Advertising and Promotion- an integrated
marketing communications approach
Chris Hackley
2nd Edition
Page 146
Brand Communities
"The UK soccer club Manchester united, for
example is marketed as a brand and has the largest supporter base of any soccer
club in the world. These supporters, united in their lover for football and
enthusiasm for Manchester United, are hugely diverse in terms of their
nationality, age, sex, income, occupation and social class. But for many of
these people Manchester United is more than a consumption opportunity – it has an
obsession. They spend large amounts of money on team shirts, scarves and
countless other items carrying the club crest, they invest in satellite TV to
watch the matches and pay fees to join supporters clubs to receive exclusive benefits.
Their united by a shared love of a brand."
Looking at a brand from another market- Football fans buy endless amounts of merchandise to support teams (the brand) rather then spending a large amount on a season ticket something they may not be able to afford. But consumer who love MINI may not be able to afford to buy the car either but are the lifestyle products appealing enough to buy into like the football fans do?
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