THIS A A SHORT SUMMARY
1. Identify the team you have selected for the Short paper Licensing Recommendations activity. Also, discuss one of the elements you will be recommending for them to improve their licensing program as well as one strategic partner that can help drive this recommendation.
One of the top NBA teams in terms of success is the Los Angeles Lakers. Despite the widespread acceptance that team sport is a system product, service marketing theories and the distinctive qualities of team sport have yet to be fully acknowledged in sports brand equity research (Keating, 2018). The growth of the LA Lakers team’s spectator-based brand equity may be aided by a framework in which the features of spectator sports are acknowledged through organizational, market, and experience-induced antecedents. Brand awareness associations make up important parts of marketing strategy for spectator sports, and the outcome of these parts is manifested in several outcomes that boost the value of the team’s identity (Kunkel & Biscaia, 2020). Thus, this article recommends the following suggestions to improve the La Lakers licensing program.
Rights protection
The group should take the equity of their licensees seriously. This is far more than commercial branding security. The team should clearly define their infringement policy and cooperate with customs to provide training programs for identifying fake goods.
Mascot
The mascot is frequently a comical character since it might be difficult to design a serious mascot that also looks nice on a pencil sharpener. It might be challenging to choose a mascot that will appeal to adults and children, embody cultural heritage, and look attractive in a life-size outfit (Keating, 2018).
Product
The LA Lakers brand must have a relevant product line that appeals to all fans to succeed. Sporting events may last just a few hours, but a high-quality, licensed item might stay in a fan’s house for many years, serving as a constant reminder of the sporting event.
Awareness
Increasing brand awareness among all stakeholders and exercising caution while attempting to capitalize on the team’s reputation. Many storied athletic companies are choosy about the partners they wish to collaborate with.
Inclusion
This is the licensing wonder for sports. The staff must thoroughly ingratiate itself with the brand and interact with it on a personal level. Kunkel & Biscaia, 2020) propose that the management should watch the fans throughout the regular season and postseason games, buy them drinks, and show an interest in what motivates the supporters.
Support
Make the team’s partners feel like club members. As Keating, 2018) references, the licensing agreement is not the end of the process. The team must help the partners feel like members of the group. A strong licensing program should include quick approval procedures, social networking, and keeping partners informed about other arrangements.
Assets
Making useable materials is a crucial step in the branding process for any sports organization. In addition to logos and style guides, Kunkel & Biscaia, 2020) advise searching through historical photographs, quotations, and audio-visual material to locate anything that might connect with people on a more interpersonal level.
Promotion
The LA Lakers can consider the engagement of intangible fans before, during, and after the event. Experience-based events are a terrific method to interact with the community at large as well as with fans. For instance, memorial services for Kobe Bryant, a legend of the LA Lakers, were held everywhere and drew a sizable crowd, providing interactions with the team’s supporters and basketball enthusiasts around the nation.
Conclusion
The relevance of licensing, a dynamic marketing idea, is derived from consumer emotional attachment, personal commitment, and fan connection with a sporting organization. A sense of connectivity develops when supporters identify strongly with a sporting organization, and the fan starts to define themselves about the organization. The LA Lakers supporters start considering themselves as additional squad members. When a sports organization like the LA Lakers includes its supporters in its licensing methods for item development, they produce unusually high levels of personal connection and identification with their fans.
References
Keating, C. (2018). Over the top or the heads of sports broadcasting: Sports and entertainment content licensing and distribution in a new era. Sports Law. J., 25, 177.
Kunkel, T., & Biscaia, R. (2020). Sport brands: Brand relationships and consumer behavior. Sport Marketing Quarterly, 29(1), 3-17
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