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- Title
How strong is my sports brand? The case of the Montréal Canadiens Hockey Club.
- Authors
Richelieu, André; Pons, Frank
- Abstract
Nowadays, branding has emerged as a strategic leverage for organisations in different industries faced with competitive markets, with sport being no exception. This paper focuses on the Montréal Canadiens’ brand by analysing what makes its identity and strength (the team’s management perspective) and its perceived image (the fans’ perspective). By combining these two visions, a sports team could not only secure long-term viability in the market, but also possess a prerequisite towards leveraging its brand through different contexts and better selling its consistent identity to sponsors.
- Publication
Journal of Sponsorship, 2011, Vol 4, Issue 4, p353
- ISSN
1754-1360
- Publication type
Article