David Aaker – Sports Business Research Academy

The Everton F.C. brand value and the Young & Rubicam model of brand dynamics

By Sebastiano Mereu on May 18, 2015 • ( Leave a comment )

Brand value has become a buzzword in recent times and many managers, consultancies, and companies have started to pay closer attention to it. The fact that Madden, Fehle, and Fournier (2006) mention […]

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 […]