Affaires courantes
Branding = résultats… et vice versa
Frédéric Lord
Friday, 5 December 2008
Un article du Sports Business Journal qui place le Canadien de Montréal au troisième rang des concessions sportives nord-américaines dont l’image de marque s’est bonifiée avec la dernière année.
En somme, plus tu gagnes, mieux ton image se porte.
Sports fans like winners. This, you already knew. But you might be surprised by the extent to which that demand for a winner bleeds into every aspect of their feelings — or at least their survey responses — when it comes to the teams they follow most closely.
[…]
Head-to-head comparisons between NBA and NHL teams that share markets show the correlation even further. In 11 of those 15 cities, the team that had the better season scored as more popular.
The most illustrative: the Toronto Maple Leafs, who like to say they’ve sold out every home game since World War II, ranked behind the Raptors in this year’s index. Certainly the sudden, and relatively modest, success of the Toronto Raptors doesn’t trump the brand power of the iconic Maple Leafs. But, with the former winning and the latter in the dumps, fans responded more favorably to the team that’s winning now.
[…]
Perna explains it with a banking analogy. He describes a team’s brand as a savings account. Each win is a deposit; each loss a withdrawal. There are other ways to gain and lose equity, but none count as much as winning and losing.
“When you win, or you do something in the community, or you bring in a popular player or coach, you’re saving up good will and loyalty for a rainy day,” Perna said. “It’s inevitable that that rainy day is going to come. If you’re one of the teams, the question you always have to ask yourself is, ‘How much do we have in reserve in our account?’ The ones at the top of the list have a lot of savings. And the ones at the bottom are tapped out.”
