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Thinking in Brand Management of Manchester United Football Club - Case Study Example

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The paper "Thinking in Brand Management of Manchester United Football Club" states that if the company sponsors the Manchester United team, there is a high chance that the favorability of fans towards the team will also be transferred to the brand…
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Thinking in Brand Management of Manchester United Football Club
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Download file to see previous pages In modern marketing, companies and brands have a high level of competition in order to gain new market shares and maintain their existing market shares. In order to make sure that this is a success, marketing communication has become very crucial. The increase in globalization has also made the marketing mix necessary in order for companies to succeed and remain in business. The marketing mix consists of four components which are the price, product, place, and promotion. The promotion element is usually considered crucial for marketers because it is the channel through which they communicated to a target population. Promotion traditionally consisted of public relation, advertising, and sales promotion. However, sponsorship has also become a crucial element in the promotional mix.
Companies are always looking for how best they can be able to promote themselves and at the same time be able to reach their target customers. Sponsorship has now become a strategic tool that helps companies receive more attention. Football was originally thought to be a working-class past time, but today it has become the most viewed sport. Corporations taking part in sponsorship programs for football sports clubs has become a fast-growing marketing method because of this wide audience (Cox, 1990). This method aims at reaching a wide target audience. Companies introduced sports sponsorship as a way of reaching its target audience and as a way of building the brand of the company. Sponsorship, in this case, means an investment in either cash or kind by an organization or brand in another company’s activity in the hopes of gaining a corresponding advantage as the sponsor. Research shows that companies are increasingly diverting their fund that normally is spent in marketing towards sponsorship activities. ...Download file to see next pages Read More
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