The Success of Fifa World Cup
The Success of FIFA World Cup:
Branding Module and Marketing Strategy
I. Introduction
II. Main body A. The application of Brand Resonance Model in FIFA World Cup 1. Step one: Brand Salience 2. Step two: Brand Performance and Imagery 3. Step three: Brand Judgments and Feelings 4. Step four: Brand Resonance B. Analyzing FIFA World Cup market opportunities 1. Strength of FIFA World Cup 2. Weakness of FIFA World Cup 3. Opportunities of FIFA World Cup 4. Threaten of FIFA World Cup C. The strategy which FIFA World Cup implements among competitive markets D. Marketing Effectiveness 1. Positive impacts 2. Negative impacts
III. Conclusion
IV. References
I. Introduction The FIFA World Cup is one of the biggest international sporting event, and organizer of it is taking turns from 208 Member Associations of FIFA every four years (FIFA.com, a). Football had transformed into an official tournament after the 1908 Summer Olympics in London, and the rate of FIFA audiences have grown up sharply since then. According to statistics, it already has approximately 715.1 million audience watched the final match of the 2006 FIFA World Cup held in Germany (FIFA.com, a).
This study investigates the marketing approaches of FIFA World Cup, and also aims to explore key factors that how FIFA promotes the brand successfully. In addition, the consequence of rising participation rate has caused the thriving industries relative to football, but also generated some disadvantages inversely. Besides learning how to build up a strong brand, it is also essential to be able to tackle the problems it brings.
II. Body A. The application of Brand Resonance Model in FIFA World Cup Building a strong brand is a sequential series of step, from creating brand awareness to establishing brand bonding and loyalty (Keller, 2001). This model takes brand building as series progressions, which frames alike a
Branding Module and Marketing Strategy
I. Introduction
II. Main body A. The application of Brand Resonance Model in FIFA World Cup 1. Step one: Brand Salience 2. Step two: Brand Performance and Imagery 3. Step three: Brand Judgments and Feelings 4. Step four: Brand Resonance B. Analyzing FIFA World Cup market opportunities 1. Strength of FIFA World Cup 2. Weakness of FIFA World Cup 3. Opportunities of FIFA World Cup 4. Threaten of FIFA World Cup C. The strategy which FIFA World Cup implements among competitive markets D. Marketing Effectiveness 1. Positive impacts 2. Negative impacts
III. Conclusion
IV. References
I. Introduction The FIFA World Cup is one of the biggest international sporting event, and organizer of it is taking turns from 208 Member Associations of FIFA every four years (FIFA.com, a). Football had transformed into an official tournament after the 1908 Summer Olympics in London, and the rate of FIFA audiences have grown up sharply since then. According to statistics, it already has approximately 715.1 million audience watched the final match of the 2006 FIFA World Cup held in Germany (FIFA.com, a).
This study investigates the marketing approaches of FIFA World Cup, and also aims to explore key factors that how FIFA promotes the brand successfully. In addition, the consequence of rising participation rate has caused the thriving industries relative to football, but also generated some disadvantages inversely. Besides learning how to build up a strong brand, it is also essential to be able to tackle the problems it brings.
II. Body A. The application of Brand Resonance Model in FIFA World Cup Building a strong brand is a sequential series of step, from creating brand awareness to establishing brand bonding and loyalty (Keller, 2001). This model takes brand building as series progressions, which frames alike a
References: Source: Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2. Step two: Brand Performance and Imagery To earn customer attentions, it is necessary to develop a positive imagery and features, regardless of whether the product is a tangible good, service, organization, or person (Keller, 2001) B. Analyzing FIFA World Cup market opportunities Breaking the boundary into market is one essential step for business, for the attempt to dominate others, marketing activities should be integrated to reinforce brand equity (Keller, 2009)