SMP (0855) 659 - Analysis of Sport Branding Strategies

Credits: 3.00

Students develop understanding of the importance of brand equity as well as how to build, measure and manage brand equity within sport management. Topics will include understanding brands from the customer’s perspective, building brand equity, measuring brand equity, leveraging brand equity, managing brand portfolios and long-term sport brand management.

Prerequisite 1: SMP 632 SMP 633 SMP 660
Course Learning Goals: Upon completion of this course students will be able to:

1. Understand relevant theories and models of branding to make better business decisions.

2. Comprehend how branding influences consumer behavior.

3. Identify how organizations build brand equity.

4. Determine how to measure brand equity.

5. Comprehend how to build brand equity over time.

6. Understand how brands fit together as a brand portfolio.

7. Ascertain how to leverage brand equity.

8. Analyze sport organizations long-term brand management practices