Scoring Goals for Brand Identity
(2009)Department of Business Administration
- Abstract
- This study aims to analyse the brand identity of sporting cities using existing sponsorship and city branding theory. A comparative case study was conducted between Melbourne, Australia (identified as the benchmark sporting city) and Malmö, Sweden (an emerging sporting city). Within the sponsorship realm, the theories of image transfer, corporate branding, congruence and sponsorship-linked marketing were used to analyse the sport brand identity of the cities. Furthermore, the Brand Box Model was used (and consequently adapted) and the notion of coherence and coordination within a city was utilized to assess sport brand identity of the case study cities. Support is provided for the theories of sponsorship-linked marketing and corporate... (More)
- This study aims to analyse the brand identity of sporting cities using existing sponsorship and city branding theory. A comparative case study was conducted between Melbourne, Australia (identified as the benchmark sporting city) and Malmö, Sweden (an emerging sporting city). Within the sponsorship realm, the theories of image transfer, corporate branding, congruence and sponsorship-linked marketing were used to analyse the sport brand identity of the cities. Furthermore, the Brand Box Model was used (and consequently adapted) and the notion of coherence and coordination within a city was utilized to assess sport brand identity of the case study cities. Support is provided for the theories of sponsorship-linked marketing and corporate branding, but only partial support congruence and image transfer in the sporting city context. Furthermore a city aiming to position itself as a ‘sporting city’ should strive for a combination of representational and functional brand qualities and to do so, requires coherence and effective communication throughout its structure. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1437621
- author
- Grafström, Erik ; Wilson, Andrew and Norbech, Coral
- supervisor
- organization
- year
- 2009
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Identity, city branding, sporting cities, major events, sponsorship, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1437621
- date added to LUP
- 2009-06-02 00:00:00
- date last changed
- 2012-04-02 17:42:02
@misc{1437621,
abstract = {{This study aims to analyse the brand identity of sporting cities using existing sponsorship and city branding theory. A comparative case study was conducted between Melbourne, Australia (identified as the benchmark sporting city) and Malmö, Sweden (an emerging sporting city). Within the sponsorship realm, the theories of image transfer, corporate branding, congruence and sponsorship-linked marketing were used to analyse the sport brand identity of the cities. Furthermore, the Brand Box Model was used (and consequently adapted) and the notion of coherence and coordination within a city was utilized to assess sport brand identity of the case study cities. Support is provided for the theories of sponsorship-linked marketing and corporate branding, but only partial support congruence and image transfer in the sporting city context. Furthermore a city aiming to position itself as a ‘sporting city’ should strive for a combination of representational and functional brand qualities and to do so, requires coherence and effective communication throughout its structure.}},
author = {{Grafström, Erik and Wilson, Andrew and Norbech, Coral}},
language = {{swe}},
note = {{Student Paper}},
title = {{Scoring Goals for Brand Identity}},
year = {{2009}},
}