The dynamics of brand equity, co-branding and sponsorship in professional sports

Frederick, Howard and Patil, Sandeep 2010, The dynamics of brand equity, co-branding and sponsorship in professional sports, International journal of sport management and marketing, vol. 7, no. 1-2, pp. 44-57.

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Title The dynamics of brand equity, co-branding and sponsorship in professional sports
Author(s) Frederick, Howard
Patil, Sandeep
Journal name International journal of sport management and marketing
Volume number 7
Issue number 1-2
Start page 44
End page 57
Publisher Inderscience Publishers
Place of publication Olney, England
Publication date 2010
ISSN 1475-8962
1740-2808
Keyword(s) sport brands
co-branding
brand equity
sport sponsorship
professional sports
sport management
sport marketing
brand strategies
Summary Globalisation has been one of the most significant determinants of growth in the sports industry worldwide, especially with the increasing importance of brand creation, brand awareness, brand image, brand identity and brand equity. Professional sports teams have become top sports brands through leverage with major company sponsors. Sports marketers have had to become much more entrepreneurial to create competitive advantage for sports organisations and deliver relationship value to consumers. Company sponsorships are prominent drivers of brand strategy around the world. They help create an extended consumer experience and are becoming a strategic vehicle for creating co-branding partnerships between sports organisations and multinational companies. This study reports data from a survey of the top marketing and communications executives in sports and company organisations in New Zealand and as well as a qualitative content analysis of core documents and websites. The study provides insights for sports marketers seeking to: use sponsorship as a prominent driver of brand strategy; employ co-branding as a strategy to create an extended consumer experience; build strong brands through efficient co-branding articulation strategies. The study also provides recommendations for sports organisations and companies to formulate their marketing communications and brand strategies from the perspective of a co-branding relationship.
Language eng
Field of Research 150304 Entrepreneurship
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2010, Inderscience Enterprises
Persistent URL http://hdl.handle.net/10536/DRO/DU:30030841

Document type: Journal Article
Collection: School of Management and Marketing
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