Brand Image In Professional Sports Case Study

Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of sport Management, 22(2), 205. Presently, majority of those individuals who are involved in marketing have placed customer relationship as a priority in their practices. In carrying their marketing activities, the marketers are keen in retaining the customers to their products and organization. As a result of this, a study was carried out to determine the relevance of brand image in maintaining fans loyal in a given sport. The loyalty of customers in any industry is always influenced by the attitude of the customers towards that particular brand. In most cases, the linkages among loyalty and brand-image are always done by …show more content…
(2005). Brand strategy in professional sports: The case of French soccer teams. European Sport Management Quartely, 5(1), 23-46. In the sporting industry, teams happen to generate very strong emotional responses from its fans when compared to the industries. As a result of the high emotions that the teams bring out of their fans, majority tend to place themselves as brands by their selves. Therefore, this paper tried to examine the different approaches as well as actions that have been employed by four different soccer teams from French for the sole purpose of building and exploiting their brands. In carrying out the study, the researchers used qualitative methods to extract the kind of data that they needed and at the same time, the research was exploratory in nature. There was a deep analysis of four French football clubs in the research that led to the conclusion of the study. From the study, it was observed that, all the involved clubs had the needed information on the importance of identity and positioning as well as the importance of having both the marketing strategy as well as the branding strategy as a way of being relevant to their