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1. Introduction
2. Talk outline
3. Opening questions (1)
4. Opening questions (2)
5. Brand and branding in sport
6. Branding, brand strategy and brand equity
7. Branding as a key dimension for the organization
8. Development of brand equity in sport
9. Case studies of branding in sport: TML vs. FCB
10. Case studies - similarities in rivalry
11. Case studies - similarities in longevity and tradition
12. Case studies - similarities in powerful fans
13. Case studies - differences in entertainment rituals
14. Case studies - community involvement, promotion
15. Case studies - differences in role of the league
16. Case studies - learnings on branding in sport
17. Case studies - the Atlanta Thrashers (NHL)
18. Case studies - capitalizing on Hip Hop movement
19. Capitalizing on Hip Hop movement - 4 stages
20. Hip Hop movement - marketing strategy
21. Strategic orientations
22. Approaching Hip Hop segment
23. Internationalization of sport teams' brands
24. Team revenue and value - table 1
25. Team revenue and value - table 2
26. Combining three models of internationalization
27. Chart of internationalization - overview
28. Chart of internationalization - detailed
29. Combining two strategies of internationalization
30. Kapferer and Van Gelder strategies
31. Four scenarios relevant for professional sports
32. The brand recognition specialist - example
33. FCB on the chart of internationalization
34. Internationalization of a sport brand
35. Conclusion
36. Thank you
37. References

Topics Covered

• The strategic value of branding
• The branding of sport teams and its relevance
• The branding of teams in North America vs. Europe
• Sport, hip hop and branding
• The internationalization of sport teams' brands

Links

Series:

• Sport Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 22, 2008
• Archived on April 4, 2022