Professor Aaron Smith - Brand Fans: Lessons from the World’s Greatest Sporting Brands
About this event
The world’s best sporting enterprises offer a unique lens for critically examining branding, value creation, and customer engagement. In fact, no other product in the world commands such lifelong loyalty despite unpredictable quality and variable success. Sport’s greatest enterprises set the benchmark for ‘passion’ branding because they ruthlessly pursue competitive advantage, relentlessly drive value, and insatiably prioritise consumer engagement. Combining the latest branding research with a diverse range of powerful case examples, this lecture will reveal the cutting-edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these practices, the lecture will explore and illuminate how firms can cultivate connected fans and lifelong advocates, while building brand equity in the process.
Contact and booking details
- Emily Anagnostopoulou
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