Based on the chapter on “Sport consumer brand management”, critically analyze the challenges
- Based on the chapter on “Sport consumer brand management“, critically analyze the challenges Adidas faced in managing the Reebok brand. How does the concept of brand architecture play a role in this scenario? Furthermore, discuss the significance of being distinctive over being different in sports branding, using examples from the text. (200 words)
- Given the concept of customer-based brand equity, explain the significance of brand associations in influencing consumer perceptions and decisions. Incorporate the categorization by Keller (1993) of brand associations into attributes, benefits, and attitudes, providing examples from the sports context. Furthermore, elucidate on how non-product-related attributes can often play a pivotal role in shaping brand equity. (200 words)
- Discuss the challenges and variations in developing and applying brand association measurement scales across different contexts (e.g., sport teams, sport leagues, fitness clubs, and athletes). How do cultural differences impact the validity and reliability of these scales when applied in different geographical regions? (200 words)
- Discuss the complexities and challenges of brand valuation in the sports industry as outlined in the article. Highlight the role of the Forbes list in brand valuation and the criticisms it has received. Also, examine how brand architecture in sports aligns or deviates from general brand management principles. (200 words)
- Analyze the difference between “distinctiveness” and “differentiation” in brand asset management, drawing on insights from the given chapter. Provide examples and discuss the implications for brands, particularly in the sports industry, when making decisions about evolving or altering their brand assets. (200 words)
