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ESPN Company: Brand Management Strategies Case Study


Meaning of the ESPN brand to consumers

To consumers, the ESPN brand means constant availability of very informative, easily accessible, quality, and timely sports entertainment ventures and a means of capitalizing on customers’ leisure moments. The name denotes ensuring that the right sports entertainment opportunities are available at the most opportune time and that relevant sports information is communicated to them wherever they are.

What is ESPN selling in terms of the benefits, actual product, and its augmented production level?

In terms of benefits, ESPN sells the use of savvy business planning strategies that focus on developing and offering quality sports information. ESPN focuses on selling integrated sporting activities that mainly focus on enhancing the quality and reliable sports entrainment avenues to its customers. In terms of benefits, ESPN ensures that its customers are ever happy as sports entertainment is the only sure form of reward. In terms of the actual product, ESPN ensures that there is an unending availability of sports news and that clients keep contact with products and sports personalities. Sports entertainment is the main product sold by ESPN.

It focuses on ensuring that it remains an active channel that does not merely give clients a lot of unnecessary advertisements. Concerning augmented production levels, ESPN focuses on enhancing easy exclusivity, accessibility,y, and diversity in its sports products. Others include sports statistics, lifestyle, sports talk-shows, attractive packaging, customized payment options, live online platforms, radio broadcasting, catering for the less fortunate people in the society, and video games among others.

Does ESPN have a strong brand quality? How does its brand equity relate to its brand value?

Indeed, ESPN has a strong brand quality. It commands respect among major sports entertainment networks as is evident in the fact that it has a serious presence in more than ninety-six million homes. Its brand quality focuses on giving customers value for their money. The strong brand quality created by ESPN focuses on being relevant, rewarding clients, enriching customer experiences, and diversifying its sporting products.

The fact that ESPN is the most popular sports program proves that it is a strong brand. ESPN’s brand equity and values are correlated in that all focus on using the smartest possible technologies and innovative mechanisms of bolstering customers’ experiences. Additionally, by being a multiplatform sports brand, ESPN has proved to be a strong brand quality that focuses on addressing specific customers’ needs and constantly evaluating its market position.

Cite as many examples as you can of co-branding efforts involving the ESPN brand. For each of these cases, what are the benefits and possible risks to ESPN?

Co-branding efforts include co-branded fantasy games between NBA and ESPN which work as customers’ acquisition tools though they have the risk of giving NBA advertisement opportunities to ESPN’s clients. ESPN, AT&T, Canada Soccer Partners, You-Tube, Broad Band Sports, and Spot Play have done co-branding in ensuring that efficiency and cost-effectiveness of the transmission of video games are achieved.

Though this gives ESPN a low-cost advertisement avenue and improved publicity that enhances its growth, it has the danger of portraying the company as one that lacks the uniqueness and video transmission procedures. This helps to leverage ESPN’s strong brands and develop its client base. Some of the possible risks include ESPN losing its market uniqueness to its major and other upcoming competitors, over-diversification in its operations thus losing focus, and experiencing a decrease in its market share value.

ESPN: Brand development strategies from the text. What have they done in the past? What would you recommend to ESPN for future brand development

ESPN was previously focused on television based sports platforms but then turned into being a multiplatform brand with clear interconnected operations with unique portfolio brands that relate to television and radio advertising. Initially, product line stretching was reinforced to improve related brand management approaches. For future brand development, ESPN should not only venture into creating unique customer experiences but also invest in creating its operational networks and infrastructure.

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IvyPanda. (2021, February 21). ESPN Company: Brand Management Strategies. Retrieved from https://ivypanda.com/essays/espn-company-brand-management-strategies/

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"ESPN Company: Brand Management Strategies." IvyPanda, 21 Feb. 2021, ivypanda.com/essays/espn-company-brand-management-strategies/.

1. IvyPanda. "ESPN Company: Brand Management Strategies." February 21, 2021. https://ivypanda.com/essays/espn-company-brand-management-strategies/.


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IvyPanda. "ESPN Company: Brand Management Strategies." February 21, 2021. https://ivypanda.com/essays/espn-company-brand-management-strategies/.

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IvyPanda. 2021. "ESPN Company: Brand Management Strategies." February 21, 2021. https://ivypanda.com/essays/espn-company-brand-management-strategies/.

References

IvyPanda. (2021) 'ESPN Company: Brand Management Strategies'. 21 February.

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