A Study of Club Brand Management in Anglo-Welsh Rugby Union
University of Wales
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This exploratory study looks at how professional Rugby Union clubs in England and Wales brand themselves and what methods they implement to be successful. Four clubs were investigated, two Welsh sides from the Magners League and two English from the Guinness Premiership. Brand values, target markets and brand measurement were all explored whilst brand improvement processes are identified. Parallels are drawn from European Football and American sports, such as Baseball and American Football, while differences are highlighted. The study finds that Anglo-Welsh Rugby Union team brands are relatively unsophisticated compared to their Football rivals whilst finding some clubs trying to bridge this gap whereas some believe athletic success is more important. The clubs were put onto a traditional to aspirational continuum with respect to their brands and the results show that on pitch success does not necessarily guarantee a strong brand. Recommendations are provided to enhance the depth of understanding from the research with the possibility of increasing the sample size.
BA Enterprise Project
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