1. Introduction
2. Theoretical basics
-What is ‚marketing communication‘?
-What are the objectives of it?
-How does ‚marketing communication‘ work?
-What is a brand? What is ‚brand equity‘?
3. Practical part
-Why is the golf market an attractive communication platform?
-Which elements of brand and marketing communication could a company use in golf?
-Example of the company/ brand ‘NIKE Golf’
4. Conclusion
Objectives
-Learn about key aspects of brand and marketing communication in general and in golf
-Adopt the theoretical knowledge in golf using the example of NIKE
Table of Contents
1. Introduction
1.1 Currently relevance and background/ problem discussion
1.2 Scope and objectives of the thesis/ methodology
2. Theoretical basics
2.1 Definition and delimitation of marketing communication
2.2 Elements and use of marketing communication/ communication mix
2.3 Marketing communication strategies
2.4 Effects and objectives of marketing communication
2.5 Definition of brands and ‘brand equity’
3. Practical part
3.1 The attractiveness of golf for brands
3.2 Elements of brand and marketing communication in golf
3.3 Reasons and objectives for marketing communication in golf for brands
3.4 Example of Nike’s brand and marketing communication strategy in golf
4. Findings and conclusion
4.1 Brief summary
4.2 Discussion and critical reflection
Objectives and Scope
This thesis examines the strategic importance of golf as a platform for marketing communication for brands targeting affluent consumer segments. It explores how companies can leverage the specific environment of golf and celebrity endorsements to build brand equity and increase market presence in a competitive, fragmented global market.
- The shifting landscape of consumer markets towards niche-oriented communication.
- The fundamental role of the marketing mix and branding strategies.
- The specific potential of golf as a premium marketing communication platform.
- The application of celebrity endorsement strategies using the case study of Nike.
Excerpt from the Book
3.1 The attractiveness of golf for brands
Golf is a very popular sport in a few countries like the U.S., Great Britain and Sweden. That means golf is already a national mainstream sport which is offered in public institutes like schools in these countries. Golf is still developing in the rest of the world. It is rising very fast in many countries, esp. in Germany, where the German Golf Association tries hard to establish golf as a national main sport. Therefore, the fast-growing golf market is an attractive platform for companies to communicate with ‘new’ customers and to distribute their products and services. Additionally, golf is a global and diverse sport which is acquiring a younger and hipper image and it is not associated with older and rich people anymore. One reason for this is the new generation of professional golf players, like Tiger Woods or Rory McIlroy. Golf is a sport that is known for its aesthetic, classic and traditional image as well as for its exclusivity and appeals to a pretentious target group. In the past it had acquired the reputation of being an elitist and status sport for the rich and well-connected people, but nowadays many different social classes play golf. Nevertheless, firms can use the sport’s efficiency as a way to reach a wealthy audience. Golf is an obvious platform for high positioned companies because the demographic of people who play and watch golf match the profile of a luxury brand in particular. Because of characteristics like seriousness, self-confidence and discipline which develop when playing golf, luxury brands can be identified perfectly with this sport. But the golf market is not only profitable for luxury brands but also for other brands like sport labels. The reason is that golfers set a high value of sportiness and performance.
Summary of Chapters
1. Introduction: Discusses the shifting consumer market environment and defines the objective of analyzing the golf market as a strategic communication tool.
2. Theoretical basics: Outlines the definitions of marketing communication, the communication mix, and the conceptual underpinnings of brand equity and branding strategies.
3. Practical part: Analyzes the specific attractiveness of golf for brands, identifies various communication touchpoints within the sport, and examines Nike’s successful endorsement strategy.
4. Findings and conclusion: Summarizes the effectiveness of golf as a communication platform and provides a critical discussion on the risks and benefits of celebrity-based branding strategies.
Keywords
Marketing communication, MarCom, brand equity, golf, consumer market, target audience, branding, advertising, celebrity endorsement, Nike, sponsorship, communication mix, strategy, market presence, customer relationships
Frequently Asked Questions
What is the primary focus of this work?
This thesis examines the use of brand and marketing communication strategies, specifically focusing on the golf market as a platform for reaching premium target audiences.
What are the central themes covered in the text?
The core themes include the dynamics of modern marketing communication, the strategic utilization of the communication mix, and the branding potential of the golf industry.
What is the main objective of this thesis?
The objective is to identify and analyze the possibilities companies have when using the golf market to communicate with target groups and strengthen brand identity.
Which scientific methodologies are employed?
The work utilizes a combination of theoretical research into marketing communication and branding models, alongside a practical analysis of the golf market and a case study approach.
What does the main part of the thesis cover?
The main part focuses on why golf is attractive for brands, the various elements of communication within the sport (like course advertising and events), and how Nike utilizes celebrity partnerships.
Which keywords best describe this research?
Key terms include Marketing communication, brand equity, golf, target audience, celebrity endorsement, and strategic branding.
Why is golf considered an ideal marketing platform in this study?
Golf offers access to an affluent, relaxed audience and is associated with attributes like seriousness and performance, making it highly compatible with luxury and sport brands.
What is the role of Tiger Woods in the case study provided?
Tiger Woods serves as a primary example of how celebrity endorsement can help a company enter a new market, establish brand identity, and build significant sales from scratch.
Are there potential risks associated with the branding strategies discussed?
Yes, the author highlights that celebrity endorsements carry risks, as misbehavior by a brand ambassador can negatively impact a company’s image and lead to financial repercussions.
- Quote paper
- Charlotte Kierdorf (Author), 2012, Brand and marketing communication in golf, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/205624
