co-branding – Sports Business Research Academy

The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand

By Sebastiano Mereu on January 3, 2022 • ( 1 Comment )

The following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an […]

Create an ingredient brand to make sense of brand chaos: The overloaded LA Galaxy poster

By Sebastiano Mereu on September 1, 2014 • ( 2 Comments )

Source: Twitter.com/LAGalaxy A few weeks ago, a tweet by LA Galaxy, that was promoting an autograph-signing session with Juninho, caught my attention. The picture (or poster) in the tweet featured Juninho and explained where and when the autograph-signing would […]