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Toronto Maple Leafs vs Football Club Barcelona: how two legendary sports teams built their brand equity

93 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sports, Gender, and Society

Abstract

This paper looks at how two sports teams, hockey club the Toronto Maple Leafs and Football Club Barcelona, have each built and leveraged their brand equity. The main differences between the two clubs lie in how they position their brands. For TML, the affective and experiential sides of the product are emphasised to make the brand grow; for Barcelona, the cognitive and affective dimensions of the product are prioritised to nurture the brand. Differences between hockey and soccer also contribute to branding discrepancies in terms of exposure and global influences.

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References

2011Case study research: design and methods 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1981Qualitative Evaluation Methods 2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 2003Brand Synthesis: The Multidimensionality of Brand Knowledge 1995How Consumers Consume: A Typology of Consumption Practices

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