Is There More To Merchandise Than Making Money

Alexander Falck

ISBN 10: 3838390083 / ISBN 13: 9783838390086

Published by LAP LAMBERT Academic Publishing Jul 2010, 2010

About this Item

Neuware -Merchandise is one part of the product that a football club offers. Kapferer''s (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers'' perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject. The purpose was to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club''s total turnover and the merchandise turnover contribution from each attending supporter. We found that the Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn''t be seen in this thesis.Books on Demand GmbH, Überseering 33, 22297 Hamburg 72 pp. Englisch.

Seller Inventory # 9783838390086

Bibliographic Details

• Title: Is There More To Merchandise Than Making Money
• Publisher: LAP LAMBERT Academic Publishing Jul 2010
• Publication Date: 2010
• Language: English
• ISBN 10: 3838390083
• ISBN 13: 9783838390086
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 5D millimeters 220 millimeters width by 150 millimeters height by 5 millimeters depth
• Weight: 125 grams

About this title

Synopsis

Merchandise is one part of the product that a football club offers. Kapferer's (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers' perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject. The purpose was to identify what differences and similarities Scandinavian football clubs have in their development of fan merchandise and presenting successful methods to build Brand Equity, in terms of the percental contribution to the club's total turnover and the merchandise turnover contribution from each attending supporter. We found that the Brand Equity component that the clubs are trying to affect the most through merchandise is brand association. Perceived quality and brand awareness are secondary focuses for the clubs to affect while brand loyalty couldn't be seen in this thesis.

About the Author

Mr. Falck studied for two years on the economics program in Växjö before deciding to major in marketing. When he returned from a semester in Italy he and Mr. Bergqvist, who had studied on the marketing program for three and a half years with one semester abroad in the US decided to write this International Marketing Strategy thesis together.