Brand Confusion in South African Rugby - Super 12 Brands vs Currie-cup Brands

Through the application of marketing principles and practice, sport marketers should anticipate, manage and satisfy sports consumers' needs and wants when marketing sport. They should strive to create and build awareness of a specific sports team, which should ultimately lead to loyal supporters. Sports teams' brands should therefore be emphasised and marketed. Branding is a relative new phenomenon in rugby, a sport that a decade ago became professional and commercialised in South Africa.

: 04 August 2010
ISBN Number
: 0379-9069
: Gerber-Nel, C & Strydom, J.W.
: 2006
: Vol 28 Nr 1
: South African Journal for Research in Sport, Physical Education & Recreation
Media Type
: Book
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