What, why and how of sports branding with special focus on Manchester United as a brand

1. A BRIEF ON SPORTS BRANDING WITH FOCUS ON MANCHESTER UNITED GROUP 9

2. What is a sports brand. How is it different from traditional brands. Analysis of Manchester United brand. Brand Strategy. Brand elements. Analysis through CBBE model. Agenda

3. The complete set of images and associations about the sports organisation held in the mind of the supporter What is a sports brand?

4. What makes it different from a traditional brand? The sizeable presence of a brand fanatic

5. Sports brands encapsulate the phenomenon of the brand ‘religion’, where the value of the brand becomes so high in the mind of the consumer that he/she will always stay loyal to it.

6. Activities of a sports fanatic contributing to the brand Follows his team in as many ways as possible Flaunts team merchandise Enhances brand experience Endorses the brand

7. Some of the ways Sports brands cash in on this phenomenon

8. Analysis of the Manchester United brand

9. MANCHESTER UNITED Brand Valuation

10. MANCHESTER UNITED A TRULY GLOBAL SPORTS BRAND Multi-cultured team Strategic alliances with global companies More fans in more places

11. MANCHESTER UNITED Brand Strategy Gate receipts Sponsorship CORE ACTIVITY = FOOTBALL Conference & Catering Television On-field Success Increasing Fan-base (Loyalty & Affinity) Products & Services / Brand Extension Monetising the Fan-base Examples Merchandising (Nike) Media Financial Services

12. MANCHESTER UNITED Activities and Corporate sructure Football Club Merchandising Domestic Catering Media Hotel OtherCommercial Match day Tickets Merchandising International Match day Non- Match day Sponsors Mobile Travel Services Magazine Restaurant Finance Manchester United

13. MANCHESTER UNITED Brand elements Logo till 1960s Logo after1960

14. MANCHESTER UNITED Brand elements Team Colours Character

15. MANCHESTER UNITED Brand elements Old Trafford – The theatre of dreams

16. MANCHESTER UNITED Brand elements Legends of the club

17. MANCHESTER UNITED CBBE Model Lifetime loyalty, spanning through generations, active engagement through the form of coaching schools and other local initiatives, strong worldwide online community Unique football club, competent, trustworthy, emphasis not only on winning Fun, exciting ,Social approval & self-respect Best football club, Consistent top performance, emphasis on home grown talent, attractive style of play Lives & breathes United, sincere, successful, rugged & having great history and heritage Football entertainment, Sports entertainment