Sports Sponsorship and Brand Development: The Subaru and Jaguar Stories

by M. Beck-Burridge, J. Walton

Overview

Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

Product Details

ISBN-13:	9780333925409
Publisher:	Palgrave Macmillan UK
Publication date:	11/07/2001
Edition description:	2001
Pages:	196
Product dimensions:	6.10(w) x 9.25(h) x 0.03(d)

About the Author

MARTIN BECK-BURRIDGE is Director of Automotive Studies and Senior lecturer in International Business at Henley Management College. He is author with Jeremy Walton of Britain's Winning Formula published by Macmillan.

JEREMY WALTON has written twenty-eight books and is a freelance motoring journalist. He won the 1998 and 2000 American IAMC international awards for his work published in the USA.

Table of Contents

PART ONE: THE BACKGROUND Introduction Sport, Sponsorship and Marketing PART TWO: THE STORY OF TWO COMPANIES The Problem, Fuji Heavy Industries and Subaru in the 1980's Prodrive and Fuji Heavy Industries: the Development of the Relationship The Sales and Marketing Results Portrait of the Partner Jaguar, Jaguarsport and Le Mans Racing and XJS and Raising Profile with TWR The Marketing Concept The Campaign and Sales and Marketing Results The Billion Dollar Road to Ford and Grand Prix PART THREE: CONCLUSIONS Lessons from the Cases

Editorial Reviews

Beck-Burridge (international business, Henley Management College, UK) and freelance automotive journalist Walton examine the marketing campaigns conducted by Subaru and Jaguar. The authors find that both brands were successfully "developed" through the utilization of auto racing, although they had fundamentally different histories and objectives. The authors focus on planning and preparation, sports partnership selection, the creation of brand differentiation, implementation of the campaigns, and marketing results. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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