Communications Alignment and Brand Management

With the intention of exploring IMC’s implementation in the EPL clubs, this chapter centres on the examination of the marketing communications practices that are highly associated with IMC in practice. As a result, external communications alignment and brand management are analysed in order for the practices implemented in the clubs studied to be identified. For the former, the processes and rationale behind external communications alignment or non-alignment are discussed, while for the latter, the discussion focuses on the practices and preference for strategic or tactical brand management, as well as on brand management misconceptions identified within the clubs, with noteworthy patterns emerging within the spectrum of systems and procedures detailed.