If brand equity matters, where is the brand strategy? A look at Canadian hockey teams in the NHL
by Andre Richelieu, Frank Pons
International Journal of Sport Management and Marketing (IJSMM), Vol. 5, No. 1/2, 2009

Abstract: This paper examines the strategies and actions Canadian professional hockey teams implement in order to build and exploit their brand. Data were collected during one-on-one interviews with vice presidents and marketing directors of four teams: the Montreal Canadiens, the Ottawa Senators, the Toronto Maple Leafs (TML) and the Vancouver Canucks. Our results, based on content analysis, show that Canadian teams, while aware of the importance of branding, do not have a formal brand strategy, with the exception of the TML. Consequently, their marketing actions do not contribute in building, leveraging and ensuring coherence of their team's brand. Furthermore, the NHL does not help its teams by centralising teams' branding.

Online publication date: Mon, 01-Dec-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com