TITLE

Core passion displaces emotion-added brands

AUTHOR(S)
Mitchell, Alan
PUB. DATE
September 1999
SOURCE
Marketing Week;9/2/1999, Vol. 22 Issue 31, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Asserts that sports sponsorship to build brands has evolved into efforts that make personalities, events and causes as brands in their own right. Growth of passion brands; Invention of brand personalities; Emergence of celebrities such as Tiger Woods, Michael Jordan and others and events such as Wimbledon as brands in their own right.
ACCESSION #
2300665

 

Related Articles

  • In the minority. Tipping, Karen // Brand Strategy;Nov2004, Issue 187, p31 

    Discusses the benefits of minority sports sponsorships over big budget deals in Great Britain. Increase in big brand sponsorship costs; Commitment to local community residents and cultural solidarity; Ability of the brand to identify with its public.

  • Gatorade to Bowl Chicks: We're Up Your Alley. Stanley, T. L. // Brandweek;12/6/2010, Vol. 51 Issue 43, p20 

    The article reports on the decision of the PepsiCo brand, Gatorade, to become an official sponsor of 2011 Bowling's U.S. Women's Open.

  • TOP 5 BRANDS POPULARLY ASSOCIATED WITH SPORTS SPONSORSHIPS.  // Pitch;11/1/2013, p197 

    A chart is presented that lists the top five popular brands associated with sports sponsorship in India which include Nike, Adidas, and Amul.

  • Diageo strikes F1 deal with McLaren. Thomas, Daniel // Marketing Week;12/16/2004, Vol. 27 Issue 51, p11 

    This article reports that Diageo PLC is preparing to sign a multimillion pound headline sponsorship deal between its Johnnie Walker whisky brand and the McLaren Mercedes Formula One racing team. The news comes as Imperial Tobacco Ltd. plans to withdraw its West brand sponsorship from the team in...

  • Yili rebrands Classic milk to fend off rivals. Blecken, David // Media: Asia's Media & Marketing Newspaper;8/7/2008, p7 

    The article discusses the decision of Chinese dairy giant Yili Group, a major Olympic sponsor, to change the name of its Classic milk product range to Satine. The author notes that the move is part of the company's rebranding exercise for the domestic market ahead of the Olympic Games. He adds...

  • Remember the fans. Robertson, Hugh // Marketing Week;5/13/2010, Vol. 33 Issue 20, p12 

    The article focuses on the importance for brands to invest in creating powerful brand experiences that resonate with people on a more emotional level.

  • Brand games. Ironside, Sue // NZ Business;Aug2000, Vol. 14 Issue 7, p46 

    Part I. Focuses on the business of building brands through sporting sponsorships. Successful product endorsement; Interpretations of what is a brand.

  • Rockface in Bath Rugby supply deal.  // Grocer;3/16/2013, Vol. 236 Issue 8096, p35 

    The article discusses the deal of male grooming brand Rockface to supply shower, shave and skincare products to Bath Rugby, a professional rugby club in Great Britain.

  • Losing out on sponsorship. Stobart, Ben // Brand Strategy;Jul2002, Issue 161, p35 

    Discusses the need for brands to integrate their sports sponsorships with promotions. Importance of getting connected with the target market; Advantages of a simple, consumer-focused promotion over 'buy-one-get-one-free' programs; Effective utilization of all elements of an integrated campaign.

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics