In a sporting world dominated by media and money, an understanding of sport branding is an essential skill for any sport manager. Success means being able to ‘brand’ – and therefore differentiate – a sport club, player, code, or event in a highly competitive entertainment market. For anyone seeking to understand or manage sport, this book offers an immediate and salient insight into the complex and dynamic process of creating a powerful sport brand.
The book explains how a sport brand goes beyond just an identifying badge, reinforced by a name or a logo that helps sport consumers recognise a product or an organisation. It reveals how a brand becomes linked with consumers’ opinions and perceptions of a sport product and the organisation that owns it. Readers will learn how to create a powerful brand that has both recognition in the market and strong associated imagery, by imbuing it with a spirit of the past through appeals to tradition, by endowing it with human qualities of emotionality, thought, and volition, and through the use of characters, colours, texts, and symbols. It also provides a brief guide to the new domains of digital sport branding and social media.
Concise, informative, and entertaining, this is an essential resource for anyone exploring or practising the business of sport.
Introduction: The Sport of Branding
1. Understanding Sport Brands
2. Building Sport Brands
3. Mobilising Sport Brands
4. Leveraging Sport Brands
5. Reinventing Sport Brands
Sport Business Insights is a series that aims to cut through the clutter, providing concise and relevant introductions to an array of contemporary topics related to the business of sport. Readers – including passionate practitioners, curious consumers and sport students alike - will discover direct and succinct volumes, carefully curated to present a useful blend of practice and theory. In a highly readable format, and prepared by leading experts, this series shines a spotlight on subjects of currency in sport business, offering a systematic guide to critical concepts and their practical application.