ABSTRACT
Having previously established the basics of branding, this chapter ventures into more depth about what a sport brand constitutes, keeping in mind a broader aim of laying the foundations essential to building such a brand. The chapter breaks a brand down into its tangible components, a variety of elements that can comprise, separately or together, a brand. These elements are discussed with regard to sport and how they can be ascribed value by sport consumers. Branding is a deceptively simple equation that adds value to products beyond their functional purpose, thus instilling a valuable measure in terms of brand equity. Brand equity results from branding activities that are clear, consistent, and strategically coordinated, representing the brand via carefully curated brand elements. A brand derives its relevance from the relationship between these elements and the way that consumers conceptualise the elements in their minds.
