| Sport has become an integral element in our society and culture. It has developed into a billion dollar business ranging from commercial and amateur sport to consumer goods. Companies, from the young upstarts to those that are decades old, utilize several different marketing and advertising techniques to develop and separate their brands in the ever growing competitive marketplace.;When making informed decisions on brand development, an organization should have a solid understanding of the internal and external environments for which it exists. This study examined the role of sport brand management in marketing the sport product. Specifically, this research focused on the brand management strategies of Under Armour. Using Aaker's (2005) strategic market management theory as a framework, this study analyzed the different marketing methods utilized to develop, maintain and sustain a successful brand. In addition, a case analysis of Under Armour was conducted using the branding literature as well as interviews from Under Armour executives and outside branding specialists.;Results of the research indicated that Under Armour's integration of these five brand development strategies in the current marketplace have helped it to become one of the premiere brands in the United States. (1) Understanding the audience/consumer the brand is meant to reach is critical to the modern day brand development process. (2) Understanding the brand message is an important factor in the success of the brand. (3) Seizing any opportunity to own the marketplace in which the brand competes can have a positive impact on the strength of the brand. (4) Using the appropriate vehicle to deliver the brand message contributes to the impact the brand has on the consumer. (5) Differentiating from other brands in the market helps separate the brand in the marketplace from its competitors. |
