Abstract
Davidson (1998) describes the brand as an iceberg. This is a useful analogy as only a small proportion of an iceberg is visible above the surface, and many other aspects are below the waterline. A brand tends to have a visible logo (a sign associated with the brand) and name, but may have other aspects, such as the values and culture that underpin these.
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© 2010 Sue Bridgewater
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Bridgewater, S. (2010). What is a football brand?. In: Football Brands. Palgrave Macmillan, London. https://doi.org/10.1057/9780230281363_2
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DOI: https://doi.org/10.1057/9780230281363_2
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-31285-6
Online ISBN: 978-0-230-28136-3
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