This document provides an analysis of Manchester United as a sports brand using the CBBE model. It discusses how sports brands differ from traditional brands in their ability to create brand loyalty among fans. Manchester United is presented as a truly global sports brand with a multi-cultured team, strategic alliances, and fans around the world. The brand strategy focuses on football success, increasing the fan base through loyalty and affinity, and monetizing the fan base through merchandise, media, and other commercial activities.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
If your company needs to submit a Sports Sponsorship Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/2yxuTqU
My classmate and I created this pitch deck for an advertising campaign class. We were tasked to choose a brand and develop an advertising campaign by researching their current business and the target consumer, developing an insight, and then selecting media channels and creatives based on the research.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
If your company needs to submit a Sports Sponsorship Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/2yxuTqU
My classmate and I created this pitch deck for an advertising campaign class. We were tasked to choose a brand and develop an advertising campaign by researching their current business and the target consumer, developing an insight, and then selecting media channels and creatives based on the research.
Strategy & Marketing Proposal - Sport Event (soccer)Jonathan Donado
Strategy and Marketing Proposal for sports organizations/ companies or professionals interested in promoting a soccer/ sports event. It provides highlights and business insights of the main components to organize, promote and manage a sports event. It addresses issues such as Social Media or Public Relations initiatives. It is an Executive/ General Management overview or presentation.
By Jonathan Donado
MBA - IESE
Senior Executive Fellows (SEF) - Harvard University
Linkedin: https://www.linkedin.com/in/jonathandonado/
Marketing / Sports / Soccer / Futbol / Business / Startup / Contractor / Freelance
The Four Domains of Sports Marketing: A Conceptual FrameworkRuss Merz, Ph.D.
Article published in Sports Marketing Quarterly, 2008, Volume 17, Number 2, 98-108; Recognized by the Sport Marketing Quarterly as one of the top 20 articles in the last 20 years in Lough, N.L., and M.L. Brann (2011) "Sport Marketing Quarterly's Top 20 in 20 Years", Sport Marketing Quarterly, 20, 219-226.
An overview of our proven approach to sponsorship. Athletes of all levels and in all sports can engage valuable sponsorship....it's about what you can OFFER in return!
Sports Marketing - integrated marketing and digital communicationsLeanne Ross
Second year Sports Marketing - introduction to integrating concepts across digital channels, and the impact of emerging digital trends on campaigns and brands.
This presentation tells how providing emotional benefits to your customers can build strong brand.
Here I've shown how Kolkata Knight Riders despite being loser on the ground always win over their fans!
Strategy & Marketing Proposal - Sport Event (soccer)Jonathan Donado
Strategy and Marketing Proposal for sports organizations/ companies or professionals interested in promoting a soccer/ sports event. It provides highlights and business insights of the main components to organize, promote and manage a sports event. It addresses issues such as Social Media or Public Relations initiatives. It is an Executive/ General Management overview or presentation.
By Jonathan Donado
MBA - IESE
Senior Executive Fellows (SEF) - Harvard University
Linkedin: https://www.linkedin.com/in/jonathandonado/
Marketing / Sports / Soccer / Futbol / Business / Startup / Contractor / Freelance
The Four Domains of Sports Marketing: A Conceptual FrameworkRuss Merz, Ph.D.
Article published in Sports Marketing Quarterly, 2008, Volume 17, Number 2, 98-108; Recognized by the Sport Marketing Quarterly as one of the top 20 articles in the last 20 years in Lough, N.L., and M.L. Brann (2011) "Sport Marketing Quarterly's Top 20 in 20 Years", Sport Marketing Quarterly, 20, 219-226.
An overview of our proven approach to sponsorship. Athletes of all levels and in all sports can engage valuable sponsorship....it's about what you can OFFER in return!
Sports Marketing - integrated marketing and digital communicationsLeanne Ross
Second year Sports Marketing - introduction to integrating concepts across digital channels, and the impact of emerging digital trends on campaigns and brands.
This presentation tells how providing emotional benefits to your customers can build strong brand.
Here I've shown how Kolkata Knight Riders despite being loser on the ground always win over their fans!
Globalization of Manchester United- Case studyGiacomo Aruta
This is a case study about the globalization of Mancester United, realized during the International Marketing course at University of Naples Federico II
What’s next?
This is something we at SME have asked ourselves every day of our 25-year existence. The answer lies in creative inspiration and the fearless pursuit of the cutting edge. Our team of creatives and brand strategists strive to answer this question for every one of our clients. Check out our 5 key trends for fan engagement in 2015 below and give us a call to chat about how your brand can become a trendsetter and sharpen the cutting edge of fan engagement.
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
How fit is your brand?
Brands must earn their wings for their positioning in the market, and then stay in shape and be vital. That’s why we designed a Brand Bootcamp, an interactive brand session, in which we strip and build on specific issues within the complex brand challenges that you are facing.
In this case we were invited by the Dutch Olympic Committee*Dutch Sports Federation (NOC*NSF) to organize a brand bootcamp. In an interactive setting we have discussed our outsiders point of view, our brand analysis, ideas, inspiration and conclusions. We hope our inspiration serves as a starting point for the further development of the NOC*NSF brand.
Both in NBI and CBI confirmed that the undisputed winner is the United States of America, thanks to its charismatic President Barack Obama.
As per the geographies of the top 10 countries, in both indexes the winners are the European Countries: five out of 10 countries in the CBI are in Europe, and 6 out of these taking the highest positions in the NBI.
Otherwise the two Indexes vastly differ in their methodology, results and approach.
Both Indexes are the most valuable resource for policy makers, DMOs and travel companies in their efforts to convert their countries in more profitable destinations.
To see the full analysis, go to http://www.culturalrealms.com/2009/11/country-branding-from-a-global-cultural-tourism-perspective-part-one.html
Con esta presentación lograrán comprender el uso adecuado de un isotipo, un logotipo y un isologo. Además de la habilidad de conocer su concepto, y tener la oportunidad de crearte un isologo propio, uno que valla acorde con tu personalidad y que te represente como tal. Hasta Luego.
How do marketers perceive fan engagement, how do fans and brands benefit from it? AUTHENTICITY, LOYALTY and DIALOGUE are attributes often mentioned.
Build your own opinion and share any best practices with the author.
tyme is built on sixteen years of sales, marketing and consulting experience within Action and Mainstream Sports. The game is different now. The business has changed. The plight of emerging brands, teams and athletes is more expansive and complicated than ever before.
Sports Sponsorship – A cost effective investment for your brandFuture Thinking
Sports fans are bombarded with brand messages and campaigns across all forms of media; from team, stadia and TV sponsorship to mobile, social media and online collateral. As a result, measuring, evaluating and predicting advertising and sponsorship campaign effectiveness to optimise your sponsorship portfolio has become increasingly complex. With so many investment opportunities to choose from, how do brands ensure their sponsorship portfolio enables them to reach the highest number of people within their target markets for the most cost effective investment? Earlier this year, SPA Future Thinking conducted an online study to find out where and how sports sponsorship deals are achieving cut through with fans.
Download our complimentary guide which highlights:
- Scale of return – the effectiveness of multiple sports sponsorship.
- Spontaneous brand association – who do fans really remember?
- Successful partnerships – opportunities for rights holders and brands.
- Evaluating sports sponsorships – how to successfully measure campaigns.
- Beyond sponsorship – understanding the wider role of research in sport.
Here at SPA Future Thinking we help a wide variety of companies; from sports brands, regulatory bodies, media agencies and broadcasters, to understand how to optimise the effectiveness of their sponsorship campaigns. Our range of solutions includes the launch of Campaign Optimiser 2.0 which identifies which platforms used have impacted most on campaign awareness, appeal and call to action.
For more information on understanding sponsorship please call/email Suzy Aronstam on +44 (0) 207 843 9777 or suzy.aronstam@spafuturethinking.com.
Marketing at the Speed of Modern Retail. We’re proud to be experts in fitness and sports partnerships. With insightful strategy, we find common ground between our client’s brand and a sports brand. Then we invent the creative space for both to live. The result is a meaningful partnership that activates a hyper-engaged fan base to drive sales.
View our presentation on sports and fitness marketing capabilities.
1. A BRIEF ON SPORTS BRANDING WITH FOCUS ON MANCHESTER UNITED GROUP 9
2. What is a sports brand. How is it different from traditional brands. Analysis of Manchester United brand. Brand Strategy. Brand elements. Analysis through CBBE model. Agenda
3. The complete set of images and associations about the sports organisation held in the mind of the supporter What is a sports brand?
4. What makes it different from a traditional brand? The sizeable presence of a brand fanatic
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.
6. Activities of a sports fanatic contributing to the brand Follows his team in as many ways as possible Flaunts team merchandise Enhances brand experience Endorses the brand
7. Some of the ways Sports brands cash in on this phenomenon
10. MANCHESTER UNITED A TRULY GLOBAL SPORTS BRAND Multi-cultured team Strategic alliances with global companies More fans in more places
11. MANCHESTER UNITED Brand Strategy Gate receipts Sponsorship CORE ACTIVITY = FOOTBALL Conference & Catering Television On-field Success Increasing Fan-base (Loyalty & Affinity) Products & Services / Brand Extension Monetising the Fan-base Examples Merchandising (Nike) Media Financial Services
12. MANCHESTER UNITED Activities and Corporate sructure Football Club Merchandising Domestic Catering Media Hotel OtherCommercial Match day Tickets Merchandising International Match day Non- Match day Sponsors Mobile Travel Services Magazine Restaurant Finance Manchester United
17. MANCHESTER UNITED CBBE Model Lifetime loyalty, spanning through generations, active engagement through the form of coaching schools and other local initiatives, strong worldwide online community Unique football club, competent, trustworthy, emphasis not only on winning Fun, exciting ,Social approval & self-respect Best football club, Consistent top performance, emphasis on home grown talent, attractive style of play Lives & breathes United, sincere, successful, rugged & having great history and heritage Football entertainment, Sports entertainment
