Chapter

Recreating a £1.6bn Brand through Sponsored Motor Racing 1986–1990

January 2001

DOI:10.1057/9780230508224_10

In book: Sports Sponsorship and Brand Development (pp.126-139)

Authors:

As Jaguar slowly gained confidence in TWR’s ability to deliver the racing results, and in their ability to build and market a more appealing product, the Company became more ambitious again, both on the circuit and in the showroom. Having achieved their European objectives with the XJS, and shown that they could beat BMW in the Bavarian company’s favourite touring car playground, wider and more ambitious plans were laid. The company’s main objective was international sports car racing, and with it, a chance to expand their promotional presence in the largest market of all, for Jaguar and most other prestige brands, the United States of America and in excess of 40 m potential customers.

ResearchGate has not been able to resolve any citations for this publication.

ResearchGate has not been able to resolve any references for this publication.

Article

Full-text available

"Babes" & Boards: Opportunities in New Millennium Sport?

August 2005 · Journal of Sport and Social Issues

Robert E. Rinehart

The proliferation of action or extreme sports in recent years leads to a reassessment of fundamental, foundational questions regarding the nature of sport. One such question is Does the much-vaunted alternative ethos of action sports lead to a concomitant paradigm shift in fundamental attitudes toward race, class, or gender differences within these new sport forms? In this article, the focus is ... [Show full abstract] on advertising in slick, national skating magazines and more particularly on the gendered nature of advertising and how it reflects and promotes gender segmentation in markets. In examining such print advertising, several metathemes emerge: There are images that (a) reify the naturalized maleness of North American sport;(b) objectify girls and woman as a naturalized position; (c) objectify girls and woman in sexualized manners, so that they create misogynist views in their audiences; and (d) attempt to set up the brand advertisers as outlaws, as oppositional to mainstream sport culture.

Article

A Detour Through `Nascar Nation'Ethnographic Articulations of a Neoliberal Sporting Spectacle

September 2007 · International Review for the Sociology of Sport

Joshua Newman

This study offers an ethnographically informed critical interrogation of the spaces and spectacles of `NASCAR Nation'. Informed by a series of open-ended interviews with fans and administrators at NASCAR races, hundreds of hours of participant observation and spatial analysis at these events, and examination of various mediations of NASCAR driver-celebrity, spectacle, and fandom, this project ... [Show full abstract] illuminates the processes by which citizenship and entitlement in `NASCAR Nation' are both constructed and contested. The article also investigates the ways in which NASCAR — often referred to as America's `fastest growing sport' — has played a significant role in articulating the hegemonic structures of consumer capitalist neoliberalism and the current regime's brand of faith-based, militarized neoconservativism to the identity politics of stock car racing fandom.

Chapter

Lessons from the Campaigns: The Successful Branding Process

January 2001

These are two campaigns that were, and are, rooted in the fundamental marketing philosophy that Brand Development can be effectively and efficiently achieved, at least for an automotive brand, through the utilization of motorsport. However, the two campaigns were fundamentally different in their detailed objectives and in the manner in which they were established and managed. The Jaguar programme ... [Show full abstract] that we have examined had extensive historical roots that go back to the early days of the company’s history and continued sporadically, through the rather darker years of commercial disaster under the control of British Leyland and into the present Ford ownership, the latter company taking Jaguar into Formula 1 for the first time in its history. Although the Jaguar brand managed to retain some elements of a sporting legend in the 1970s and early 1980s, poor build quality and unreliability, that was the antithesis of the original brand essence, had severely tarnished the company’s products by the 1990s. Alternatively, the campaign undertaken by Fuji Heavy Industries’ car manufacturer Subaru was based upon a very much more restricted and, as far as their main target markets were concerned, almost complete absence of a sporting history, but the product was the essence of the brand.

Chapter

Mercedes-AMG GTR: Aerodynamics for the Record

September 2018

Gustavo Estrada

Mercedes-AMG continues to grow. The sports car and performance brand of Mercedes-Benz expanded the top end of its product range with the introduction of the new Mercedes-AMG GT R. Never before has Mercedes-AMG packed so much motorsport technology into a production vehicle than it has in the new AMG GT R. The challenge for the aerodynamic engineers was the development of a unique car with special ... [Show full abstract] requirements: distinctive proportions, clean coupe design, front-mid-twin-turbo V-8 engine rated at 430 kW/585 hp, singular package, light weight, transaxle, extreme cooling requirements and above all, the goal of being the fastest of its class on the world’s most demanding racetrack. The result is an intelligent, distinctive and innovative combination of aerodynamic features that fits the complex requirements of this vehicle. The interaction of the active aerodynamic features provides the right aerodynamic performance for each driving situation. This allows the combination of driving dynamics of a Mercedes-AMG GT3 race car with the everyday practicality of the Mercedes-AMG GT, assuring race circuit performance and low fuel consumption. The result is a lap time of 7:11 min (Journal Sport Auto 1/2017) at the Nordschleife. Benchmark.

Article

Country of ownership change in the premium segment: consequences for brand image

November 2018 · Journal of Product & Brand Management

Purpose This paper aims to explore how the ownership transfer from a highly industrialised country to less industrialised countries influences consumers’ brand perceptions. Design/methodology/approach Three acquisition cases of premium car brands (Jaguar, Land Rover and Volvo) are investigated using qualitative data from online brand communities. Findings When country of ownership (COOW) for ... [Show full abstract] brands changes, it leads to different effects on consumers’ brand perception. Consumers are disoriented as to which cue to apply when evaluating the brand. They also see that brand values, and how these are communicated, are in conflict, as are sustainability images. Research limitations/implications This paper focuses on the perspective of brand community members in Europe and the USA and studies only the car industry and acquisitions by two countries (China and India) using data from the time of ownership transfers. The authors discuss theoretical implications and suggest further research to gain more insights and address limitations. Practical implications Following a transfer of ownership, communication campaigns are required for addressing the original brand’s heritage and promoting the new brand owner’s image. Managers need to take advantage of loyal brand fans by turning them into brand ambassadors, spreading information to convince consumers that are more sceptical. Originality/value This study fills the knowledge gap regarding change of COOW to developing countries as new owners, and its consequences for consumer perception. The authors also introduce an innovative type of data collection through brand communities, which is less commonly used in international marketing research.

Chapter

The Rejuvenation of Volvo

January 2003

Mark Fields

Ford Motor Company’s Premier Automotive Group (PAG) is a unique setup in the car industry. Four small but global brands — Aston Martin, Jaguar, Land Rover and Volvo — clearly positioned in the premium segments of the market. Four businesses that individually would struggle to survive in the modern automotive world, but by working together within the Ford Motor Company are able to generate the ... [Show full abstract] economies of scale to compete against the might of their one million unit competitors. In turn, by using four brands to sell 700,000 cars, instead of just one, we have a level of distinctiveness in the marketplace that is a real competitive advantage in a world where increasingly brand strength, brand purity and customer loyalty rule.

Article

The Impact of Sports Sponsorship on Consumers' Brand Attitudes and Recall: The Case of NASCAR Fans

September 2001 · Journal of Current Issues and Research in Advertising

A television clip of a NASCAR race, complete with commercials, was used to assess the impact of brand sponsorship on consumer attitude and recall. Attitudes towards the brands that appeared as logos on cars were higher for those who watched the video than for those who did not, but only for subjects scoring high in involvement. When equated for total time of exposure, recall was higher for brands ... [Show full abstract] exposed through logos than for brands exposed through traditional ads. However, the most effective strategy seems to be one in which traditional advertising is combined with sponsorship.

Article

Full-text available

Exploring Brand Positioning in a Sponsorship Context: A Correspondence Analysis of the Dew Action Sp...

November 2008 · Journal of Sport Management

In this study, we used correspondence analysis (Greenacre, 1984; Hoffman & Franke, 1986) to examine connections between the title sponsor, brand competitors, and consumer targets exposed to a sponsorship. Demographic characteristics and self-reported use of 20 soft drink brands were collected from 1,138 attendees of four of the five inaugural events of the Dew Action Sports Tour. The analyses ... [Show full abstract] consisted of decomposing the cross-tabulated data into latent dimensions and graphically portraying brands and consumer targets in joint preference maps. Results revealed that consumers differentiated the 20 soft drink brands based on two latent dimensions: energy/diet and convenience. Furthermore, based on proximity of the target market to the title sponsor in the maps, it appears that Mountain Dew has been relatively effective in positioning the brand for key target markets in only one of the four cities examined. Theoretical and managerial implications of the findings are discussed.

Article

Racing Girl Uniforms of Domestic and Foreign Automobile Brands at the Motor Shows

June 2018 · Journal of the Korean Society of Clothing and Textiles

This study analyzed the expressions of racing girl uniforms that promote automobile brands shown at Seoul and Busan motor shows. The results are as follows. In each of the design components expression, the glossy and plain material, the achromatic color, and the dress style appeared most frequently in the uniform design of both domestic and foreign automobile brands. In the fashion image ... [Show full abstract] expression, sexy image appeared the most, followed by modern image, romantic image, active image, elegance image and ethnic image. Based on the analysis results, the following expressive characteristics were identified: First, sexy images were used in uniform design to express the streamline and speedy feeling of a car metaphorically. Second, modern image, glossy material, and achromatic color were used for a uniform design to express advanced technology and the future orientation of an automobile. Third, fashion images that match the automobile type emphasized the brand image of the car. Fourth, some of the manufacturers that prevailed in the automobile market promoted several automobile brands exhibited with a unified uniform design that expressed the design philosophy and concept. As such, the motor show racing girl uniform contributed to promoting automobile brand identity and the automobile industry.

Conference Paper

Full-text available

Player performance and in game advertising retention

November 2011

In game advertising or IGA is an increasingly common means of promoting brands and products. This study seeks to understand the effectiveness of in game advertising by understanding player retention of brand messages. The researchers created a controlled environment and 3D car racing game, embedding in game advertising and measuring player performance and advertising retention. The study produces ... [Show full abstract] a highly detailed view of the relationship of brand retention, player ability, and engagement.

Article

Full-text available

Sports Celebrity Influence On The Behavioral Intentions Of Generation Y

March 2004 · Journal of Advertising Research

Teenagers currently spend an estimated $153 billion a year on everything from computers to cars to clothes (Brand, 2000). Trend conscious teens are very active in utilizing the media and advertising in seeking out the latest products, services, and fashions (Zollo, 1995). A greater understanding of teens role model influences can help organizations and their advertising agencies more effectively ... [Show full abstract] target and communicate to this growing market. In this study, we examine the effect of athlete role models on teenagers purchase intentions and behaviors. Results from a survey of 218 adolescents are discussed with implications and future research directions for advertising and sports marketing researchers.

Article

Full-text available

Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands

December 2016 · South African Journal of Business Management

This study explores consumers’ decision-making in terms of intention to switch to foreign brands from domestic brands when purchasing cell phones and sports shoes. A survey of 584 undergraduates in Guangdong, China, shows that domestic brands retain their low quality-conscious, low fashion-and-recreational-conscious and low price-conscious customers and attract low brand-conscious and high ... [Show full abstract] choice-confused buyers from foreign brands. Foreign brands typically retain their consumers who are highly conscious of fashion and recreation and keep and draw customers with low choice confusion. High-price-conscious consumers and those who are highly brand-confused will assess foreign and domestic brands when searching for bargains. Regarding managerial implications, local brands should offer products of high quality at low prices and constantly invest in R&D; foreign brands may expand their customer bases and build interactive brand channels; all companies can retain brand-confused customers with preferential packages and design their marketing strategies based on decision-making styles of their target consumers.

Last Updated: 21 Nov 2024