Branded: Branding in Sport Business

By Jason W. Lee

This book is an excellent resource that examines significant brands and the points of interest associated with their successes (and sometimes failures). Brands in this work span sport, recreation, and beyond, and each chapter sheds light on actions that have utilized sport business to cultivate brand equity. The importance of branding has generated great interest in academic and professional circles. Brands range from images that represent products to a variety of symbols associated with products. The producers and consumers of these products build associations and affinities to these brands. The brands profiled are examples of successful (and sometimes not so successful) products, and this book's impressive accumulation of information concerning the companies, people, places, goods, and services provides points for discussion and further examination. Branded can serve as a stand-alone text or as a supplement in a variety of academic settings. To further enhance the information provided in this work, each chapter includes the following sections: The Line-Up -- gives an overview of the company and the cases being addressed; T imeline -- identifies relevant historical events and provides points of reference for significant points in the brands' history; The Final Score -- critically examines industry perspectives and implications regarding the profiled brands; Post-Game Comments -- identifies key concepts; and Discussion Questions -- offers opportunity for further theoretical explorations and would be useful for facilitating class discussions. Additionally, web-based resources, tables, side boxes, and figures are provided as further background information for the brands being profiled. A glossy, 16-page section of photographs enhances the text. "Recommended. Lower- and upper-division undergraduates; technical students; general readers." -- CHOICE Magazine "For those looking for a broad range of great branding examples in sports, look no further. . . . From a teaching standpoint, Branded's introduction starts off strongly and provides a good basis for readers of all levels to know what branding is and what it is for. . . . It will not fail to leave its mark." -- Journal of Product & Brand Management

• Format: Paperback
• Language: English
• ISBN: 1594605068
• ISBN13: 9781594605062
• Release Date: December 2009
• Publisher: Carolina Academic Press
• Length: 341 Pages
• Weight: 1.35 lbs.
• Dimensions: 0.9" x 6.0" x 9.0"