Managing football brands through different stages of the lifecycle

Sue Bridgewater
Additional contact information
Sue Bridgewater: University of Warwick

Chapter Chapter 6 in Football Brands, 2010, pp 163-173 from Palgrave Macmillan

Abstract: Abstract All brands evolve throughout their lifecycle. Even the most successful brands, such as Levi 501, experience highs and lows. For example, the Levi brand of jeans began to differentiate itself in the 1870s with a double line of stitching on the pockets, and the styles of its riveted jeans and leather badge were patented in the 1880s. The brand grew to great strength through the 1950s, but then suffered a decline in fortunes in the 1960s and 1970s, when jeans “became politicized through student protests” (Babson nd). The company briefly shifted its attention to products other than denim jeans, such as polyester suits, but in the 1980s built the Levi 501 brand to be a leading global brand. Since this time, the fortunes of Levi 501 have fluctuated with shifts in fashion preference among its youth market.

Keywords: Football Club; Premier League; Rich Club; Young Player; Attitudinal Loyalty (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-28136-3_7

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230281363

DOI: 10.1057/9780230281363_7

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().