The paper "Principles of Marketing for Business - the Manchester United Brand Identity" is a perfect example of a marketing case study. Organisational branding and marketing has evolved and emerged as a common management principle over the last decade. In this regard, organisations, across all industries, both good and services industries seek to establish a unique and innovative brand as the key tool and driving factor in their marketing strategies. Nevertheless, although the branding process principles remain the same, different industries require unique approaches and strategies to develop their own brands as well as retain and position them and finally apply them as a marketing tool.
One such industry is the sports industry. Under this industry, the concept of sports marketing emerged as an alternative tool through which the respective industry stakeholders and football clubs could develop a brand reputation and consequently market it. However, challenges remain on managing a sports marketing initiative based on the development of a brand and consequently marketing it. This case study analysis report develops a critical evaluation of the Manchester United Football Club as a marketing brand.
In this regard, the report evaluates the values and features depicted by the band, as well as principle factors distinguishing a sports brand from other conventional brands. Moreover, the case study evaluates the key factors attracting investors to the Manchester United brand as well as the brand positioning approaches adopted by the organization. 2.0 The Manchester United Brand Identity In order to develop and establish a brand in the global market, Kotler, Armstrong, Wong (2008, p. 24) in an evaluation of best organizational marketing and brand development, stated that organisations need to establish a brand core principle.
In this regard, a brand principle identifies and illustrates the values, beliefs and issues that a brand stands for. In this case, the developed organizational brand identified with the underlying values and seeks to attract a consumer base willing to identify and propel the developed underlying values. Based on this theoretical evaluation, a case study focus on the Manchester United football club demonstrates that the organizational brand has a wide range of unique brand culture and principles that form its market identity. 2.1 Resilience Culture On one hand, the brand represents a culture of resilience and determination.
In this regard, a culture of resilience is one comprised of the virtues of patience, determination and no surrender. Therefore, consumers and fans in the sports market wishing to identify with a culture of determination regardless of the existing situation identify with the Manchester United football club identity. This brand identity and culture can be illustrated based on the club’ s lifespan. The club initiated in the early 1878 period has retained its presence in the British football industry, growing stronger and wider in the breadth over the years. As such, as Brassington and Pettitt (2007, p. 370) stated, this is a critical demonstration that the brand, unlike other sports clubs established around the time and even after that failed latter on, the Manchester United football club brand has sustained and overcome the frequent industry challenges.
Therefore, it is indeed a demonstration and illustration of a brand resilience and determination to retain its market presence and growth both in the UK and beyond regardless of existing short term and internal industry challenges.
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