Preview

Branding strategies

Powerful Essays
Open Document
Open Document
1167 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Branding strategies
Branding strategies in football market

Football market and economics
•

Major Football Brands are in Europe

•

The European football market grew to €15.7 billion in 2008/09

•

Top 5 leagues represent over 50% of total (€7.9 billion)

Revenue mix in the Top 5 Leagues
•

•

Matchday

revenue
23 %
Commercial
revenue

31 %

Broadcasting rights Broadcasting rights are the main source of revenue for the ‘big five’ leagues (3,7 billion in 2008/2009)
Matchday revenue increased by €39 million (2%) to €1,8 billion in 2008/09 across the TOP 5 leagues

•

Commercial revenue increased by €117 million (5%) to €2,44 billion in 2008/2009

•

Average league attendances increased in three of the Top 5 leagues in 2009/10
(Bundesliga, La Liga and Serie A), with the
4% fall in the English Premier League and in Ligue 1

46 %

Source: ICM Research

Revenue performance of Top 20 clubs

Source: ICM Research on DELOITTE Data

Business model evolution
Yesterday …

…Today

•

Matchday is a primary revenue source

•
•

•

Revenues depending on the performance on the pitch

•

•

Sponsorship deals are not too structured

•

•

TV rights are a key contributors to total broadcasting revenues

•
•

Stadium as Real Estate asset and entertainment venue
Marketing strategies build revenues outside the season and on non-match days
Football players have a fundamental role because they are brands in themselves
Tv is not the only interesting media but also social network and mobile connection marketing startegy
Club chooses their sponsors selectively and deals are very structured Converting fans into customers

Create a model that is still delivering revenue even if the team isn’t doing so well
Source: ICM Research

The strategic assets of football clubs
•

Brand
Define a brand strategy and rethink the business model is the first step in exploiting process of brand potential •
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Prudential Center Advertising Analysis
    • 1350 Words
    • 6 Pages

    Prudential Center Advertising Analysis

    On one hand, the staggering popularity of sport is due, to no small extent, to the enormous amount of attention provided it by the mass media. On the other hand, the media are able to generate enormous sales in both circulation and advertising based upon their extensive treatment of sport.” The amount of advertising in sport has become very extreme. In almost every aspect of a sport you can find some form of advertising or media being exposed. The players, the coaches, the memorabilia stores, the stadiums, the teams and especially the commercials during televised games, all include media or advertising in some…

    • 1350 Words
    • 6 Pages
    Good Essays
    Read More
  • Better Essays

    Dallas Cowboys Marketing Strategy
    • 1080 Words
    • 5 Pages

    Dallas Cowboys Marketing Strategy

    In the sports franchises industry, there are many factors that contribute to the success of marketing practices. However, the three most important ones that will be discussed here are successful budgeting, keeping up with the competition, and expanding the target audience. These three factors appear to be the most important when it comes to the two teams to be examined here, the Dallas Cowboys and the New York Yankees.…

    • 1080 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Sports and Entertainment Marketing
    • 651 Words
    • 3 Pages

    Sports and Entertainment Marketing

    Many advertisers take on the role of sponsoring sporting events or teams to bolster popularity and gain recognition through the team or event. Sport marketing urges memberships, sales, and recognition. These factors represent the biggest benefits for the companies, the athletes, the associations, the leagues, and sport event managers. Well thought out, effective marketing helps to understand the customer and the marketplace. Also, informed marketing decisions help increase status and importance in people's lives, sport is considered a profitable and sustainable marketing source. At large sporting events, sponsors like to take advantage of the large crowd to advertise products (handout products, freebies, contests, etc.) because more people will be able to see it. Therefore this is significant because not only is it a simple way to announce a product but it is also efficient due to the amount of people who would see it at a large event. “Another example of sports marketing through sponsorships, is the renovation of the contract between Adidas and the Mexican Football Federation (FMF). In August of this year the CEO of Adidas Herbert Hainer in companion of the president of the FMF, Justino Compeán announced the renewal of the contract in order to permit Adidas to continue producing and designing the uniform of the Mexican teams until 2018. This is an example of sports marketing because as it was define, sports marketing is a marketing strategy in which companies related to sports products or services promote their trademark through design, production or other resources. In this case Adidas, which is completely related to sports, is the company that is using sports marketing as a strategy, by designing the uniforms of the football team and as a consequence its trademark is being promoted every time there is a game.” (Wikipedia, Sports Marketing)…

    • 651 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Strategic brand management
    • 8978 Words
    • 36 Pages

    Strategic brand management

    Fall 2013 - Offered Course List (This page is updated in every 5 minutes) Course Section Faculty Time Room Capacity 1. ACT201 1 ALK ST 01:00 PM - 02:30 PM NAC414 2 (35) 2. ACT201 2 ALK ST 04:20 PM - 05:50 PM NAC208 2 (35) 3. ACT201 3 Anb ST 11:20 AM - 12:50 PM NAC506 0 (35) 4. ACT201 4 Anb ST 02:40 PM - 04:10 PM NAC209 0 (35) 5.…

    • 8978 Words
    • 36 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Branding
    • 1059 Words
    • 5 Pages

    Branding

    I agree with the theorem that successful brands are built on successful products entirely for some product categories but partially for others. Products which meet a genuine customer need can become successful brands with minimal marketing effort by merely having a solid product that meets a need. Products which fulfill a desire must work on their branding in order to become successful products.…

    • 1059 Words
    • 5 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Article Abstract: Comparison of Revenue Collected from Nba and Nfl
    • 292 Words
    • 2 Pages

    Article Abstract: Comparison of Revenue Collected from Nba and Nfl

    Whether the amount of revenue that televisions get from broadcasts is proportional to the suboptimal viewership that they are given, is the topic to be addressed. This is attributed to poor choice of hours to air the games making the fans miss their games. There is a discrepancy in the hours of airing the games as compared to the paid for airtime as agreed upon in the contracts. In comparison to the National Basketball Association (NBA) The National Football League, the revenue collected from the game even before the sale of products such as tickets and T-shirts has been factored. Therefore bearing in mind the large number of followers of this game it is thus important for the important leagues whether regional or national to be aired. There should not be cases of fans missing their games. If this were to occur, it will lead to a major drop in viewership and bearing in mind the amount of money involved this will not make economic sense.Empirical method was used as the method of research, which emphasis on observations.…

    • 292 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Best Practice Cases in Branding
    • 269 Words
    • 2 Pages

    Best Practice Cases in Branding

    Kevin Lane Keller (born 23 June 1956) is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management (Prentice Hall, 1998, 2002 & 2008), a widely-used text on brand management. The book is focused on the "how to" and "why" of brand management, this strategy guide provides specific tactical guidelines for planning, building, measuring, and managing brand equity. He has published his research in the Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research. In addition, Philip Kotler selected Keller to be his co-author on the most recent edition of Kotler's market-leading text Marketing Management.…

    • 269 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Branding and Its Dangers and Advantages.
    • 3925 Words
    • 16 Pages

    Branding and Its Dangers and Advantages.

    “When choices become vast, the only things that matter are brand names.” (Michael Eisner, CEO, Disney)….“Amazon.com will sell its fixed assets to focus on managing its brand, becoming the ‘Coca-Cola’ of the web” (Jeff Bezos, CEO, Amamzon.com).…

    • 3925 Words
    • 16 Pages
    Powerful Essays
    Read More
  • Best Essays

    Branding
    • 2358 Words
    • 10 Pages

    Branding

    Successful brands are the most vital assets of a company. Peculiarly, those assets stand for the knowledge made in the minds of consumers for this reason all of the marketing programs executed for those brands. (Kotler, 1991) This essay compares the similarity and differentness in the brand extension, brand community as well as packaging that was implemented by the two individually positioned brand Nestle Chocapic ® and Kellogg's® Rice Krispies® of the ready-to-eat cereal industry, which successfully portray breakfast cereals as suitable for children and positioning the product as a health boost. Meanwhile, discuss the benefit that they used those theories to maintain their market-leading position.…

    • 2358 Words
    • 10 Pages
    Best Essays
    Read More
  • Good Essays

    Branding
    • 814 Words
    • 3 Pages

    Branding

    1. Brand power is your company's ability to uniquely elevate itself above the rest in terms of its earned reputation built on attributes like quality, speed, luxury, pricing, and customer care. In short, it is nothing but the consumers’ perception about the product. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organization’s character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organization’s mission and vision to all. The main elements of positive brand image are- unique logo reflecting organization’s image, slogan describing organization’s business in brief and brand identifier supporting the key values. Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors. The “Just Do It” slogan was effective in reassuring consumers that the brand they picked, Nike, was a quality brand. This was most effectively portrayed by many celebrity sports figures such as Bo Jackson, John McEnroe and later, Michael Jordon, and Tiger Wood. If Michael Jordan can play an entire NBA season in a pair of Nikes, certainly the average weekend warrior can trust the shoes’ durability. Nike was very smart by using celebrity endorsements which appealed to the consumers’ sense of belonging and “hipness,” as Nike became a…

    • 814 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Branding
    • 524 Words
    • 3 Pages

    Branding

    Mountain Dew was launched in 1969. PepsiCo initially marketed Mountain Dew with the countrified tag line “Yahoo Mountain Dew! It will tickle your innards”. Since then, the drink has outgrown its provincial roots. After an unsuccessful attempt in the early 1980s to bring urban teenage drinkers to the brand by advertising on MTV, the company switched its focus to using outdoor action scenes in its ads.…

    • 524 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Chapter 12 Setting the Product and Branding Strategy
    • 2408 Words
    • 10 Pages

    Chapter 12 Setting the Product and Branding Strategy

    - Many people think a product is a tangible offering, but, it can be more than that. - Simply, a product is the solution of the customers’ problems. - Broadly, a product is anything that can be offered to a market to satisfy a want or need. Entities of Products: - Physical goods - Services…

    • 2408 Words
    • 10 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Branding
    • 1382 Words
    • 5 Pages

    Branding

    People are generally ruled by their emotions, a brand must be able to initiate ones emotion in order to build a more successful brand. Emotions that affect how people feel about your brand and their decision to purchase your branded products and services can be sometimes negative and positive, some of the most frequently used examples are;…

    • 1382 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Branding
    • 807 Words
    • 4 Pages

    Branding

    The term “Fashion Editor” reflects a scene of an office that extorts from the beauty and the elegant in the world of fashion. So, the image of the person who works in this career must be taciturn and must persist in their fabulous look all the times. A 28-year-old woman, Jongkol Tangpradit is the fashion editor of ELLE magazine Thailand, the career that most women would die for. Not only that, she also runs her very own clothing line called “Library 6”.…

    • 807 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Strategic Brand Management
    • 16668 Words
    • 67 Pages

    Strategic Brand Management

    ‘After reading Kapferer’s book, you’ll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature.’ Philip Kotler, Northwestern University ‘A real thought provoker for marketing and business people. Strategic Brand Management is an essential tool to develop strong marketing strategy.’ P Desaulles, Vice President, Du Pont de Nemours Europe ‘A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management.’ David A Aaker, University of California at Berkeley, and author of Managing Brand Equity ‘The best book on brands yet. It is an invaluable reference for designers, marketing and brand managers.’ Design Magazine ‘‘One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics.’ Rik Riezebos, CEO Brand Capital and director of EURIB/European Institute for Brand Management ‘One of the definitive resources on branding for marketing professionals worldwide.’ The Economic Times, India ‘Jean Noel Kapferer’s hierarchy of brands with six levels of brands is an extraordinary insight.’ Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press ‘A fresh perspective on branding that is easy to understand and inspirational. I believe it to be the finest book on the subject in the marketplace today.’ Marsha Lindsay, President and CEO, Lindsay, Stone and Briggs ‘The treatment of brand-product strategies, brand extensions and financial evaluations are also strengths of the book.’ Journal of Marketing ‘A “think book”. It deals…

    • 16668 Words
    • 67 Pages
    Powerful Essays
    Read More

Related Topics