Assignment ESPN has been the king of sport branding over the past decade and the world’s largest cable network. The products of ESPN range from sports channels to radio to magazine to video games and restaurants. ESPN cares for its fans irrespective of their gender, age and origin. It displays enthusiasm and energy on all platforms, and is apparent for wit and humor. ESPN always strives to connect to its consumers through various platforms by delivering consistent quality of service through innovation and technology. It looks forward to maximizing brand strength and delivering brand promise to the consumers. ESPN follows a unique brand promoting strategy by following creative campaigns from time to time. It partners with other brands through …show more content…
Brand equity of ESPN is about what customers think and feel when they come across the marks of a particular brand. Since the beginning, ESPN has been conscious about building its brand equity in the market through strong customer loyalty, brand quality, awareness and recognition. ESPN has been serving to trigger the feelings and attitudes of consumers towards the organization. Such an attitude for ESPN is dependent on the consumers’ experiences while attending a game, watching a game on TV or watching highlights on ESPN’s sports center. One of the contributing factors to the high brand equity and brand value possessed by ESPN is the commitment and connection that fans have towards the network. The brand value of ESPN is evident from its trusted reputation, individual value, corporate social responsibility, financial contribution and many …show more content…
For a new product to obtain full benefits of brand extension, it should fit within the brand equity of the parent brand. ESPN’s cobranding strategies have always resulted in huge benefits for the stakeholders. For example, ESPN has cobranded itself into ESPN magazine, ESPN merchandise, ESPN restaurant franchises and ESPN sports zone website. While cobranding has serious risks as well as rewards, ESPN has always been careful in its marketing strategies to ensure that it maintains customer loyalty. ESPN has cobranded with NBA for the creation of a “Fantasy Basketball” game, which is accessible on the websites of both ESPN as well as NBA. ESPN has also cobranded with Wincraft for pennants and street signs, New Era Cap for hats, Sportiqe Apparel for hoodies and T-shirts and many