Branded : branding in sport business / edited by Jason W. Lee.

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"Branded: Brandingin Sport Business examines significant brands associated with sport. The brands profiled in this work identify successful practices (and sometimes failures) that have been utilized by sport business to cultivate brand equity. The concept of branding is important and has generated g...

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Bibliographic Details
Other Authors: Lee, Jason W.
Language:English
Published: Durham, N.C. : Carolina Academic Press, [2010], ©2010.
Subjects:
Sports > United States > Marketing.
Sports > Economic aspects > United States.
Branding (Marketing) > United States.
Advertising > Social aspects > United States.
Physical Description:xi, 341 pages, 16 unnumbered pages of plates : color illustrations, color map ; 23 cm
Format: Book
Contents:
  • Introduction to branding / Kimberly S. Miloch
  • Akadema: innovation and the diamond / Jason W. Lee
  • Heelys: these shoes are on a roll / Jason W. Lee
  • Life is good: it's all about living the good life / Jason W. Lee
  • Mossy oak: it's not a passion, it's an obsession / Eric Forsyth
  • Roots: branding to the world, one beret at a time / Patrick Kraft
  • Under armour: protect this brand! / Patrick Kraft, Jason W. Lee, Fritz G. Polite
  • The Harlem Globetrotters: a truly global brand / Steven N. Waller, Fritz G. Polite
  • Montgomery biscuits: rising to the top of minor league brands / Jason W. Lee
  • The National Hot Rod Association: a brand on the fast track to success / Andrea N. Eagleman
  • Professional Bowlers Association: revamped and ready to go / Dan Drane
  • The rebranding of a franchise: the Tampa Bay Buccaneers / Fritz G. Polite, Steven N. Waller
  • World baseball classic: Major League Baseball attempts to build its brand internationally / Mark S. Nagel, Matthew T. Brown
  • FedEx: access to the world / Kimberly S. Miloch
  • Home Depot: it's time to... / Kimberly S. Miloch
  • Coca-cola: demand the genuine / Kimberly S. Miloch
  • Mountain Dew: taking soft drinks to the extreme / Jason W. Lee
  • Red Bull New York: to build or not to build off of the parent company's image? / Greg Letter, Brian Rothschild
  • Madden NFL: bringing the league to the consumer / Galen Clavio
  • Nintendo Wii: revolutionizing the video game industry / Galen Clavio
  • Mitchell & Ness: the evolution of the premier retro sports apparel provider / Coyte G. Cooper
  • Steiner sports: the best in authentic memorabilia / Raymond G. Schneider
  • Topps: from penny gum to priceless trading cards / Raymond G. Schneider
  • David Beckham: soccer's global brand / John Vincent, John S. Hill, Jason W. Lee
  • Deion Sanders: the evolution of "Prime time" / Mark S. Nagel, Richard W. Southall
  • Maria Sharapova: the WTA's "it girl" / John Vincent, John S. Hill
  • Tiger Woods: the first billion-dollar athlete / Pamela C. Laucella
  • Bass pro shops: the great outdoors...pass it on / Jason W. Lee, Eric Forsyth, Emily Bruce
  • The skinny on Curves for women / Jennifer J. Kane
  • Down, but not out: World Wrestling Entertainment's Dance with death / Jason W. Lee, Matthew J. Bernthal
  • Grappling with questions: marketing the WWE brand to youth / Matthew J. Bernthal, Jason W. Lee
  • USSTC and smokeless tobacco sponsorship in sport: a good idea or just blowing smoke? / Jason W. Lee
  • The WUSA: why did women's professional soccer fail in the United States? / Richard M. Southall, Mark S. Nagel.