Anyone with the responsibility for managing an organization’s brand needs to start by understanding the culture of its core customers. Brand management should always be focused on evaluating, emulating, and, if the market segment is sufficiently attractive, infiltrating the culture of the largest and fastest growing groups of its market.
Brand evolution is not reserved for just legendary rock bands or consumer products companies. The National Football League has undergone a significant transformation over the past several years to gain a strong foothold in American culture.
“The NFL is an established brand, with 80 years of equity, but a few years ago there was a sense among ownership and senior management that it had become more of a licensing company,” explains John Collins, NFL’s senior vice president of marketing and entertainment. “In order to redefine the NFL, we stepped back and thought about our place in the world of brands-what we stood for and how we could evolve. When we talk about ourselves today, we talk about being premier entertainment.” Rock and roll has played a key role in the NFL’s brand transformation. Fans who religiously fill stadiums on Sunday afternoons and Monday nights are treated to mini
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Tags: brand, management, senior
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