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Scoring Goals for Brand Identity

Grafström, Erik; Wilson, Andrew and Norbech, Coral (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)
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author
Grafström, Erik; Wilson, Andrew and Norbech, Coral
supervisor
organization
year
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},
  keyword      = {Brand Identity,city branding,sporting cities,major events,sponsorship,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Scoring Goals for Brand Identity},
  year         = {2009},
}