Sports Sponsorship and Brand Development: The Subaru and Jaguar Stories

by Martin Beck-Burridge, Jeremy Walton

Overview

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.

Product Details

ISBN-13:	9780230556522
Publisher:	Palgrave Macmillan
Publication date:	11/07/2001
Sold by:	Barnes & Noble
Format:	eBook
File size:	2 MB

About the Author

Martin Beck-Burridge is Director of Automotive Studies and Senior Lecturer in International Business at Henley Management College.

Jeremy Walton is a freelance journalist and author of 25 books.

Table of Contents

	Acknowledgements	vi
Part I	The Background
1	Introduction	3
2	Sport, Sponsorship and Marketing	11
Part II	The Story of Two Campaigns: The Subaru Story
3	Fuji Heavy Industries and Subaru in the 1980s	47
4	Prodrive and Fuji Heavy Industries: The Development of the Relationship	58
5	The Results of the Relationship	69
6	Portrait of the Partner	83
Part III	The Story of Two Campaigns: The Jaguar Story
7	Jaguar, JaguarSport and Le Mans	93
8	On Track to Post-Leyland Recovery	103
9	From Track Stars to Major Commercial Players	113
10	Recreating a Brand through Sponsored Motor Racing	126
11	Achieving Global Brand Recognition	140
Part IV	Conclusions
12	Lessons from the Campaigns	157
	Index	173

Editorial Reviews

Beck-Burridge (international business, Henley Management College, UK) and freelance automotive journalist Walton examine the marketing campaigns conducted by Subaru and Jaguar. The authors find that both brands were successfully "developed" through the utilization of auto racing, although they had fundamentally different histories and objectives. The authors focus on planning and preparation, sports partnership selection, the creation of brand differentiation, implementation of the campaigns, and marketing results. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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