brand loyalty
The extent of the faithfulness of consumers to a particular brand
Royalties
A percentage of actual sales that a licensee pays to a licensor, usually anywhere from 5 to 15 percent
Logo
The name and/or symbol used by a business (also called a signature)
Licensor
An organization or company that holds the rights to trademarked property
Licensee
A company that wants to manufacture and sell products using trademarked property
Guarantee
The fee a licensee pays up front in order to use trademarked property