ESPN – Case Questions
1. Describe ESPN’s business design (product-market breadth and depth). Identify and describe its assets distinctive capabilities. 2. Critically evaluate ESPN’s brand leveraging initiatives. In other words, how has the ESPN brand meaning evolved (broadened) through extending the brand into new categories? What are the benefits of product development through sub-branding (associating new brands/products with ESPN)? What are the potential risks for ESPN and its new brands pertaining to brand extensions? 3. Evaluate ESPN’s strategy for building strong brands. In other words, how have they built strong sub-brands and/or new brands? 4. Describe ESPN’s market targeting and positioning strategies in an era of media fragmentation, growth of media classes (e.g., the Internet) and market segmentation? 5. Discuss the advantages and challenges of ESPN’s cell phone venture.
Positioning - the act of designing the company’s offerings and image so that it occupies a distinct and valued place in the target customer’s mind relative to competitive choices.”
Methods for Positioning:
1. Attribute – Bounty paper towels – more absorbent than competitors 2. Price/Quality – Marriott (high-end), Fairfield Inn & Suites (value brand by Marriott) 3. Use or application – Gatorade. The brand is used in association with sports or other depleting exercises. 4. Product user – Abercrombie is for a young, sexy, person (perceived or desired image). 5. Product class (category) – “I can’t believe it’s not butter” is positioned with the butter category to associate the superior buttery taste relative to other margarine brands. 6. Competitor – Subway is the healthy alternative to McDonalds 7. Emotion – Under Armour is the aggressive, determined, slightly agitated/hostile brand of sportswear.
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