ABSTRACT
Sport brands do not exist in isolation. They fit within organisations or other enterprises, standing as a connection point to target audiences through the development of shared meaning. In this chapter, an emphasis is placed on understanding not just what a brand is, but where it fits into the broader activities of the people who are seeking to carefully curate and construct a brand’s meaning. As a result of this exploration, the concept of sport marketing is introduced and discussed, with emphasis on the deployment of integrated marketing communications, the process by which a brand is given life and meaning. This communication is then linked to consumer behaviour, the psychological process governing audience responses, in order to identify their wants and needs, and then seek solutions to those requirements and desires.
