Using the brand molecule concept to guide the management and marketing of a professional sports team

Alan A. Pomering, University of Wollongong
Gregory M. Kerr, University of Wollongong
Dirk Melton

Article comments

Pomering, A. A., Melton, D. & Kerr, G. M. (2009). Using the brand molecule concept to guide the management and marketing of a professional sports team. Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Abstract

The sports industry is an important one; it is estimated to be the 11th largest industry in theUnited States. Within this industry, individual sports, at both the amateur and professionallevels, compete for talented players, supporters, government funding, and sponsorship dollars.It is therefore important for sports to manage their sports brands. We use Lederer and Hill¿s(2001) brand molecule concept to explain the brand management implications for aprofessional, national sports team, the Bulldogs, a Sydney-based team in Australia¿s NationalRugby League competition. The brand molecule highlights for the brand manager the positiveand negative atoms that comprise and give shape to the overall brand molecule, detailing thepotential impact, negative or positive, and relative strength of each.