Mar 4711 Lecture 2: Elusive Fan Ch 4,5,7 Notes
Document Summary
We gotta win or we need a tight race . Unrealistic to expect most sports products to win consistently or always off the most intense level of competition. Realistic for sports decision makers to evaluate the current state of the sports product and use branding principles to not only reposition but also find superior ways to connect t fans. First two sports products have an advantage can base their drive for fans on their strong or consistent winning performances i. e. real madrid, yankees. Strong performing sports brands cannot rely on winning to sustain fan connections permanently. Causes of poor fan attraction: market"s unfamiliarity with a new sport, an overexposure or underexposure problem, an issue with behavior of the players of management, or a weak economy. Essential sports products brand their attributes independent of competitive outcomes. Winning or losing maintain brand characteristic and strategies as fortunes turn and marketplaces changes. Let consumer differentiate: kmart, walmart, target, coca cola, pepsi.
