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Nascar Brand Story revised

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    • 1. LEADERSHIP PORTFOLIO ASSIGNMENT BY PA U L S I E W E
    • 2. CORPORATE INFORMATION
    • 3. CORPORATE BACKGROUND INFORMATION The National Association for Stock Car Auto Racing, Inc (NASCAR) established in 1948 in Daytona Beach, Florida is a subsidiary of the International Speedway Corporation (ISC) NASCAR sanctions 1,300 races at 100 tracks in more than 30 U.S. states, Canada and Mexico Based in Daytona Beach (FL), NASCAR has offices in New York, Los Angeles, Charlotte (NC), Concord (NC), Conover (NC), Bentonville (AK), Mexico City and Toronto Stock Symbol for the International Speedway Corporation (ISC), which is the parent company of NASCAR is ISCA It is a public company with a 1000 employees Annual revenue for 2008 was 787.2 Million
    • 4. PRODUCT PORTFOLIO The International Speedway Corporation (ISC) currently owns and/or operates 13 of the nation's major motorsports entertainment facilities ISC also owns and operates MRN Radio, the nation's largest independent sports radio network DAYTONA USA, the "Ultimate Motorsports Attraction" in Daytona Beach, Florida, the official attraction of NASCAR AMERICROWN, a subsidiary which provide catering services, food and beverage concessions, and produce and market motorsports- related merchandise under the trade name ISC has an indirect 50 percent interest in a business called “Motorsports Authentics,” which markets and distributes motorsports- related merchandise licensed by certain competitors in NASCAR racing
    • 5. MARKET RESEARCH NASCAR’s fan base covers every region of the country and spans every age group, with particular strength among 18-34 year olds NASCAR fans also rank among the highest of all major U.S. sports in terms of household income distribution, with approximately 43% of fans earning more than $50,000 per year NASCAR is the No. 1 spectator sport, holding 17 of the top 20 highest attended sporting event in the U.S. Primary competitors include Dover Motorsports Inc, Speedway Motorsports Inc,
    • 6. GROWTH RATE & TRENDS NASCAR accounts for over 85% of ISC revenue NASCAR is the No. 1 spectator sport -- holding 17 of the top 20 highest-attended sporting events in the U.S. No. 2-rated regular season sport on television. NASCAR races are broadcast in more than 150 countries and in more than 30 languages. From 2007 to 2008, ISC experienced a drop in revenue but are expecting an increase for the next year despite the recession
    • 7. BRAND MESSAGING ANALYSIS
    • 8. MISSION STATEMENT "International Speedway Corporation strives to be the recognized leader in motor-sports entertainment by providing and improving distinctive environments for customers, participants and employees. The Company is committed to the wise growth and expansion of its operations in order to provide a significant level of growth and profitability for its shareholders, while remaining a good corporate citizen." The company vision is to create a distinctive environment for its customers, participants and employees, while experiencing expansion and a significant level of growth and profitability for its shareholders
    • 9. ARCHETYPE The Hero Pros: Expert mastery in a way that improves the world of car racing Inventions and innovations that have made a major impact on the world of sport. Be as strong and competent as possible Cons: Arrogance Always needing another battle to fight
    • 10. BRAND STORY DEVELOPMENT A Leader in Motorsports Entertainment and the Largest NASCAR Promoter NASCAR fans are the most brand-loyal in all of sports, and as a result more Fortune 500 companies participate in NASCAR than any other sport
    • 11. EXAMPLES OF BRAND STORIES “In NASCAR, we know how NASCAR drivers are no to have a good time -- strangers to Hollywood, NASCAR attracts some of either -- Dale Earnhardt Jr., the biggest stars of music, Jeff Gordon, Jamie film and television. It's not McMurray and others have uncommon to see top-tier made appearances in major stars like Will Ferrell, Stevie motion pictures, sitcoms, Wonder, Vince Vaughn, dramas and talk shows. The Usher, Nicolas Cage or Kelly growing world of satellite Clarkson joining us at radio is part of NASCAR, NASCAR events” too, with drivers like Tony Stewart and Juan Montoya hosting their own weekly programs on Sirius Satellite Radio.
    • 12. BRAND COMMUNITY The NASCAR Foundation embodies the compassion of the NASCAR Family and our commitment to serving communities. The Foundation supports a wide range of charitable initiatives that reflect the core values of the entire NASCAR Family. The NASCAR Foundation will use the strength of the sport and its people to make a difference in the lives of those who need it most. It supports charities created by members of the NASCAR family that benefit a wide variety of people and causes. These organizations demonstrate the many passions and interests that drivers, teams and industry members have away from the racetrack.
    • 13. WEBSITE INTERACTIVITY Company website is interactive Customer are able to create an account on the website and be part of the NASCAR community Customers can play NASCAR fantasy games
    • 14. NEW BRAND STORY NASCAR has risen to one of the most popular sports in America nowadays, but it didn’t start out that way. It has gone from a southern based sport to having a fan based all across the states. NASCAR fans are the most brand-loyal in all of sports, and as a result more Fortune 500 companies participate in NASCAR than any other sport, it went from just being a local sport to a nationwide sport. NASCAR also attracts some of the biggest stars of music, film and television, it has reached all those different entertainment industries and is now a household name with the potential of reaching an international market.
    • 15. REFERENCES http://finance.yahoo.com/q?s=ISCA http://www.cordish.com/sub.cfm?section=content&nav=about http://www.iscmotorsports.com/about_history.html http://www.fundinguniverse.com/company-histories/International-Speedway-Corporation- Company-History.html http://www.decadesofracing.net/TheBeginning.htm http://www.nascar.com/guides/about/nascar/ http://www.census.gov/econ/census02/data/industry/E71121.HTM http://finance.aol.com/company/international-speedway-corporation/isca/nas/ company-description http://www.funnypart.com/pictures/FunnyPart-com-nascar_baby.jpg http://www.weinerdistributing.com/images/Advertised%20special%20games/new %20nascar%20game/Nascar%20Racing%20Front.jpg http://www.youtube.com/watch?v=W5grDEkIDSo&eurl=http://video.google.com/ videosearch?q=%22nascar%20video%22&oe=utf-8&rls=org.mozilla:en-US:official&cli