SBD/July 2, 2012/Marketing and Sponsorship

Falcon Crest: Harrison Barnes Already Developing Brand With New "HB" Logo

Barnes started thinking about his brand when he arrived at the Univ. of North Carolina
Warriors first-round draft pick F Harrison Barnes has long wanted to "create a brand for himself" since first arriving at the Univ. of North Carolina, and he already has a logo for the brand, according to Andrew Carter of the Raleigh NEWS & OBSERVER. The logo includes his initials "standing side-by-side, with wings spreading off the 'B' in homage to Barnes' nickname, 'The Black Falcon.'" Barnes said that an "artist friend from Iowa designed the logo." Carter noted Barnes' brand potential "appears high," as he is "smooth but unrevealing behind cameras and microphones, saying enough to be engaging but hardly anything controversial or offensive." He "projects well the image of a polished businessman." Barnes has not signed any endorsement deals, and he was "hoping to finalize a contract with a shoe company soon." Carter noted Barnes "spoke openly of his business side" in the April issue of The Atlantic. Barnes talked of his "admiration for Kobe Bryant's endorsement of Turkish Airlines, a decision Barnes said proved Bryant's business savvy and his ability to think 'outside the box' about endorsements." Barnes also spoke "about his desire to use basketball as a platform to raise his own commercial appeal." However, Barnes' brand talk "seemed silly and premature" to some, as instead of "allowing his brand ... to come naturally, Barnes seemed intent on manufacturing it" (Raleigh NEWS & OBSERVER, 7/1).
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