Brand Equity - New York Yankees

In: Business and Management

Submitted By Dt94
Words 967
Pages 4

The New York Yankees pricing strategy is largely constructed around the tickets offered to their games due to the simple fact that revenues generated from tickets contribute to over half of the New York Yankees annual revenue (Bloomberg, 2013). The Yankees offer four general types of tickets for sale; these are regular season single tickets, premium tickets and season tickets. Each one varies in price and product/service provided, and even within each subset there are variations in price.

Regular Single Season Ticket Price for New York Yankees: (TeamMarketingReport, 2014)
Average - $51.55 (2nd highest in the league)
Most Expensive - $1600.00
Least Expensive - $15.00
MLB Average - $27.93

The high cost of the tickets can be attributable to the Yankees success on the field, quality of product, large demand and move to a new stadium. From the 90’s to 2008 the Yankees were able to keep ticket prices within modest range, though still on the higher end of the spectrum the prices were closer to the league average(Emanuele, 2011). However with the Yankees moving into a brand new stadium in 2009 with nicer amenities, the prices in tickets changed to reflect that.

(Getz, 2012)

Premium tickets are regular single season tickets that come with at least one added amenity or classified by a team as premium due to occasions such as a big rival coming to town or special commemoration. The New York Yankees after their move into the new stadium offer several different types of premium tickets each one varying in price and amenities, below some of the key ones are highlighted:

Legends Suite:

$1575.00 all inclusive food and beverages, in seat wait service, personal concierge service, private entrance and elevator, private restrooms, parking privileges, meet and greet + more

Champions Suite:
all inclusive…...

Similar Documents

Brand Equity

...worldwide. It sold a wide range of products including furniture, accessories, bathrooms and kitchens at 186 retail stores in 30 countries across Europe, North America, Southeast Asia, Middle East and Australia. IKEA enjoyed high brand equity. | | In 2003, Manhattan US-based Interbrand, a marketing research and consultancy firm, valued the 'IKEA' brand at $6.92 billion and ranked IKEA 43rd on its list of the top 100 most valuable global brands, ahead of Nestle, Harley-Davidson, and Apple.3 | Analysts attributed IKEA's success to its skill in combining good product design and superior quality with an affordable price. IKEA's low-pricing strategy was aimed at young people. For several decades, IKEA had looked for international markets, which were culturally as close as possible to the Scandinavian market. The basic assumption behind IKEA's global strategy was 'one-design-suits-all.' Anders Dahlvig, the CEO of IKEA, had once said, "Whether we are in China, Russia, Manhattan, or London, people buy the same things. We don't adapt to local markets." | IKEA had, in fact, been quite successful with its 'one-design-suits-all' global expansion strategy in many markets. However, industry experts were doubtful as to whether this strategy would translate well into new, culturally diverse and riskier markets. They felt that a higher degree of localization was essential for companies like IKEA to be successful in diverse markets. The Asian markets, together with the Middle East......

Words: 306 - Pages: 2

New York

...Introduction New York & Company the largest retailer in women’s apparel is branding their image to target consumer’s that seek quality merchandise at an affordable price. New York & Company has intense competition and will strategize to keep consumers satisfied and increase sales for stakeholders. New York & Company will use competitive strategy to please customers, use offensive and defensive moves to counter competition, respond to market conditions and strengthen their market position. . ("New York & Company", 2008). DATAMONITOR: New York & Company, Inc. (2011) Strategic Objective New York & Company will use a strategic plan that includes the balanced scorecard which is a set of measures that are directly linked to the company’s strategy: financial performance, customer knowledge, business process, learning and growth. The balance scorecard provides information to shareholders that will detail the development of the strategic goals for the company. The balance scorecard evaluates the progress and performance that will affect changes in the departments. . ("New York & Company", 2008). DATAMONITOR: New York & Company, Inc. (2011) Financial Perspective The financial objective of New York & Company is committed to cost efficiency, improving cost effectiveness and increasing revenue growth. New York & Company is focused on opportunities to expand social media online resources over the next 3 years. With expansion......

Words: 972 - Pages: 4

Brand Equity

...Brand Equity Introduction Brands has been around for centuries and play a major role in our lives today it helps us identify a good or service from one seller to another and separate it from the competitors satisfying the same need. These differences could be tangible or intangible which ultimately helps to improve consumers’ lives and enhance the financial value of firms. What is Brand Equity? Brand equity has number of perspectives, but in essence means the value or perception created to a product or service in the minds of the consumer through the activities leading to create a strong consistent brand. This is also called “Brand goodwill” by accountants. The Role of brands As stated by Kotler et al (2012) Brands help to identify the maker of a product and assign responsibility for its performance, helps consumers to evaluate identical products, simplify decision making and reduce risks. It further states brands help firms to simplify product handling and tracing, organize inventory and accounting. A Brand helps firms to invest and reap the benefits of intellectual property rights by obtaining Legal protection through patents, trademarks and copyrights. Scope of Branding Branding involves careful planning and positioning marketing activities and programs to build a strong and reliable brand in the mind of the consumer. As stated in Kotler et al (2012) it is all about creating differences between products. The marketer should develop marketing to build......

Words: 1373 - Pages: 6

New York Yankees

...14-7. a. | Ratios Based on the 2010 Form 990 | | | | | | | | Measure | | Calculation (amounts in 000s) | | Ratio | | | | | | | | Current ratio | | $4+$6,350+$798+$40+$116,932+$529 | | 13.86 | | (part X, col. B, lines 1-9, 17 & 18) | | $5,357+$3,637 | | | | | | | | | | Revenues/expenses | | $795,079 | | 0.93 | | (part VIII, line 12 & part IX, line 25) | | $854,605 | | | | | | | | | | Program expenses/total expenses | | $844,468 | | 0.99 | | (part IX, line 25) | | $854,605 | | | | | | | | | | Fund-raising expenses/public support | | $6,702 | | 0.01 | | (part IX, line 25, & part VIII, line 1h) | | $794,564 | | | The current ratio indicates that AmeriCares is highly liquid, covering its current liabilities almost 14 times. While its expenses are slightly greater than revenues, in the short-term the inability to cover expenses with Ch. 14, Solutions, 14-7 (Cont’d) revenues would not be a concern. A ratio equal to or greater than one would be desirable. A review of the statement of financial position indicates sufficient unrestricted net assets to cover the short-fall in the current period. However, the large decline in unrestricted net assets from 2009 to 2010 indicates this is an area that should be monitored. AmeriCares appears to be highly effective with 99 percent of expenses related to programs and only 1 percent related to support. Fund-raising......

Words: 514 - Pages: 3

Brand Equity

...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...

Words: 3443 - Pages: 14

Boston Red Sox vs New York Yankees

...The Boston Red Sox vs. The New York Yankees According to "The History of Major League Baseball" (2003/2013), professional baseball dates back to 1869 when the Cincinnati Red Stockings were formed by a group of Ohio investors (First Pro Team the Cincinnati Red Stockings). In 1903 a governing body was formed to enforce the rules of the game and was made up of two separate leagues, the American League and the National League. That was the birth of Major League Baseball (MLB) and the first World Series, which put the best from both leagues against each other to establish dominance, was in the fall of 1903 ("Boston Red Sox 1901 - Present", 2001/2013). The Boston Red Sox and New York Yankees have been members of the American League since day one and currently are members of the eastern division of that league. These two franchises demonstrate how to build a strong fan base and team chemistry by acquiring players and managers that represent the cities in which they play. The Boston Red Sox, originally the Boston Americans, were formed in 1901 ("Boston Red Sox 1901 - Present", 2001/2013). They took on the Red Sox name in 1907. The first World Series ever played was between Boston and the Pittsburgh franchise with Boston winning the series and being crowned the new organizations first champions. The team enjoyed much success in the early years winning five championships from 1903 – 1918 before having a championship drought that lasted until 2004. The franchise has appeared in......

Words: 1020 - Pages: 5

New York New York

...New York, New York Let’s hear it for New York, with the bright lights, huge buildings and energetic vibes. It all seems overwhelming as everyone is on the go in the city that never sleeps. When you associate anything with New York City it is usually the extraordinary buildings that pierce the sky or the congested sidewalks with people desperate to shop in the famous stores in which celebrities dwell. Even with my short visit there I found myself lost within the Big Apple. New York is probably one of the most interesting cities in the world. It has something to offer to everybody. If you are looking for culture you make the right choice visiting one of the hundreds great museums in the city. If you want night-life: you are probably right in one of the most famous cities as far as clubs. Or if you just want relation you better go to one of the famous parks N.Y. has to offer. As you walk up those stairs off the train for the first time to the city streets and you capture that first breath of city air. The never-ending attractions call out and envelop you in their awe. The streets are filled with an atmosphere that is like a young child on a shopping spree in a candy store. Although your feet swelter from the continuous walking, you find yourself pressing on with the yearning to discover the "New York Experience". Upon my arrival into the jungle of vast buildings, the first thing noticed is the mobbed streets filled with taxi cabs and cars going to and fro in numerous......

Words: 494 - Pages: 2

Brand Equity

...SCIENCES School of Business Marketing management Course Code: MKT 242 Course Objective: At the end of the semester, the students should be able to understand – • The marketing management activities and the major changes which have taken place in the 21st century. • The consumer behavior affecting the marketers decisions about the product. • The strategies which are used to deal with competition. • How to shape the market offerings and to build the strong brands. • The process of creating, delivering and communicating values to customers. Course Content: Review of marketing concepts and principles; Developing marketing strategy and plan; Preparation of a marketing plan; Creating customer value, satisfaction and loyalty; Understanding consumer behavior; Market Segmentation, Targeting & Positioning; Dealing with competition; Product-market strategy and product decisions; Pricing policy and strategy; Distribution strategy; Promotion strategy and mix; Introducing new market offerings. Required Text: Marketing Management Philip Kotler Kevin Lane Keller 12th edition Assessments: Class Attendance/participation 10% Class Tests 20% Assignments/case study 20% Mid-term Examination 20% Final Examination 30% Suggestions to the students: • Students should try to attend all classes to earn full points. An absence of more than 3 lectures would lead to a loss of points. An emergency should be notified to the......

Words: 259 - Pages: 2

New York

...Ronald Blaylock Writing II, Fall 2012 Rodgers Classification Paragraph The Yankee Fan New York is known as the place full of excitement and is also the home to the city that never sleeps. A city that offers much excitement in this state is The Bronx which is not that far from New York City. The Bronx is best known as the home of the New York Yankees and New Yankee Stadium. Although New York is known for many of their sports teams, this is the team almost everyone in New York supports having the colors navy blue and white pumping through their veins. Baseball in New York is almost a year round sport for this state because either the Yankees or the New York Mets make it to the postseason, so someone is always playing. When you first enter New Yankee Stadium or any ballpark you realize all the fans pouring in with food and cold drinks, as they walk to their seats to prepare for the ball game. At the ballgame there you will find the different types of fans: the ones who are just there for the fun, the Bandwagons and the Diehard fans. From the first Sunday of April, which is the opening of the regular season, to the first Sunday of October, the ending of the regular season, you will be able to point out every fan. The fans that are just for fun goes to the games for the food, the promotions that may be going on, the giveaways fans receive at the door, the championship game or the ceremony. This fan is not a serious fan of the game, but is just looking for a good time with......

Words: 1217 - Pages: 5

Brand Equity

...The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty Dr. Hsin Kuang Chi, Nanhua University, Taiwan Dr. Huery Ren Yeh, Shih Chien University, Kaohsiung, Taiwan Ya Ting Yang, Graduate Student, Nanhua University, Taiwan ABSTRACT The purposes of the study are to explore the effects among brand awareness, perceived quality, brand loyalty and customer purchase intention and mediating effects of perceived quality and brand loyalty on brand awareness and purchase intention. The samples are collected from cellular phone users living in Chiyi, and the research adopts regression analysis and mediating test to examine the hypotheses. The results are: (a) the relations among the brand awareness, perceived quality and brand loyalty for purchase intention are significant and positive effect, (b) perceived quality has a positive effect on brand loyalty, (c) perceived quality will meditate the effects between brand awareness and purchase intention, and (d) brand loyalty will mediate the effects between brand awareness and purchase intention. The study suggests that cellular phone manufacturers ought to build a brand and promote its brand awareness through sales promotion, advertising, and other marketing activities. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product from their purchase experience. As a result, brand loyalty and brand preference will......

Words: 3110 - Pages: 13

Brand Equity, Brand Awareness, and Brand Image

...Brand Equity, Brand Awareness, and Brand Image COM 302 Brand Equity, Brand Awareness, and Brand Image As consumers in the United States of America, Americans encounter a number of advertisements daily. Too many to possibly remember them all, then why do we choose Nike shoes, Colgate toothpaste, McDonalds food, or Toyota cars? Choices made by consumers are often affected by the brand image of the product purchased. A brand exists when a marketing entity receives its own name, term, sign, symbol, design, or any particular combination of these elements as a form of identification (Shimp, 2010). Without a recognizable brand, a product is but a mere commodity. Brands do not only furnish the environment in which we live, but also define who we are. Consumers like brands because they package meaning. They form a kind of shorthand that makes choices easier and in a world where time is an ever-diminishing commodity; brands make it easier to store evaluations (Aaker & Biel, 1993). The distinction between brand image and brand equity is that brand equity deals with the value, usually defined in economic terms, of a brand beyond the physical assets associated with its manufacture or provision (Aaker & Biel, 1993). Brand awareness comes from the brand image. Awareness includes strong, favorable, unique associations with a product. The highest awareness comes from consumers when they can recall from memory a specific brand when a product is mentioned. For example, if someone...

Words: 1368 - Pages: 6

Brand Equity

...measuring BRAND EQUITY AIR UNIVERSIT | ABSTRACTThis report measures the brand equity of AIR University through Aaker Model of customer Based Brand Equity. According to our findings Air University does not have a strong CBBE. SUBMITTED BYSANA ARSHAD 01-122141-023ANZA MAHER 01-122141-003ATA UL HASSAN 01-122141-004SONIA BUTT 01-122141-035MARYA ZAMAN 01-122141-012SUBMITTED TOSIR MALIK HUSNAIN | | | measuring BRAND EQUITY AIR UNIVERSIT | ABSTRACTThis report measures the brand equity of AIR University through Aaker Model of customer Based Brand Equity. According to our findings Air University does not have a strong CBBE. SUBMITTED BYSANA ARSHAD 01-122141-023ANZA MAHER 01-122141-003ATA UL HASSAN 01-122141-004SONIA BUTT 01-122141-035MARYA ZAMAN 01-122141-012SUBMITTED TOSIR MALIK HUSNAIN | | | STRATEGIC MARKETING Contents CHAPTER 1: INTRODUCTION 2 CHAPTER 2: LITERATURE REVIEW 5 CHAPTER 3: METHODOLOGY 9 CHAPTER 4: RESULTS 11 CHAPTER 5: ANALYSIS AND DISCUSSION 16 CHAPTER 6: CONCLUSION 19 CHAPTER 1: INTRODUCTION The concept of brand equity become widely used at the beginning of the eighties mainly in agency measure (inter brand Coopers and Laybrand, Arthur young Austria). Since the conference organized by the marketing science institute in 1988, the concept has been more precisely article by......

Words: 4324 - Pages: 18

Brand Equity

...has just ended or to that which is beginning? However, in earlier centuries the term was more loosely applied, to a period rather than a point of time; it is not clear how long this was considered to be, but all supernatural evil forces were supposed to vanish when the cocks first crowed. Confusingly, midnight is also a time for certain celebratory rites, such as first footing and seeing the New Year in. This is because by modern reckoning a day begins at midnight (not at sunset, as in ancient cultures), so the day which inaugurates a new cycle must be launched with joyful and luck-bringing rituals at the earliest opportunity. Midnight sale is executed in order to stimulate consumers to buy the old product. According Taftayani (2011) the purpose of the clearance program is to avoid the maintenance inventories caused by the buildup of old stuff or the old fashion product (products of last season) who has not sold out, so the old stock items are offered back to the discounts up to 70 percent or even more, or by offering "buy 1 free 1". In addition to offering old fashion product new products with discounts of 10 to 20 percent is also offered, ensuring that consumers have choices in purchasing. 1.2 Background of study Midnight Sale starts at 22:00 until 24.00, the manager also offers free parking starting at 22.00 hours and this is a value added service. As revealed by Kim and Jin (2002), discount stores realize the importance of enhancing the value of other......

Words: 5088 - Pages: 21

Brand Equity

...margarine and spreads, and branded oil-olive oil. • Leaders of frozen foods in Europe • Leaders in home care products such as cleansing and hygiene products. • Best selling multiple brands. • Ability to tailor products to customer demands • In-depth understanding the different markets and innovate the products suitable for each market. • Adhering to a policy of listening to customers • Range of brands to match the diversity of its consumers • Global leader in products for skin cleansing, deodorants and antiperspirants. • Successful Brand extension in dove from skin care to hair care • Ponds Perfect launched in Japan gained leading position in the mass sector of anti-ageing market • Good social responsibility to shareholders and employees • Good diversity of nationalities on the Unilever executive board which indicate no discrimination • Encouraging managerial personnel from developing world as well as women • Large range of brands to match the diversity of its consumers. • Recent successful innovation and launch of liquid tablets for laundry business as well as fabric softeners, which make fabrics, smell fresher and prevents lime scale when used in steam irons. • Path to growth-concentrating and refocusing on core brands • Frozen foods continued to show strong growth in Italy and Britain • Increasing market share in Africa, Middle east and Turkey • Increase of sales in Latin......

Words: 6983 - Pages: 28

Brand Equity

...Clarify Brand Equity Perspective Brand equity can be viewed from several different perspectives. The hard-line perspective is that of financial outcomes which examine price premium. That is, how much more will a consumer pay for a product or service that is branded over a product or service that is generic? A softer perspective is that of brand extension where consideration is given to the value that a brand lends to the introduction of other products, or considers the reverse dynamic of the impact of a new product or service on the existing brand. This following steps address a third perspective - customer-based. Determine Brand Equity Research Goals Brand equity market research falls into one of three camps: Tracking, exploring change, and/or extending brand power. Market research that focuses on tracking makes comparison among competitive brands or products against a benchmark. When exploring change is the research goal, customer brand attitude is tapped regarding branding decisions that might result in repositioning or renaming products or services. A deeper examination of extending brand power is carried out when substantive additions to a brand are considered. Each of these research goals requires a different tact. Understand Customer Brand Attitude A customer-based perspective in the measurement of brand equity focuses on the experiences that consumers have with a brand. The stronger the brand, the stronger the customer's attitude toward the products or services......

Words: 539 - Pages: 3