Football Brands by Sue Bridgewater (auth.)

By Sue Bridgewater (auth.)

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Italy, France, and Holland all had strong perceived associations with the color of their football strips, but all have strikingly colored football strips. Awareness of recent performance is also not too surprising, nor perhaps is an awareness of the stars belonging to particular teams. 2 How Chinese fans perceive national football brands Germany How many positive 162 How many negative Total 17 179 Brazil 193 11 204 France 125 12 137 Key words Tank, solid, strong, discipline, effective Samba, dance, passion, skill, lazy Zidane, blue, old Italy 124 35 159 Blue, handsome, defence, cheat Argentina 123 17 140 Maradona, skill, passion, cheat Spain 84 25 109 Bull, Raul, underachieve Japan 21 35 56 Hardworker, rising, short England 157 53 210 Beckham, stars, handsome, disappointing Holland 88 20 108 Portugal 68 20 88 Orange, total football, aggressive Figo, dark (black) horse, skilful, divers.

What are you? (brand meaning). What do I think or feel about you? (brand responses). What kind of association and how much of a connection would I like to have with you? The following example of the repositioning of the League Managers Association brand discusses a members’ association (representing football managers) which has gone through a recent process of considering what it is, what it stands for, and how it will build business-to-business relationships with other stakeholders in the football game.

Many clubs around the world are well over 100 years old. As described earlier, football brands have lengthy traditions, and may also have strong family and regional associations. Fans often placed a value on the tradition, the team logo, motto, sponsors, the mascot, and the nickname. They had extensive knowledge of classic victories, goal scorers and opponents in cup runs, and other past successes. The emotional value placed on these “symbols” associated with football brands may explain why fans can sometimes respond negatively to proposed relocation, changes to club logo, team strip, or even stadium name.

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