The Great Variety of Sport Brands

The sport marketing literature and the sport brand literature in particular provide various brand classifications. According to a classical perspective, authors either position their classification from the creation and production side (offer) or from the behaviours and contexts of consumption side (demand). As an example, in France, Megabrand System is a brand classification elaborated by the firm Taylor Nelson Sofres which identified nine categories of brands across all markets:

star brands;

champion brands;

everyday-friend brands;

alternative brands;

landmark brands;

baron brands;

contested brands;

unknown brands; and

brands with potential.