Public perception and Brands

As an exercise to measure initial response/perception, write down 3 words that immediately come to mind next to brand below:

1. IPhone
2. Yacht Sailing
3. Basketball
4. Oysters
5. Horseracing
6. Coco Chanel
7. Pies
8. Pep Clothing

Please respond freely.

Don wrote: As an exercise to measure initial response/perception, write down 3 words that immediately come to mind next to brand below:

1. IPhone ipod
2. Yacht Sailing sail
3. Basketball Lebron
4. Oysters pearls
5. Horseracing horses
6. Coco Chanel perfume
7. Pies yummy
8. Pep Clothing cheap

Please respond freely.

1. IPhone - Unaffordable telephony
2. Yacht Sailing - Plaything of the rich
3. Basketball- No interest
4. Oysters- Luxury food
5. Horseracing - Plaything for crooked
6. Coco Chanel- Exclusive clothing
7. Pies- Winter food
8. Pep Clothing- Cheap clothing

Perception exercise #2 = now do the same with following illustrations/photographs:

and then lastly, perception exercise #3:

1. F1 racing
2. Horseracing
3. Cricket
4. Car Rally
5. Rugby
6. Football
7. Cycling
8. Marathon road running

Not all are sports and all are crooked except for maybe Car Rally

Brands are built by reputation. Reputation is earned. Perceptions are formed via associations - visual, first-hand experience, reinforced experience, word of mouth, advertising. What associations are there in the mind of the public (customer and potential customer) for horse racing? What associations are being put out by racing to form perception and beliefs?

How is horse racing positioned in the mind of customers/potential customers in relation to competitors in the market? Why is this? Where does horseracing need to be positioned for the future and how can this be achieved.

Don, I have followed racing since I was a child and I have pretty much given up on SA racing. The perception of Horse Racing is that it is fixed. I am believing it is now too. There are so many inconsistencies in objections, rides and form. When last has a horse been suspended for inconsistent running? Form reversals are enormous from one week to the next. The final straw for me was when a lost thousands because an odds on shot decided to stick their head into another stall when under starters orders and was declared a non runner.

Why should new blood come into the game? What are they offering? I could be wrong but 25% of tote bets are deducted. Bookies generally bet to 120-125% and then when we are lucky enough to win a bet get hit with 6% tax on top of that. I can go to a casino, get treated like royalty, free drinks, free accommodation and don't have to have rubbish dump fumes to deal with. If you take roulette I am betting to 103% and not get taxed when I win. Sports betting has no betting tax and generally better odds on offer.

Horse racing need people like you at the top who are trying to make a difference not just the fat cats who are only looking at lining their own pockets and employ as many family members as possible.

1. IPhone - Can`t do without
2. Yacht Sailing - Spoilt rich kids
3. Basketball - Boring american sport
4. Oysters - slimy, disgusting, tasteless
5. Horseracing - every race exciting
6. Coco Chanel - poncy french clothes
7. Pies - pork, steak, apple
8. Pep Clothing - wont fit me

1. IPhone - essential for all
2. Yacht Sailing - Rod and Duran
3. Basketball - only for America
4. Oysters - perfect with bubbly
5. Horseracing - very hard game
6. Coco Chanel - French upmarket clothes
7. Pies - Scots and lies (as in pork)
8. Pep Clothing - cheap and affordable

1. IPhone - luxury not necessity
2. Yacht Sailing - motion sickness guaranteed
3. Basketball - huge rich americans
4. Oysters - not for me
5. Horseracing - rigged and captured
6. Coco Chanel - for wealthy chicks
7. Pies - pepper steak yummy
8. Pep Clothing - massive client base

Don wrote: Brands are built by reputation. Reputation is earned. Perceptions are formed via associations - visual, first-hand experience, reinforced experience, word of mouth, advertising. What associations are there in the mind of the public (customer and potential customer) for horse racing? What associations are being put out by racing to form perception and beliefs?

How is horse racing positioned in the mind of customers/potential customers in relation to competitors in the market? Why is this? Where does horseracing need to be positioned for the future and how can this be achieved.

I think brands only are worth anything if they are promoted - I doubt Joe public can tell you where the Summer Cup is run and almost none will know where or what the Grand Heritage is or is held yet they can tell you where their local Casino is and where they buy their weekly Lotto tickets - The reason for this is that Racing has for years been kept out of the limelight as certain individuals wanted to keep their personal plaything hidden so as not to attract "Riff-Raff - Their words" to racemeetings - It's well known that a certain now disgraced owner wanted Boutique(what does that even mean) Racing in the Cape so he and his class could play Kings and Queens in front of empty grandstands - As they say in Afrikaans " Kry vir Julle!!!"