advanced theory and practice in sport marketing - Marshalls University

Marketers often fail in three key categories: those with (1) the inability to
use their knowledge of their customers to position their brands; (2) the inability
to put their brands to work beyond traditional media; and (3) the inability
to build brand acceptance and understanding throughout the organization,
which in turn affects how the brand is presented to the general customer. The
sport brand is the business of the sport marketing professional, not just a concept
or campaign that is discussed internally. It must be treated as such.
However, one of the major difficulties is that sport organizations do not always
understand how to position their product in relation to the sport consumer.
There are some sport organizations that are not willing to spend the time,
money, and other resources that explore in detail the benefits that will significantly
drive sport consumers to purchase the sport product. Instead, trial and
error is utilized and the hope is that the plan will eventually work. However, the
evolution of sport marketing has brought about an understanding that building
a relationship between the communication of benefits and sales is more cost
effective and resource efficient.
SPORT BRAND ARCHITECTURE
Sport marketing professionals must work with sport entities to develop a
brand structure or brand architecture that focuses on communicating the
value the sport entity is creating, and the resultant benefits of the sport product
as viewed by the sport consumer. This is accomplished by focusing on identifying
different levels related to the brand name and/or visual associations of
the brand. There are three main branding structures: monolithic, endorsed,
and branded. Monolithic is when a corporation uses one name and identity
worldwide (Nike). Endorsed is where the corporate name is used in asso
ciation with a subsidiary or sport product brand (Starter jackets). Branded
emphasizes multiple product-level brands (ESPN with brands such as ESPNU,
ESPN Deportes, ESPNZone, ESPN Entertainment, ESPN Videogames, etc.).
A coherent brand architecture is a key component of the firm’s overall marketing
strategy as it provides a structure to leverage strong brands into other markets,
assimilate acquired brands, and rationalize the firm’s branding strategy.
Another example is charted for Electronic Arts (EA) Sports:
Monolithic EA Sports
Endorsed Madden NFL by EA Sports
NCAA Football by EA Sports
NBA Live by EA Sports
NASCAR Thunder by EA Sports
Branded EA Sports (realistic sports simulations)
EA Sports BIG (extreme sports titles)
Pogo.com (online games site with numerous EA brand tie-ins)
AOL games channel (operated by EA)
ENTERPRISE SPORT MARKETING MANAGEMENT 365