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USING ATHLETE ENDORSEMENT IN BRAND POSITIONING – An insight from multinational sports goods companies

Koskinen, Antti (2013-05-07)

dc.contributorTurun yliopiston kauppakorkeakoulu, Kansainvälinen liiketoiminta, International business-
dc.contributor.authorKoskinen, Antti
dc.date.accessioned2013-08-02T07:26:45Z
dc.date.available2013-08-02T07:26:45Z
dc.date.issued2013-05-07
dc.identifier.urihttp://www.utupub.fi/handle/10024/91524
dc.description.abstractIt has become a popular method in marketing campaigns to use well-known and admired personalities to promote products. A famous person can draw attention to the brand and change consumers’ perceptions of the brand. The research problem of this study was to offer guidelines on how to use athlete endorsement effectively in brand positioning. This research tried to illustrate how athlete endorsement is a vital brand building factor. Athletes have been found to have special credibility, so this research concentrated on the sports goods industry. Furthermore, athlete endorsement has become a natural part of communicating a sports brand. Athletes highlight the performance of the brand to the consumers. The study was conducted as a qualitative research applying case study method. The two case companies selected for this study were Adidas and Puma. The main findings of the empirical research corresponded to the theoretical framework of the study. Brand positioning strategies in the sports goods industry often include athlete endorsement to some extent. Large multinational companies try to attract the best athletes to promote their brand. The key to successful brand positioning is to have a good product with the right personalities to promote it. However, large multinational companies may face difficulties in localizing their marketing efforts. As a result, global campaigns may not be lucrative everywhere. The role of an expert in an athlete’s sport has resulted in increasing credibility in promoting brands. Creating a superior product in consumers’ minds creates competitive advantage. A top athlete may be linked with superior equipment. After considering the goals of the positioning strategy, companies need to plan their brand awareness process, brand image and brand values. Then, athletes need to be selected based on their characteristics to meet the criteria. Sport sponsorship is a way to support the message delivered through athlete endorsement. Athlete endorsement and sport sponsorship complement the marketing communications mix of a brand. Additionally, companies raise brand awareness and communicate brand image through the athlete. Thus, athletes may earn more money through the sponsorship deals and even feature the advertisements after their professional career. Key words
dc.language.isoeng-
dc.titleUSING ATHLETE ENDORSEMENT IN BRAND POSITIONING – An insight from multinational sports goods companies-
dc.type.ontasotfi=Pro gradu -tutkielma|en=Master's thesis|
dc.description.notificationsiirretty Doriasta
dc.contributor.facultyfi=Turun kauppakorkeakoulu|en=Turku School of Economics|
dc.contributor.studysubjectfi=Kansainvälinen liiketoiminta|en=International Business|
dc.contributor.departmentfi=Markkinoinnin ja kansainvälisen liiketoiminnan laitos|en=Department of Marketing and International Business|
dc.format.contentabstractOnly


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