This full lesson covers A2: Brands as Assets for eSports Teams for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; Value of a brand: the total financial value of a brand. • Brand equity (positive and negative): the differential effect that knowing the brand name has on a fan’s/follower’s/customer’s response to the brand and its marketing, the value of your brand beyond physical assets. • Customer equity: the value of customer/fan/follower relationships that a brand creates. • Protecting the brand: legal issues such as trademark registration, copyright, patent registration/IP (intellectual property) Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers A3: The Benefits and Limitations of Branding for an eSports Team for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; differentiates from the competition and targets specific markets o increases customer/fan/follower engagement, market reach and sales o increases customer/fan/follower loyalty and customer/fan/follower advocates o can command premium prices/higher prices than non-branded products or services o reduces price sensitivity o increases value of the esports team o makes consumer choice and ability to recognise teams easier o strong brand awareness leads to high sales and high market share o increased power in the esports industry o brand portfolios allow esports teams to compete in many different marketplaces with a range of product lines or services. • Limitations of branding: o may take years to build a brand o high cost of promotion, keeping brand in the customers/fans/followers view o brands invite competition and copycats o high cost of research and development in ensuring brand continues to develop and lead the market Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers B1 Brand Planning and Content for a Brand Activation Brief of BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; Brand activation plan for a brand activation brief, e.g.: o scope and parameters o target market o objectives o client and target market needs: – research and scoping – concept visuals and drafts – budget and timescales. • Brand activation content, e.g.: o logos and variants of these for different applications o websites o social media pages o applications o designs for associated merchandise, such as gaming chairs, t-shirts.

This full lesson covers B3 Brand Activation Techniques for BTEC Level 3 eSports Unit 3: Producing an eSports Brand, including; Styling, presentation, art direction, immersive experiences. • Product segmentation: by theme, promotion, event and season; across the team and its online and offline merchandise. • Approach: themes/stories, co-ordination, colour/style blocks, complementary/ contrasting colours, repetition, mirror imaging and triangular formulation, focal points, branding/signage, mass display, micro-merchandising, demonstrations, fresh and relevant products and applications. • Imaging and online content: photography, lighting, text, image manipulation Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers B2 Spaces for Brand Activation for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; Spaces for online merchandising, e.g.: o digital online pop-ups, applications o YouTube® adverts o television adverts on specialist channels o esports personality advertising o social media advertising o sponsorship of events/tournaments o sponsorship of associated merchandise, such as avatars. • Spaces for offline merchandising Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers B4: Communication Practice for Brand Activation for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; • Brand activation: o images o experiential o formal elements o typography o materials o textures o lighting o scale o use of branding o signage. • Non-visual communication, e.g. sound and music, atmosphere and interaction. • Positioning and visibility, e.g.: o online placement: above the fold, landing page or websites and applications, consistency, accessibility, hierarchy, tournament/event spaces o composition – vertical or horizontal. • Ethical considerations, e.g. inclusivity, accessibility, age, vulnerable people, consent. Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This lesson covers C1 Design Creation of BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; Brand activation process, e.g. modelling of products/applications and prototyping, testing and feedback, revision and refinement, production.

This full lesson covers C3 Production Techniques and Processes for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; • Media: o digital, e.g. images, colours, typography, videos, graphics, sound o physical associated merchandise fabric, design, ready-made objects. • Methods of creation: o design software, e.g. InDesign®, Photoshop®, vector images, Raptor o multimedia software: video, interaction o printing processes o media and material manipulation. • Design and brand protection, e.g. copyright, trademarks, registration. • Produce branded mock-ups of digital content: o apply principles of branding and style guide to produce digital branding for your defined audience o consider logo placement and positioning. • Design associated branded merchandise: o appeal to target market o consider logo placement and positioning. • Self-reflection and feedback from target market and whether this has met objectives, market and team needs

This full lesson covers BTEC Level 3 eSports Unit 1: Introduction to eSports A1 Organisation and Structure of UK eSports, including; • Definition of esports and its classification under UK law. • Involvement of the UK Government, e.g. Department for Digital, Culture, Media & Sport (DCMS). • British Esports Association. • Esports and the wider video game industry. • The Association for UK Interactive Entertainment (Ukie). • The National University Esports League (NUEL). • National Student Esports (NSE). • Commercial versus not-for-profit organisations. • Tournament organisers, e.g. ESL, Gfinity, epic.LAN, GAME/Insomnia Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers C2 Media and Materials for BTEC Level 3 eSports Unit 3: Producing an eSports Brand, including; o digital: images, colours, typography, video, graphics, sound o physical: card, plastic, fabric, paper, metal, ready-made objects

This full lesson covers BTEC Level 3 Business Unit 14: Investigating Customer Service C3 Skills Audit and Development Plan, including; Skills audit of customer service skills. • Personal SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to assess any gaps • Set objectives to meet skills development goals for a specified customer services role by: o identifying resources and available support needed to meet the objectives o setting review dates o monitoring the plan to assess progress against targets.

This bundle of resources fully covers Unit 4: Managing an Event for the Level 3 BTEC Business course.

This glossary of key terms is useful for revision for Level 2 Finance Units. This glossary was created to be used with Unit 2: Finance for Business but can be used for other purposes.