Sports branding

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

Sports branding

  1. 1. A BRIEF ON SPORTS BRANDING WITH FOCUS ON MANCHESTER UNITED<br />GROUP 9<br />
  2. 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. 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. 4. What makes it different from a traditional brand?<br />The sizeable presence of a brand fanatic<br />
  5. 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. 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. 7. Some of the ways Sports brands cash in on this phenomenon<br />
  8. 8. Analysis of the Manchester United brand<br />
  9. 9. MANCHESTER UNITED<br />Brand Valuation<br />
  10. 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. 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. 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. 13. MANCHESTER UNITED<br />Brand elements<br />Logo till 1960s<br />Logo after1960<br />
  14. 14. MANCHESTER UNITED<br />Brand elements<br />Team Colours<br />Character<br />
  15. 15. MANCHESTER UNITED<br />Brand elements<br />Old Trafford – The theatre of dreams<br />
  16. 16. MANCHESTER UNITED<br />Brand elements<br />Legends of the club<br />
  17. 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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