Branded : branding in sport business / edited by Jason W. Lee.
Lee, Jason W.
2010
GV716 .B75 2010 (Mapit)
Available at General Collection

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Title Branded : branding in sport business / edited by Jason W. Lee.
ISBN 9781594605062 (pbk. : alk. paper)
1594605068 (pbk. : alk. paper)
Imprint Durham, N.C. : Carolina Academic Press, c2010.
Language English
Description xi, 341 p., [16] p. of plates : col. ill., col. map ; 23 cm.
Call Number GV716 .B75 2010
Dewey Decimal Classification 796.0068/8
Summary "Branded: Branding in 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 great interest in academic and professional circles. Brands range from a collection of images that represent products to a variety of symbols associated with products, and their producers and consumers build associations with and affinities to these brands. By accumulating all of the information connected to the companies, people, places, goods, and services of the brands, this work will provide points for discussion and further examination of some of the most, and least, successful brands."--BOOK JACKET.
Bibliography, etc. Note Includes bibliographical references.
Added Author Lee, Jason W.
Record Appears in On-Campus Resources > Books
All Resources
1. Introduction to branding / Kimberly S. Miloch
Part I. Apparel and equipment
2. Akadema: innovation on the diamond / Jason W. Lee
3. Heelys: these shoes are on a roll / Jason W. Lee
4. Life is good: it's all about living the good life / Jason W. Lee
5. Mossy Oak: it's not a passion, it's an obsession / Eric Forsyth
6. Roots: branding to the world, one beret at a time / Patrick Kraft
7. Under Armour: protect this brand! / Patrick Kraft, Jason W. Lee, Fritz G. Polite
Part II. Sports properties, leagues, and events
8. The Harlem Globetrotters: a truly global brand / Steven N. Waller, Fritz G. Polite
9. Montgomery Biscuits: rising to the top of minor league brands / Jason W. Lee
10. The National Hot Rod Association: a brand on the fast track to success / Andrea N. Eagleman
11. Professional Bowlers Association: revamped and ready to go / Dan Drane
12. The rebranding of a franchise: the Tampa Bay Buccaneers / Fritz G. Polite, Steven N. Waller
13. World Baseball Classic: Major League Baseball attempts to build its brand internationally / Mark S. Nagel, Matthew T. Brown
Part III. Primarily non-sport entities that use sport to enhance brands
14. FedEx: access to the world / Kimberly S. Miloch
15. Home Depot: it's time to... / Kimberly S. Miloch
16. Coca-Cola: demand the genuine / Kimberly S. Miloch
17. McDonald's: I'm lovin' it / Kimberly S. Miloch
18. Mountain Dew: taking soft drinks to the extreme / Jason W. Lee
19. Red Bull New York: to build or not to build off of the parent company's image? / Greg Letter, Brian Rothschild
Part IV. Media, memorabilia, people, and places
20. Madden NFL: bringing the league to the consumer / Galen Clavio
21. Nintendo Wii: revolutionizing the video game industry / Galen Clavio
22. Mitchell & Ness: the evolution of the premier retro sports apparel provider / Coyte G. Cooper
23. Steiner Sports: the best in authentic memorabilia / Raymond G. Schneider
24. Topps: from penny gum to priceless trading cards / Raymond G. Schneider
25. David Beckham: soccer's global brand / John Vincent, John S. Hill, Jason W. Lee
26. Deion Sanders: the evolution of "Prime Time" / Mark S. Nagel, Richard M. Southall
27. Maria Sharapova: the WTA's "it girl" / John Vincent, John S. Hill
28. Tiger Woods: the first billion-dollar athlete / Pamela C. Laucella
29. Bass Pro Shops: the great outdoors... pass it on / Jason W. Lee, Eric Forsyth, Emily Bruce
30. The skinny on Curves for Women / Jennifer J. Kane
Part V. Controversies and failure
31. Down, but not out: World Wrestling Entertainment's dance with death / Jason W. Lee, Matthew J. Bernthal
32. Grappling with questions: marketing the WWE brand to youth / Matthew J. Bernthal, Jason W. Lee
33. USSTC and smokeless tobacco sponsorship in sport: a good idea or just blowing smoke? / Jason W. Lee
34. The WUSA: why did women's professional soccer fail in the United States? / Richard M. Southall, Mark S. Nagel.

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