Global success in sport: the effective marketing and branding of the UEFA Champions League

Abstract

The history and heritage of some brands is such that an accumulation of brand equity occurs whereby stocks of images, symbols, logos and icons are built up. The role of brand managers in these cases is to release this equity in an attempt to both realise the value of brand equity and provide a foundation for future development of brand equity. Using a case from global sport, this study analyses the branding of a property and how this drew from a number of equity enhancing features, as well as capitalising upon changes in marketing and the marketplace.

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