Fundamental Sport Marketing Firm Assessment: The Basic Core Brand Elements

As part of our progression in the class, it is important that you and your group take steps to ensure that you are applying branding concepts.  In addition to developing an initial firm presence, there is a process where you need to evaluate your efforts so you can position your brand effectively moving forward.  For you to do this, you need to be willing to receive feedback about your performance.  So, the brand assessment lab session is an important consider for all of the firms that have been established in the class.  So, without drawing this out, here are the cumulative rankings/ratings from the feedback that was collected from the lab.  The four categories are organized by mean values with lower scores being the firms that were rated the highest by class members.

Category #1: It’s All in the Name

All in the Name Graphic

Instructor Assessment: The results indicate that there was grouping with the top five firms in this category.  Given that these mean values ranged from 4.2 to 4.6, it means that these groups were highly competitive at the top end of the class.  When focusing on the individual responses, 212 Degrees differentiated a little here as they were rated as the top firm on three different occasions.

Category #2: Luster of the Logo

Luster of Logo

Instructor Assessment: The data showed that four firms differentiated themselves in the logo category.  While Ice Marketing was in the top spot, Di5h the Rock and 212 Degrees were close behind with three and four first place rankings respectively.  Sixth Woman was in fourth place with two first place rankings.

Category #3 The Magical Mission

Magical Mission

Instructor Assessment: Unlike the first two categories, Di5h the Rock was the clear top firm in the mission statement category.  They had the lowest mean value and received the #1 ranking on three different occasions.  PLAY was the second ranked firm ahead of five firms that made up the second tier in the course.

Category #4: The “Total Core Brand” Package

Total Package Graphic

Instructor Assessment: There were two firms with the strongest presence in the total package category.  Both Ice Sport Marketing and 212 Degrees had the lowest rankings with a mean value of 3.7.  However, 212 Degrees gets the slight nod here because they had the most #1 rankings (4 times v. 2 times for Ice).  Radar was actually highly competitive here as well and received the #1 ranking on three occasions.

Category #4: “Facebook Worth Following” Category

Facebook Follower Graphic

Instructor Assessment: From a rating standpoint, the top firm in this category was clear.  Ice Sport Marketing was rated nearly a point higher than the second group in terms of mean average.  Di5h the Rock came in a strong second with three other firms in the second tier.  These firms differentiated from the bottom five firms in the class.


There are a couple of points that need to be mentioned here.  First, if your group was not in the top tier in this assessment, it does not mean that you were not competitive with your brand building initiatives.  In fact, many of the middle tier groups were very close to being in the top tier.  Second, regardless of where you finished, there is an opportunity for your group to be one of the most competitive in the class with some re-branding efforts.  So, use this opportunity to make adjustments that will allow you to be effective.  And finally, please know that these ARE NOT the final firm rankings for this assignment.  These will be posted in once I combine all of the feedback from the different areas.  It is these final firm rankings that will determine the point totals for the class competition.


About ELSMarketing

ELSM is a company that specializes in the development and implementation of innovative marketing plans for sport organizations, businesses, and programs. By focusing on the client’s goals and expectations, we strive to develop strategies that will build the brand of the entity in a way that will ensure future success. The bottom line is that we are committed to working with entities who are looking to take themselves to the next level from a marketing standpoint. While there are a variety of strategies that we implement to achieve this, it starts with the values we have in place for our company. Here at ELSM, “Innovation is the Expectation!”
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