Football Brands [Hardcover]

The media increasingly refer to football clubs as brands. Certainly concepts such as loyalty, affiliation, emotional ties with football clubs seem to parallel the relationship between consumer and brand in the broader marketing sphere. This book delves deep into the world of the lucrative business of sports branding.List of figures and tables Acknowledgments Introduction: Why view football clubs and organizations as brands? What is a football brand? Brand relationships in football Understanding the football 'brandscape' Football brand experiences Globalization of football brands Managing football brands through different stages of the lifecycle References Index

'Football is a results driven business both on and off the field. The development of a strong brand is a key element to the continued success and delivery of results. From points on a Saturday afternoon, to dividends to shareholders all organisations in football must continue to focus on the development of their brand, what they stand for and how they relate to their fans, their employees and their peers. This book breaks down the complex process of brand building in football, it is a must read for anyone working in the game.' - Richard Bevan, CEO, League Managers Association

'This book is a very welcome addition to the literature on contemporary professional football clubs. Recognising that branding and marketing are terms which often engender hostility in football supporters; it adopts the approach of demonstrating their relevance to clubs not solely as commercial organisations, but also as social and community institutions. Its focus is thus on the features that make football clubs distinct organisations, in particular the relationship between clubs and their supporters, and on how those features facilitate our understanding of the role of brands and branding in football. The book covers a wide range of brand issues from the local to the global and its use of case study examples hlóŽ