Opinion: The Marketing Society Forum - Has the England Football Team's Brand Been Irrevocably Tarnished?

Marketing, August 18, 2010 | Go to article overview

Opinion: The Marketing Society Forum - Has the England Football Team's Brand Been Irrevocably Tarnished?


A dismal performance in the World Cup, booing fans, off-pitch scandals and another foreign manager falling well short of the hype Will a replacement brand sponsor be hard to come by?

NO - TIM BARKEY, MARKETING CONSULTANT

How many kicks can the national sport take? The Lord Triesman scandal, a serious spanking by old rivals Germany at the World Cup, outspoken players and Fabio Capello's job in question.

Nationwide's 11-year sponsorship deal has ended, and although E.ON has extended its involvement for 12 months, The FA needs to find new brand partners.

The FA urgently needs a cohesive relationship with a big brand to bring the sponsorship to life.

It must drive home Wembley's brand identity (and sort out the pitch) and build excitement around England's 2018 World Cup bid.

All this requires innovative marketing that engages England supporters and interacts with them.

The FA is the world's oldest national football association. Let us not just create 'inspiring memories' at Wembley but an exciting, inspiring future for the national game.

NO - SIMON MASSEY, MANAGING DIRECTOR, THE GILD

When Capello joined England in 2007, he was applauded for introducing the values that had disappeared: pride, passion, dedication, teamwork and decorum. So, good brand values and excellent packaging, but recently the brand behaviour and the product performance have been lacking.

The players behave like animals off the pitch, and like lazy, spoilt, rich kids on it. They should be our heroes, but we view them with disdain. Their performance at the World Cup was shameful, and even the best brand cannot survive such a lacklustre effort.

So the brand has been tarnished, but not irrevocably. The brand is the clash between football and national pride - it is made not just by the players, but by the nation, too. England is built on the stiff upper lip, battling adversity, belief and passion. Dramatic changes will have to be made to the team, but supporters will stay loyal.

We will always believe, and through that belief the England brand will become strong again.

NO - MARTIN NIERI, MANAGING DIRECTOR, CMW

Football is cyclical, and if England storms through the Euro 2012 qualifiers, the brand will bounce back and there will be the same hype as before every major tournament. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Opinion: The Marketing Society Forum - Has the England Football Team's Brand Been Irrevocably Tarnished?
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.