Sports sponsorship and brand development : the Subaru and Jaguar stories / Martin Beck-Burridge and Jeremy Walton.

Format:

Book

Author/Creator:

Beck-Burridge, Martin.

Contributor:

Walton, Jeremy, 1946-

Language:

English

Subjects (All):

Sports sponsorship.

Automobile racing--Economic aspects.

Automobile racing.

Automobiles--Marketing.

Automobiles.

Fuji Jūkōgyō Kabushiki Kaisha.

Jaguar Cars Ltd.

Physical Description:

vi, 178 pages, 16 unnumbered pages of plates : illustrations (some color) ; 25 cm

Place of Publication:

Houndmills, Basingstoke, Hampshire ; New York : Palgrave, 2001.

Summary:

Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

Contents:

2 Sport, Sponsorship and Marketing 11

Part II The Story of Two Campaigns: The Subaru Story

3 Fuji Heavy Industries and Subaru in the 1980s 47

4 Prodrive and Fuji Heavy Industries: The Development of the Relationship 58

5 The Results of the Relationship 69

6 Portrait of the Partner 83

Part III The Story of Two Campaigns: The Jaguar Story

7 Jaguar, JaguarSport and Le Mans 93

8 On Track to Post-Leyland Recovery 103

9 From Track Stars to Major Commercial Players 113

10 Recreating a Brand through Sponsored Motor Racing 126

11 Achieving Global Brand Recognition 140

12 Lessons from the Campaigns 157.

Notes:

Includes bibliographical references and index.

ISBN:

0333925408

OCLC:

47243985