United brand adorns more than 150 product lines. Ralf Korbmacher, executive
branding director believes that United are exploiting the clubs name and
'diluting the brand':
PLC BRANDING BACKLASH
United brand adorns more than 150 product lines. Ralf Korbmacher, executive
branding director believes that United are exploiting the clubs name and
'diluting the brand':
"Football clubs should manage their brands like companies. They should
safeguard them rather than debase them by slapping them on all sorts of
products." The key risk to protecting and nurturing football brands is the
"abuse of quick-gain merchandising".
safeguard them rather than debase them by slapping them on all sorts of
products." The key risk to protecting and nurturing football brands is the
"abuse of quick-gain merchandising".
Not surprisingly Paddy Harverson denied the claims:
"We work hard to protect a brand we run as a very successful business. There
is no evidence from our supporters that we have overdone it."
is no evidence from our supporters that we have overdone it."
You have not been listening as hard as you like to make out then have you?
Red Issue and IMUSA have been telling you for years that the plc is in danger
of slaying the 'golden goose', communication is a two-way street pal so listen
a bit harder and wise up eh?
Red Issue and IMUSA have been telling you for years that the plc is in danger
of slaying the 'golden goose', communication is a two-way street pal so listen
a bit harder and wise up eh?
Other city knobs with a vested interest have defended the plc strategy:
Stewart Macintosh, managing partner of Added Value, the marketing
consultancy, said: "Any brand's ambition should be to grow and there's
nothing wrong with that."
consultancy, said: "Any brand's ambition should be to grow and there's
nothing wrong with that."