A BRIEF ON SPORTS BRANDING WITH FOCUS ON

MANCHESTER UNITEDGROUP 9

• What is a sports brand.• How is it different from traditional brands.• Analysis of Manchester United brand.• Brand Strategy.• Brand elements.• Analysis through CBBE model.

Agenda

What is a sports brand?

The complete set of images and associations about the sports organisation held in the mind of the supporter

What makes it different from a traditional brand?

The sizeable presence of a brand fanatic

Sports brands encapsulate the phenomenon of the brand ‘religion’, where the value of the brand becomes so high in the mind of the consumer that he/she will always stay loyal to it.

Activities of a sports fanatic contributing to the brand

Follows his team in as many ways as possible

Flaunts team merchandise

Enhances brand experience Endorses the brand

Some of the ways Sports brands cash in on this phenomenon

Analysis of the Manchester United brand

MANCHESTER UNITED

Brand Valuation

MANCHESTER UNITED

A TRULY GLOBAL SPORTS BRAND

More fans in more placesStrategic alliances with global companies

Multi-cultured team

CORE ACTIVITY = FOOTBALLGate receipts

Conference & Catering

Television

Sponsorship

On-field Success

Increasing Fan-base (Loyalty & Affinity)

Products & Services / Brand Extension

Monetising the Fan-base

Merchandising (Nike) Media Financial Services

Examples

MANCHESTER UNITED

Brand Strategy

Football Club

Sponsors

Match day Tickets

Merchandising Domestic

Merchandising International

Catering

Match day Non-Match day

Media Hotel OtherCommercial

Mobile Travel Services

Magazine Restaurant Finance

Manchester United

MANCHESTER UNITED

Activities and Corporate sructure

MANCHESTER UNITED

Brand elements

Logo till 1960s Logo after1960

MANCHESTER UNITED

Brand elements

Character Team Colours

MANCHESTER UNITED

Brand elements

Old Trafford – The theatre of dreams

MANCHESTER UNITED

Brand elements

Legends of the club

Football entertainment, Sports entertainment

Best football club, Consistent top performance, emphasis on home grown talent, attractive style of play

Lives & breathes United, sincere, successful, rugged & having great history and heritage

Fun, exciting ,Social approval & self-respect

Unique football club, competent, trustworthy, emphasis not only on winning

Lifetime loyalty, spanning through generations, active engagement through the form of coaching schools and other local initiatives, strong worldwide online community

MANCHESTER UNITED

CBBE Model