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Unformatted text preview: What is a brand and how did the concept get started? Advantages of a strong brand Branding in sports Segmentation, involvement stages, ethos, the transformation process (4 choices) What drives a brand’s transformation? Leadership, crisis, cultural trends, the market, media What can be transformed in sports? Generating a concept for a brand: 5 steps Starts with assessing the need Inventorying brand assets Defining the target segments Determine scale of transformation Building out the vision of the brand Describe each of the different fan-centered strategies. Accessibility Interactivity Responsiveness The three major sports communicators: sports brand participants, media, and sponsors. What are five goals of dramatic reality? What are the six components of a brands story? The different strategies for communicating dramatic reality. Implications of each strategy...
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This note was uploaded on 09/09/2011 for the course MAR 4711 taught by Professor Cynthiagundy during the Fall '11 term at University of Central Florida.
- Fall '11