The practice of brand extension through licensing: The Spalding Challenge: Teaching note and overview for use in class

This teaching note presents instructors with several avenues for incorporating the case study, “The Practice of Brand Extension through Licensing: The Spalding Challenge,” into their classrooms. By proposing classroom demonstrations and exercises based on the authors’ experience as well as selected readings that correspond directly to the theoretical applications of brand equity, brand extensions and licensing strategy, and stakeholder analysis, the case note provides the foundation for achieving comprehensive learning outcomes. In addition, the note concludes by outlining what steps Spalding actually took to address the licensing dilemma presented in the case, thereby offering the instructor a finishing tool with which to illustrate the practical application of the concepts presented.     

A night at Delmonico's: The Spalding baseball tour and the imagination of Empire

This article casts the Spalding world baseball tour of 1888–1889 in a context of the campaign to construct a national identity during the late 19th century. In doing so, it intends to show how baseball magnate Albert Spalding and fellow sporting missionaries used cultural perspectives promoted on the tour to assert baseball's national purpose and, through the sport, stake America's claim in the Anglo-Saxon imperium of the times. Spalding initiated the mission with a remarkable tourist venture that spanned the globe, from Chicago across the Pacific and through Europe before returning from overseas. In New York, at a famous reception at Delmonico's restaurant, the tourists and commentators imbued the sport with the rhetoric of nationalism so critical to constructing empire ten years later. The banquet serves as the window in which to look on parts of the tour, particularly the contrasting results of the visits to Australia and Britain.     

美国体育标志产品经营模式的研究

体育组织通过标志产品的销售可以扩大自己品牌的知名度,与消费者建立紧密的联系。体育标志产品生产商则可以借助体育组织在广大消费者心目中的良好形象来销售自己的产品,增加收入,把产品打入新的市场。美国是世界上体育标志产品业最发达的国家,体育标志产品的经营管理中有许多经验值得我们学习和借鉴。     

National Sporting Pastimes,Spectacles of Sporting Otherness and American Imaginings, 1880–1920

This discussion focuses on how the rise of America's national sporting pastimes, during the period 1880–1920, was inextricably tied to the ambitions and outpourings of American print capitalism and a concomitant congealing of a sense of modern American nationhood. In examining this thematic, we explicate the manner in which American national sporting audiences during the period 1880–1920 were variously constituted through discourses of national and ethnic sporting difference or Otherness. Hence, we examine the popular representation of turn of the century rodeo practices (as narrated through the spectacle of the western showman William Frederick ‘Buffalo Bill’ Cody's Wild West show productions), the position of early-twentieth-century American baseball in relation to other sporting cultures (graphically depicted by Albert Goodwill, or A.G., Spalding's promotional publications, specifically the 1911 America's National Game) and the national and ethnic differences discerned within the global sporting landscape more generally (explicated within the 1919 National Geographic article ‘The Geography of Games’). These performances and representations of ethnic and national sporting Otherness played an important role in re-inscribing and legitimating the (White European American) normative core of American sport culture (as manifest within and through the dominant practices of playing and/or spectating of football, baseball and basketball).     

How can Country-of-Origin image be leveraged to create global sporting goods brands?

While much marketing research has focused on brand creation and management, less is known about the creation of sport brands. This paper complements the stakeholder model of branding and brand creation, which highlights the role of a firm's stakeholders in the analysis of brands, by including country-specific factors based on location and Country-of-Origin (CoO). Using a sample of innovative New Zealand-based firms, our qualitative study uses a comparative case method in two subsector settings to investigate how they have built outdoor sport brands based on that country's particular country-specific factors. We show how firms are able to leverage New Zealand's strong sport product category-country associations to create brand value. Our findings confirm that CoO image together with sport product category-country associations enables the creation of brands in sport product categories. Our paper contributes to theory and practice by extending understanding of brand creation by demonstrating the importance of location and product category. Further research directions are suggested.     

耐克品牌形象的国际传播机 制简

探索耐克品牌形象的市场营销机制和国际传播机制,研究认为,耐克品牌要想转变为市场导向型公司,必须依靠大量的广告投放.耐克品牌形象的营销机制集中反映在耐克城市形象的风格设计上.耐克公司历史上的种种变革,为耐克公司打开了一个进入国际市场深处的入口.     

The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity

This research examined how familiarity with a brand influences how negative publicity related to a celebrity endorser is perceived. Specifically, the current research determined if familiarity with event and sponsor brands may temper any negative consequences of being linked with negative celebrity endorser publicity. Two studies were conducted to investigate this aim. Study 1 (n = 136) used unfamiliar brands and indicated attitudes towards the selected sponsor and the event brands were significantly reduced after negative publicity surrounding an associated celebrity endorser emerged. In contrast, individuals not exposed to negative publicity did not report reduced attitude scores. Study 2 (n = 272) used unfamiliar and familiar brands and found that negative publicity surrounding celebrity endorsers has the capacity to weaken attitudes towards associated event and sponsor brands. However, any negative impact was tempered by an individual's familiarity with the respective brand, indicating brand familiarity has a moderating effect on brand attitudes within the sports marketplace. This research furthers understandings related to sport sponsorship theory by assessing the role of brand familiarity in tempering information transference. Additionally, the paper provides insights to the events category which has not been researched previously. Brand managers can use this information to develop proactive and reactive strategies to employ to protect their brands when celebrity endorsers attract negative publicity.     

Acceptance,motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies

National governing bodies (NGB) of sport are not-for-profit organisations that typically receive less mainstream media coverage and have much smaller marketing budgets than mainstream professional sports. Therefore, they must seek alternative methods from mainstream media and traditional marketing in order to increase brand awareness and reach fans and stakeholders. While all sport organisations stand poised to benefit from social media, NGBs seem to be a segment of the sport industry uniquely positioned to capitalise on social media's benefits. Because there is currently no known literature on NGBs’ use of social media, this study examined the role that social media plays within NGBs in the United States including employees’ acceptance of social media, motivations to use social media, and the organisation's current usage of social media. An online survey was distributed to NGB employees in the spring of 2012, and results revealed that contrary to studies on other sport organisations, NGB employees reported high levels of acceptance and motivation to use social media regardless of demographic factors. Additionally, NGBs seemed to use social media as a communications tool to a greater degree than as a marketing tool. Implications for international and niche sport organisations are presented in the conclusion.     

The delicate art of rebranding a minor league baseball franchise: Practices,pitfalls, and payoffs of rebranding the Winston-Salem Warthogs

This case study deals with the transformative rebranding of the Winston-Salem Warthogs, a Class High-A minor league baseball franchise and affiliate of Major League Baseball's Chicago White Sox, as the Winston-Salem Dash. It was written and designed to be multi-faceted for instructors to use in various sport management courses, such as sport marketing, organizational behavior, human resource management, ticket and sponsorship sales, and public relations. There are three primary aims of the study. The first aim is to challenge students to critically assess the practices of external rebranding (with implications relative to consumer attitudes and brand equity) and internal rebranding (with workplace outcomes that favor employees and uphold brand values). The second aim is to make students consider the potential pitfalls of rebranding with regard to crisis and contingency planning and public relations. The third aim is to highlight the potential payoffs of rebranding when managers of sport organizations are willing to consider changes in views regarding the spirit and culture of the work environment (internal brand) and the overall quality and characteristics of brand marks (external brand). As a core feature of this real-world case study, interviews with stakeholders and personnel of the franchise give a glimpse at some real scenarios that students may face as they enter into the industry of team sport marketing.     

Branding athletes: Exploration and conceptualization of athlete brand image

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete's on-field characteristics, attractive external appearance, and off-field marketable attributes. This study contributes to the sport branding literature by providing the first comprehensive conceptual framework of athlete brand image and offering managerial implications for building and managing the brand image of individual athletes.     

‘Stuff from which legends are made’: Jack Trice Stadium and the politics of memory

This paper considers the politics involved in naming Iowa State University's football stadium after Jack Trice, the school's first African American athlete and its only athlete to die from injuries sustained in competition. This decision took place in the mid- to late-1990s, at nearly the same time administrators dedicated another site of memory on Iowa State's campus – Carrie Chapman Catt Hall. Catt, an esteemed alumna of the school, was an important lobbyist for women's rights in the early twentieth century who made several racist, classist and xenophobic remarks in her campaigns. By locating these two memorial efforts within the larger context of racialized relations in the US, this essay argues that the university memorialized Jack Trice in order to assert itself as a racially inclusive space during a moment that threatened to brand the institution deficient when it came to minority students and affairs.     

Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty

Marketers are charged with the responsibility of attracting consumers and encouraging loyalty for their brands. Double jeopardy, a marketing law observed across numerous product and service settings, contends that loyalty is largely influenced by a brand's market share. There have been suggestions that sport may be one of the few areas immune to such effects, providing researchers with an opportunity to test how sport brand loyalty may be impacted by market share. The current research capitalises on this opportunity by assessing the effects of market share on attitudinal loyalty reported by a sample of 794 Australian sport fans. ANOVA tests revealed that fans of high market share brands displayed higher levels of attitudinal loyalty towards their favourite teams in comparison to small market share team fans. Further tests revealed that differences existed in terms of the brand association perceptions held by high and small market share team fans, and how these contributed to predicting attitudinal loyalty. Consequently, sport marketers should be cognisant of double jeopardy effects when evaluating sport brands and formulating marketing strategies, though future research is needed to determine the full applicability of double jeopardy within the sport context.     

职业体育俱乐部市场化运作的品牌战略——以法国4大足球俱乐部为例

以法国4大足球俱乐部为研究对象,系统论述各自品牌战略设计和运作的具体策略与途径。论析树立强大而极具历史的品牌是体育俱乐部健康成长和商业化运作的重要前提,而实施品牌战略之前应考虑内外催化因素相结合的方式,以减少品牌建立过程中的不良影响。研究认为以法国足球联盟为代表的运营模式对俱乐部及其品牌发展潜力有着决定性作用。此外,打造与球迷共生的品牌还应考虑如何应对场上表现的影响。     

Cricket,Entertainment, Glamour Industry and Promotional Culture in India, 1913–2013

Cricket and entertainment in India have been inextricably connected deeper and wider than is acknowledged by commentators. They have successfully exploited one another's positive image to intensify their appeal, brand value and consumption potential. This article examines the significance of this convergence of cricket and entertainment within a historical framework, focusing principally on Bollywood's use of cricket as a strategy to maximise publicity. The history of cricket's appropriation for promotional campaigns provides an entry into the cultural modes of cricket's interaction with other forms of leisure, exploring the limits and excesses of promotion and dispelling myths of cricket's pre-eminence as a recent phenomenon. In the first two sections, the article analyses the appearance of cricketers in advertisement, promotional events, films and television serials. In the next two, it explores how entertainment personalities have used the medium of cricket for promoting themselves as leisure products. By examining the agency of cricket and entertainment as constitutively contributing to the ever morphing practices of this consumer culture, the article registers the entanglement between aesthetic and commercial imperatives in the capitalist/personal enterprise of publicity in modern India.     

Pacific Islands Rugby Alliance (PIRA): Rugby in ‘Our Sea of Islands’

Epeli Hau‘ofa's influential essays ‘Our Sea of Islands’ and ‘The Ocean in Us’ advocated the development of an Oceanic identity for the peoples of the Pacific. That cause, he argued, was consistent with geography, history and the need for coordinated responses to navigate a globalising world. It was also consistent with contemporary regional trends, as evidenced by the rise of cultural, intergovernmental and sporting connections. Though Hau‘ofa did not specifically mention rugby, his work raises important implications for understanding the sport's growing regional possibilities. The following paper analyses the Pacific Islands Rugby Alliance (PIRA) in the context outlined by Hau‘ofa. Founded in 2002, PIRA represented a coordinated response by the Fiji, Tonga and Samoa Rugby Unions to the rise of global professional rugby. PIRA's ‘Pacific Islanders’ team undertook tours to the Southern and Northern Hemispheres in 2004, 2006 and 2008 before the organisation's demise in 2009. The article focuses on the following questions: How did PIRA emerge as a regional response to global professional rugby? What were PIRA's goals and what challenges did it confront? How did PIRA incorporate three nations into a new Pacific Islanders ‘brand’? To what extent did PIRA embody the kind of regionalism espoused by Hau‘ofa?     

杭州富阳运动休闲产业品牌发展的实证研究

杭州富阳运动休闲产业已初具规模,通过调查分析表明:运动休闲产品制造企业规模以小型为主,民营资本占主导地位;产品种类齐全,运动休闲健身器材、运动休闲服装优势明显;开业时间主要集中在90年代;产业集群现象明显。名牌总数少,中高端品牌缺乏。在品牌战略上应选择区域发展战略、梯度品牌战略、品牌文化创新战略。     

The Validity of the Sit-and-Reach Test and the Modified Sit-and-Reach Test in Middle-Aged to Older Men and Women

Abstract

A growing concern for the establishment of a national system of education was clearly evident in France during the last decades of the eighteenth century. Physical education was afforded an important role in the educational projections of the period. Beginning with La Chalotais' Essai d'éducation nationale (1763) authors began to express more and more support for the inclusion of a comprehensive program of physical education. Gabriel Coyer's De l'éducation publique (1770), Louis Philipon de la Madelaine's Vues patriotiques sur l'education du peuple (1783) and De l'éducation des collèges (1784), and Jean Ver dier's Maison d'éducation physique et morale (1772) and Cours d'éducation à l'usage des eleves (1777) all contributed significantly to the concept that physical education must constitute an important and integral part of any comprehensive and viable plan for national education. Among the most important deliberations of the various French revolutionary assemblies between 1789 and 1795 were those dealing with education as a concern of the state. Legislators tried valiantly to establish a sound national plan for education. The educational reports and projects presented to the various revolutionary assemblies by Talleyrand, Condorcet, Lepelitier, Lakanal, Romme, and Daunou are usually considered by educational historians to be the most significant. Each of these specified that due attention must be devoted to physical education for children and youth. The proposals, the decrees and the debates which they precipitated did much to attract attention to the importance of the subject. It seems most likely that the period from 1763 to 1795 in France witnessed the establishment of a precedent in modem times for the concept of state concern and support for physical education.     

武术国际化传播的内容研究

武术的国际化传播必须注重武术内容的整体传播．通过本文的研究认为：武术国际化传播过程中忽略了中国传统文化的传播、武术纷繁复杂的内容．体系影响了武术的国际化传播、武术国际化传播过程中没有进行“品牌传播”．并根据以上问题提出了相应的对策,以促进武术旱日实现国际化进程。     

我国体育用品产业集群的区域品牌建设研究

辨析产业集群与区域品牌的关系,对我国体育用品产业集群的总体现状作出分析,从中筛选出8个典型的产业集群进行区域品牌的重点研究.结果表明,产业集群的区域品牌经历了区域产品、区域认知、区域美誉和区域文化4个阶段;区域品牌存在市场集中度低、知名品牌缺乏、品牌经营费用投入增速缓慢、产品官传方式单一、品牌创新能力薄弱等问题.因此,在区域品牌建设路径上,首先应当全力打造龙头企业,大力实施名牌战略,不断加快体育产业园区建设,最终打造区域联动下的共同区域性品牌.