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The sound of brands
(2019)
The aim of this research paper is to both examine and conceptualise the concept of audio branding. Audio branding is an important part of the overall brand management concept and corporate identity. Strong brands ease the choice for customers and convey values and a certain quality promise. Branding is of vital importance. It needs to be acknowledged that only 0.004% of all outer stimuli reach the human consciousness. Therefore, audio branding is a way to further strengthen the overall brand awareness. This leads to an emotional connection with a brand.
This study strives to determine the characteristics of audio branding and to analyse the corporate audio branding of Audi. The result of this research study is the suggestion of the use of audio branding in a way that fits the overall brand picture. Otherwise, the brand communication is inconsistent, and this could lead to a misunderstanding of the brand values for customers. The analysis of the Audi corporate sound design might be beneficial for practitioners. The overall evaluation of the concept of audio branding contributes to the existing body of literature in branding.
The management of football brands : brand identity management illustrated by Borussia Dortmund
(2017)
Despite a growing awareness of the importance of the management of trademarks at the club level, there is a significant delay regarding the professional management of the brand within the Bundesliga clubs. So far, the principles of brand identity management were rarely applied, and most clubs have given up, despite a high economic potential, the ability to create competitive advances in economic terms, but also in sports terms. In this chapter, we will study the success factors of the management of brand identity of professional football clubs from the actual case of Borussia Dortmund.
Throughout the past decade the rapid proliferation and widespread adoption of social media for marketing purposes can be observed across all technological and digital touch points. This paper focuses on the implementation of social media marketing during mega sports events. We examine impacts by analyzing Adidas’ and Nike’s social media campaigns in the frame of the FIFA World Cup 2014 in Brazil. What impact did the social media activities of Nike and Adidas have on their Twitter and Facebook presence? Which additional value did the social media activities contribute to their respective targets of the entire marketing campaign? In order to answer these questions an empirical study was conducted. Several hypotheses were formulated and tested.
The halo effect in sports
(2018)
A halo effect can lead to significantly biased and distorted judgments in numerous situations and settings in daily life. However, its impact has barely been researched in the sporting environment, although it might help a great deal in understanding how sport fans think and behave. This paper provides an international literature review on the halo effect in different research fields. Built upon this state of the art, an empirical study based on two German soccer clubs, VfB Stuttgart and FC Bayern Munich, analyzes the presence of halo effects explained by social identity theory. The study shows that supporters rate aspects of the respective team, for example the president’s competency, more favorable than common sport spectators, and this effect even increases with a higher level of team identification.
Sport marketing is the specific application of marketing principles and processes to sports products and services. In 2014 the biggest sports event in the world, the FIFA World Cup, took place in Brazil. Billions of spectators around the world saw Germany win the trophy in Rio de Janeiro for the fourth time in history. Yet unlike in previous World Cups, conversation was not only taking place at the numerous public viewings which were held in open spaces like bars and restaurants. For the entire tournament social media like Facebook or Twitter were playing a dominant role in all aspects. With 672 million tweets on Twitter and three billion conversations on Facebook, this was the most social World Cup as well as the most social mega sports event so far. It did not matter whether it were users, athletes or companies, everyone was trying to catch up on the conversation to be informed or inform others about their opinion or latest news. This paper analyzes the implementation of social media marketing during mega sports events with a focus on Adidas’ and Nike’s social media campaigns in the frame of the FIFA World Cup 2014 in Brazil. The analysis shows that social media marketing in the frame of mega sports events gains importance. Those companies finding topics that affect people personally with a relationship to their products achieve success through social media marketing.
Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.
It has always been interesting for scientists to look at economic indicators in order to explain current economic developments and to forecast a boom or a recession. In addition to classic, hard economic indicators such as the Gross National Product or the Ifo index, there are also a number of psychological and soft indicators that economists consult. The lipstick effect is one of these psychological indicators. The paper introduces the lipstick effect, explains the causes behind the phenomenon, shows the connection to brand management and provides references to the current Corona pandemic.
Lessons from sports : what corporate managers can learn from international professional sports
(2018)
Although sports is generally defined as motor activity, it has always been much more than that. Since management and sports follow the same objective of achieving highest performance, correlations between these two fields nowadays become increasingly interesting in terms of corporate strategy. This paper aims to point out how organisations as well as individuals can benefit from the general and psychological values and strategies of international professional sports, by first looking at the general framework of professional sports and further applying approaches from various types of sports directly to certain business functions like general management, human resource management and marketing management.
Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.
The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail. The image transfer model is developed against the backdrop of selected event types often used in actual practice. The focus of its application lies mainly in brand-oriented leisure and infotainment events directed towards external target groups. The model provides a discussion and analysis of the impact category of the image transfer in event marketing. The paper explains that the possibility of an attitude change is given within the context of event marketing. The presented model serves to structure the image transfer in event marketing. It is intended to illustrate the steps that are involved in the emergence of an image transfer as well as the resulting alternative consequences.