Tag Archives: brand management

Finally March Madness Applies to Women’s Basketball, Too!

By chance did you watch the NCAA Final Four Basketball? It was an incredible final match-up with Univ. of Connecticut and South Carolina, with So. Carolina the final champion. What a game!

Oh wait. Sorry. Did you think I meant the men’s final? Not this year – it was the women getting some equity and coverage. Finally.

Remember last year’s disparity in how the men’s and women’s teams were treated? The issue caught fire online and the outrage caused an outside review of the NCAA’s treatment of the tournaments. The 200-page report stated that the NCAA “prioritized men’s Division I basketball over everything else” – including broadcast agreements, sponsorships, distribution of revenue, and culture.

Not only were locker rooms and equipment clearly unequal (among many other issues!), but the women’s tournament wasn’t even allowed to call itself ‘March Madness’. Only the men’s tournament could use “March Madness” branding. And we all know how powerful branding is for business.

In response to the report’s findings, there were a lot of changes made this year and you may have noticed expanded media coverage as one of the changes. It seemed as if suddenly sports journalists discovered just how powerful women’s basketball was with audiences.

The final championship game was the most-watched women’s national championship since 2004. The 4.85 million viewers on ESPN was an increase of 30% from 2019. The full NCAA Division I women’s tournament averaged 634,000 viewers/game for an increase of 16% from last year. In terms of hours of TV viewing, it was roughly 4.1 million more hours of viewing this year versus 2021!

The research report also found that NCAA has left tens of millions of dollars on the table due to its NOT recognizing the earning potential of the women’s tournament. Estimates are that the women’s tournament could bring in as much as $100 million in broadcast payments. That’s revenue that NCAA can’t afford to miss!

Think about it for a minute. The math is simple.

More viewing hours means more opportunity for marketing and advertising.

Group Activities and Discussion Questions:

  1. Poll students: Who watched the women’s tournament? Who watched the men’s tournament? Why or why not?
  2. Show video of last year’s discrepancies: https://youtu.be/ozGknW86DWA
  3. (Optional) Video of the money behind March Madness: https://youtu.be/ubqGb4_iJMI
  4. Discuss how to build and use a SWOT analysis grid: strengths, weaknesses, opportunities, and threats (internal and external factors).
  5. For NCAA, break students into teams and have each team build a SWOT analysis grid.
    1. Strengths: what is company good at?
    1. Weaknesses: what needs work?
    1. Opportunities: what is going on in marketplace?
    1. Threats: what should company be wary of?
  6. Based on the analysis, what are the issues and risks that might occur?
  7. Where would the women’s basketball tournaments fit into the grid?

Source:  Baccellieri, E. (18 March 2022). March madness faced a gender reckoning. Now everyone gets a pasta station – but what else? Sports Illustrated.; Bachman, R. (15 March 2022). A year later, women’s NCAA tournament has more teams, more sponsors and ‘March Madness’. Wall Street Journal.; other news sources.

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Tattoos for Branding Purposes?

Every company and brand craves a loyal and engaged audience. After all, every day we see company logos on our clothes, cars, phones, bikes, autos, and more items. But why stop there? Perhaps the ultimate sign of devotion might be…. a physical tattoo of a brand logo on someone’s body.

It’s not a far-fetched idea. Tattoos can be images of people, characters, an important quote, a fantasy, or idea. But why do people get tattoos of a company’s logo? Basically it’s about the consumer forging a connection with the brand’s image or ideal. The logo becomes tied to specific ideals and customers are drawn to reflect that.

The man with the most tattoo logos lives in Mumbai and has 442 logos of his favorite brand. There is also a U.S. man with 864 insect tattoos and another man (from New Zealand) with the record of Homer Simpson tattoos – 41. Tattoos show what matters to us.

Recently DealA, a coupon and discount site, looked at the world’s most popular brands in categories such as gaming, media, automotive, food and drink, toys and fashion. Using hashtags on Instagram, the company counted posts tagged with a brand name followed by the word tattoo.

The top five logo tattoos on the list:

  1. Disney – most-tattooed media brand.
    1. 2nd place: Nickelodeon.
  2. Nintendo – most-tattooed gaming brand.
    1. 2nd place: PlayStation.
  3. Harley-Davidson – most-tattooed automotive brand.
    1. 2nd place: Volkswagen.
  4. Lego – most-tattooed toy brand.
    1. 2nd place: Hot Wheels
  5. Nike –  most-tattooed fashion brand.
    1. 2nd place: Vans.

What logo would you choose for a tattoo?

Group Activities and Discussion Questions:

  1. Poll students: Who has tattoos? What are the subjects? Does anyone have (or know someone) with a logo tattoo?
  2. Divide students into teams. Have each team list what they believe will be in the top 10 logo tattoos.
  3. Show the list of the most-tattooed brands: https://deala.com/blog/the-worlds-most-popular-brand-tattoos
  4. Video with logo tattoos: https://youtu.be/ZX8_MfWj4R0
  5. How can tattoos be used for advertising and promotion?
  6. Teams: Develop a promotion plan that uses tattoos as part of the communication mix. (Can be permanent or temporary tattoos.)

Source:  Herren, P. (11 March 2022). These are the most tattooed brands. AdAge; Perry, T. (8 March 2022). Harley-Davidson, Volkswagen make top ten of world’s most popular brand tattoos. Newsweek.

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2021 Top Global Brands

As marketers, we know that brands influence consumer purchasing decisions. But really, what is a brand? Does a brand have a financial value? Does it drive growth?

These are critical questions that drive the strategic marketing decisions of corporations around the world. In general, marketers define brand as the position that a company/product holds in the minds of the consumers. It follows then that if the brand holds a position in consumers’ minds, then it would definitely translate into a financial value for companies.

Each year, Interbrand does a financial analysis that seeks to define, in dollars, the value of a company’s brand – the result is the annual Best Global Brands ranking. In order to be included in the report:

  • The brand must be global – it must have successfully crossed geographic and cultural boundaries.
  • At least 30% of revenue must come from outside the brand’s home region.
  • The brand must have a significant presence in at Asia, Europe, and North America, as well as geographic coverage in emerging markets.
  • There must be sufficient publicly available data on the brand’s financial performance.
  • Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s cost of capital.
  • The brand must have a public profile and awareness above and beyond its own marketplace.

Interbrand’s brand valuation methodology seeks to determine, in customer and financial terms, the contribution of the brand to the company’s business results. There are three key components in the methodology for the valuations: analyses of the financial performance of the branded products or services, of the role the brand plays in the purchase decision, and of the competitive strength of the brand.

Brands in the top five include Apple (number one for the ninth consecutive year!), Amazon, Microsoft, Google, and Samsung. Tech leads the top 10 brands and the top three account for nearly a third of the total value.

Top risers from 2021 are Tesla, Salesforce.com, Nintendo, PayPal, Nike, Zoom and Adobe. Sephora (at number 100) is the only new brand entrant this year.

How many did you correctly guess?

Group Activities and Discussion Questions:

  1. Ask students to define “brand.” What is it? Does it have value to a company?
  2. Have students take out a piece of paper. Ask them to choose what they thing are the top 10 most valuable brands in the world.
  3. Then show the top 10 list from the Global Brand report: https://interbrand.com/best-global-brands/
  4. How many did they get correct? What surprised them?
  5. Show the video explaining the report: https://interbrand.com/best-brands/
  6. Show a video on the methodology used to evaluate brand value: https://youtu.be/tK2ozWQ0HA4
  7. Show students several of the sections within the site and view the videos as a class.
  8. Divide students into teams and assign each team an industry category to examine: automotive, apparel, beverage, electronics, energy, etc.
  9. Have each team present key findings from the industry sector they examined.
  10. How can these findings be applied in marketing strategies?

Source: Interbrand.com; PR Newswire

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