Branded: Branding in Sport Business

by Jason W. Lee (Editor)

"Branded: Brandingin Sport Business examines significant brands associated with sport. The brands profiled in this work identify successful practices (and sometimes failures) that have been utilized by sport business to cultivate brand equity. The concept of branding is important and has generated great interest in academic and professional circles. Brands range from a collection of images that represent products to a variety of symbols associated with products, and their producers and consumers build associations with and affinities to these brands. By accumulating all of the information connected to the companies, people, places, goods, and services of the brands, this work will provide points for discussion and further examination of some of the most, and least, successful brands."--BOOK JACKET.

370 pages, Paperback

First published January 1, 2010

Reviews

[niko · Rating 2 out of 5]

Shoutout Internet Archive for being available and saving me money

Interesting reading this 16 years later and seeing how a lot of the brands in this book flamed out or are not as popular both in sports and generally. Maybe that can be a lesson itself. Hard to discredit the authors for writing about these companies/teams/athletes because this is a book of its time, but also some of the chapters made it seem like these brands were infallible, right before some major news would come out to prove otherwise (Tiger Woods scandal being a huge example).

I wish the analysis covered more of the "how" and "why" of marketing strategies, which is what I was looking for with my prep. Some chapters did a better job explaining than others, but other chapters felt like just reading a summary of what the brands did over their history. Oh well

[Jon Kruse · Rating 2 out of 5]

Just the story/history of companies and people. Did not go into the marketing logic behind the really or explain what made their successful practices or failures