Development of a Brand Extension Decision-Making Model for Professional Sport Teams

Abstract

The introduction and management of brand extensions continues to represent a popular strategy for professional sport teams as they provide an additional touch point between the fans and the team, and have the ability to have a positive impact on revenue. While the introduction of extensions could lead to positive results for teams, if they fail they could potentially damage overall team brand equity. As such, it is important for sport managers to have a process that fills in the gaps from conceptualization to launch to ensure brand extension success and limit potential dilution to team brand equity. Utilizing previous theoretical and applied research on brand extensions the Team Brand Extension Decision- Making Model (TBEDMM) is proposed.

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