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Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
Sports branding
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Sports branding

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What, why and how of sports branding with special focus on Manchester United as a brand

What, why and how of sports branding with special focus on Manchester United as a brand

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  • 1. A BRIEF ON SPORTS BRANDING WITH FOCUS ON MANCHESTER UNITED<br />GROUP 9<br />
  • 2. What is a sports brand.<br />How is it different from traditional brands.<br />Analysis of Manchester United brand.<br />Brand Strategy.<br />Brand elements.<br />Analysis through CBBE model.<br />Agenda<br />
  • 3. The complete set of images and associations about the sports organisation held in the mind of the supporter<br />What is a sports brand?<br />
  • 4. What makes it different from a traditional brand?<br />The sizeable presence of a brand fanatic<br />
  • 5. Sports brands encapsulate the phenomenon of the brand ‘religion’, where the value of the brand becomes so high in the mind of the consumer that he/she will always stay loyal to it.<br />
  • 6. Activities of a sports fanatic contributing to the brand<br />Follows his team in as many ways as possible<br />Flaunts team merchandise<br />Enhances brand experience<br />Endorses the brand<br />
  • 7. Some of the ways Sports brands cash in on this phenomenon<br />
  • 8. Analysis of the Manchester United brand<br />
  • 9. MANCHESTER UNITED<br />Brand Valuation<br />
  • 10. MANCHESTER UNITED<br />A TRULY GLOBAL SPORTS BRAND<br />Multi-cultured team<br />Strategic alliances with global companies<br />More fans in more places<br />
  • 11. MANCHESTER UNITED<br />Brand Strategy<br />Gate receipts<br />Sponsorship<br />CORE ACTIVITY = FOOTBALL<br />Conference & Catering<br />Television<br />On-field Success<br />Increasing Fan-base <br />(Loyalty & Affinity)<br />Products & Services / Brand Extension<br />Monetising the Fan-base<br />Examples<br />Merchandising (Nike)<br />Media<br />Financial Services<br />
  • 12. MANCHESTER UNITED<br />Activities and Corporate sructure<br />Football <br />Club<br />Merchandising Domestic<br />Catering<br />Media<br />Hotel<br />OtherCommercial<br />Match day <br />Tickets<br />Merchandising International<br />Match day<br />Non-<br />Match day<br />Sponsors<br />Mobile<br />Travel <br />Services<br />Magazine<br />Restaurant<br />Finance<br />Manchester United<br />
  • 13. MANCHESTER UNITED<br />Brand elements<br />Logo till 1960s<br />Logo after1960<br />
  • 14. MANCHESTER UNITED<br />Brand elements<br />Team Colours<br />Character<br />
  • 15. MANCHESTER UNITED<br />Brand elements<br />Old Trafford – The theatre of dreams<br />
  • 16. MANCHESTER UNITED<br />Brand elements<br />Legends of the club<br />
  • 17. MANCHESTER UNITED<br />CBBE Model<br />Lifetime loyalty, spanning through generations, active engagement through the form of coaching schools and other local initiatives, strong worldwide online community<br />Unique football club, competent, trustworthy, emphasis not only on winning<br />Fun, exciting ,Social approval & self-respect<br />Best football club, Consistent top performance, emphasis on home grown talent, attractive style of play<br />Lives & breathes United, sincere, successful, rugged & having great history and heritage<br />Football entertainment, Sports entertainment<br />

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