Branded : branding in sport business /
edited by Jason W. Lee.
- xi, 341 pages, 16 unnumbered pages of plates : colour illustrations, colour map ; 23 cm
Includes bibliographical references.
1. Introduction to branding / Kimberly S. Miloch -- Part I. Apparel and equipment -- 2. Akadema: innovation on the diamond / Jason W. Lee -- 3. Heelys: these shoes are on a roll / Jason W. Lee -- 4. Life is good: it's all about living the good life / Jason W. Lee -- 5. Mossy Oak: it's not a passion, it's an obsession / Eric Forsyth -- 6. Roots: branding to the world, one beret at a time / Patrick Kraft -- 7. Under Armour: protect this brand! / Patrick Kraft, Jason W. Lee, Fritz G. Polite -- Part II. Sports properties, leagues, and events -- 8. The Harlem Globetrotters: a truly global brand / Steven N. Waller, Fritz G. Polite -- 9. Montgomery Biscuits: rising to the top of minor league brands / Jason W. Lee -- 10. The National Hot Rod Association: a brand on the fast track to success / Andrea N. Eagleman -- 11. Professional Bowlers Association: revamped and ready to go / Dan Drane -- 12. The rebranding of a franchise: the Tampa Bay Buccaneers / Fritz G. Polite, Steven N. Waller -- 13. World Baseball Classic: Major League Baseball attempts to build its brand internationally / Mark S. Nagel, Matthew T. Brown -- Part III. Primarily non-sport entities that use sport to enhance brands -- 14. FedEx: access to the world / Kimberly S. Miloch -- 15. Home Depot: it's time to ... / Kimberly S. Miloch -- 16. Coca-Cola: demand the genuine / Kimberly S. Miloch -- 17. McDonald's: I'm lovin' it / Kimberly S. Miloch -- 18. Mountain Dew: taking soft drinks to the extreme / Jason W. Lee -- 19. Red Bull New York: to build or not to build off of the parent company's image? / Greg Letter, Brian Rothschild -- Part IV. Media, memorabilia, people, and places -- 20. Madden NFL: bringing the league to the consumer / Galen Clavio -- 21. Nintendo Wii: revolutionizing the video game industry / Galen Clavio -- 22. Mitchell & Ness: the evolution of the premier retro sports apparel provider / Coyte G. Cooper -- 23. Steiner Sports: the best in authentic memorabilia / Raymond G. Schneider -- 24. Topps: from penny gum to priceless trading cards / Raymond G. Schneider -- 25. David Beckham: soccer's global brand / John Vincent, John S. Hill, Jason W. Lee -- 26. Deion Sanders: the evolution of "Prime Time" / Mark S. Nagel, Richard M. Southall -- 27. Maria Sharapova: the WTA's "it girl" / John Vincent, John S. Hill -- 28. Tiger Woods: the first billion-dollar athlete / Pamela C. Laucella -- 29. Bass Pro Shops: the great outdoors ... pass it on / Jason W. Lee, Eric Forsyth, Emily Bruce -- 30. The skinny on Curves for Women / Jennifer J. Kane -- Part V. Controversies and failure -- 31. Down, but not out: World Wrestling Entertainment's dance with death / Jason W. Lee, Matthew J. Bernthal -- 32. Grappling with questions: marketing the WWE brand to youth / Matthew J. Bernthal, Jason W. Lee -- 33. USSTC and smokeless tobacco sponsorship in sport: a good idea or just blowing smoke? / Jason W. Lee -- 34. The WUSA: why did women's professional soccer fail in the United States? / Richard M. Southall, Mark S. Nagel.
"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.
1594605068 9781594605062
2009040507
Sports--Marketing.--United States Sports--Economic aspects--United States Branding (Marketing)--United States Advertising--Social aspects--United States