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Sports Sponsorship and Brand Development

The Subaru and Jaguar Stories

  • Authors
  • Martin Beck-Burridge
  • Jeremy Walton

Table of contents

  1. Front Matter
    Pages i-vii
  2. The Background

    1. Front Matter
      Pages 1-1
    2. Martin Beck-Burridge, Jeremy Walton
      Pages 3-10
    3. Martin Beck-Burridge, Jeremy Walton
      Pages 11-44
  3. The Story of Two Campaigns: The Subaru Story

    1. Front Matter
      Pages 45-45
    2. Martin Beck-Burridge, Jeremy Walton
      Pages 47-57
    3. Martin Beck-Burridge, Jeremy Walton
      Pages 58-68
    4. Martin Beck-Burridge, Jeremy Walton
      Pages 69-82
    5. Martin Beck-Burridge, Jeremy Walton
      Pages 83-89
  4. The Story of Two Campaigns: The Jaguar Story

    1. Front Matter
      Pages 91-91
    2. Martin Beck-Burridge, Jeremy Walton
      Pages 93-102
    3. Martin Beck-Burridge, Jeremy Walton
      Pages 103-112
    4. Martin Beck-Burridge, Jeremy Walton
      Pages 113-125
    5. Martin Beck-Burridge, Jeremy Walton
      Pages 126-139
    6. Martin Beck-Burridge, Jeremy Walton
      Pages 140-154
  5. Conclusions

    1. Front Matter
      Pages 155-155
    2. Martin Beck-Burridge, Jeremy Walton
      Pages 157-171
  6. Back Matter
    Pages 173-178

About this book

Introduction

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.

Keywords

brand marketing relationship marketing

Bibliographic information

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