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Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr
Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr
Gregory Kerr
The sports industry is an important one; it is estimated to be the 11th largest industry in the United States. Within this industry, individual sports, at both the amateur and professional levels, compete for talented players, supporters, government funding, and sponsorship dollars. It is therefore important for sports to manage their sports brands. We use Lederer and Hill’s (2001) brand molecule concept to explain the brand management implications for a professional, national sports team, the Bulldogs, a Sydney-based team in Australia’s National Rugby League competition. The brand molecule highlights for the brand manager the positive and negative atoms that comprise …