• Stickiness of an idea: How does brand capture fans’
imagination?
• Reach of brand: How far does influence of brand extend?
• Social identity: Do different segments of the population relate to
the brand in a personal way?
• Media interest: Are members of the media captivated in some
way by the influence of a brand?
• Monetization and marketing metrics: Can marketers put a
number on brand’s value or success?
Weathering Recessions
• Sport marketing has been affected by prevailing economic
conditions.
• Recessions have a major effect on sport brands:
• – The 1990s saw fans decrease identity with major league sports.
• – Sport venue construction decreased during the 1990s.
• – Significant MLB attendance drops occurred in 2002 and 2009.
