Sport Branding Insights
About this ebook
The book explains how a sport brand goes beyond just an identifying badge, reinforced by a name or a logo that helps sport consumers recognise a product or an organisation. It reveals how a brand becomes linked with consumers’ opinions and perceptions of a sport product and the organisation that owns it. Readers will learn how to create a powerful brand that has both recognition in the market and strong associated imagery, by imbuing it with a spirit of the past through appeals to tradition, by endowing it with human qualities of emotionality, thought, and volition, and through the use of characters, colours, texts, and symbols. It also provides a brief guide to the new domains of digital sport branding and social media.
Concise, informative, and entertaining, this is an essential resource for anyone exploring or practising the business of sport.
About the author
Constantino Stavros is Associate Professor of Marketing at RMIT University, Australia. He is one of Australia’s leading media commentators on marketing and branding matters. His research interests lie predominantly at the intersection of consumption and communication.
Aaron C.T. Smith is Professor of Sport Business at the Institute for Sport Business, Loughborough University in the UK. His research investigates psychological, organisational and policy change in sport, business, health, religion, technology, and society.
