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  • Topic: Airline, Brand, ESPN International
  • Pages : 2 (504 words )
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  • Published : December 2, 2010
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2. Company Culture and Environment
When employees arrive to work at their Bristol, Connecticut Headquarters, they are greeted only by a small, unassuming sign that says, “Welcome to ESPN.” In a calculated and understated way, this sign is representative of the culture that pervades throughout the organization. Simply stated, ESPN, the company is about the fans and the sports, not ESPN. This statement offers a preview of sorts to a culture at ESPN that truly goes the extra mile in emphasizing customer satisfaction by offering its programming thru state-of the art program offerings thru multiple channels. A brand promise sums up the essence and meaning of a brand and how the brand connects to its consumers. ESPN’s promise of delivering “Sports, with Authority and Personality,” clearly outlines what they do, how they do it and what differentiates them from their competition. With respect to Sports, ESPN connects to its fans through many platforms, including multiple television and radio programs, internet applications including television online, restaurants, and numerous mobile applications. In doing so ESPN strives to consistently deliver unmatched quality that is strengthened by leadership and innovation. As an Authority in sports programming, ESPN emphasizes integrity, authenticity and expertise that is unparalleled in the industry. Regarding Personality, ESPN emphasizes throughout its organization, the effective use of humor, passion and community by expressing their affinity for its fans regardless of origin. While the brand promise of ESPN is certainly evident throughout all of its programming through all of its delivery channels, it is its hiring practices that appear to give the most obvious credence to the company living up to this promise. From its inception ESPN maintained a policy of hiring employees that were/are first and foremost sports fanatics. ESPN saw sees this as a critical factor in having its employees display the level of enthusiasm and...
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