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Palgrave Macmillan

Sports Sponsorship and Brand Development

The Subaru and Jaguar Stories

  • Book
  • © 2001

Overview

Authors:
  1. Martin Beck-Burridge
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  2. Jeremy Walton
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Table of contents (12 chapters)

  1. Front Matter

    Pages i-vii
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  2. The Background

    1. Front Matter

      Pages 1-1
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    2. Introduction

      • Martin Beck-Burridge, Jeremy Walton
      Pages 3-10

    3. Sport, Sponsorship and Marketing

      • Martin Beck-Burridge, Jeremy Walton
      Pages 11-44

  3. The Story of Two Campaigns: The Subaru Story

    1. Front Matter

      Pages 45-45
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    2. Fuji Heavy Industries and Subaru in the 1980s

      • Martin Beck-Burridge, Jeremy Walton
      Pages 47-57

    3. Prodrive and Fuji Heavy Industries: The Development of the Relationship

      • Martin Beck-Burridge, Jeremy Walton
      Pages 58-68

    4. The Results of the Relationship

      • Martin Beck-Burridge, Jeremy Walton
      Pages 69-82

    5. Portrait of the Partner

      • Martin Beck-Burridge, Jeremy Walton
      Pages 83-89

  4. The Story of Two Campaigns: The Jaguar Story

    1. Front Matter

      Pages 91-91
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    2. Jaguar, Jaguar Sport and Le Mans

      • Martin Beck-Burridge, Jeremy Walton
      Pages 93-102

    3. On Track to Post-Leyland Recovery

      • Martin Beck-Burridge, Jeremy Walton
      Pages 103-112

    4. From Track Stars to Major Commercial Players

      • Martin Beck-Burridge, Jeremy Walton
      Pages 113-125

    5. Recreating a £1.6bn Brand through Sponsored Motor Racing 1986–1990

      • Martin Beck-Burridge, Jeremy Walton
      Pages 126-139

    6. Achieving Global Brand Recognition

      • Martin Beck-Burridge, Jeremy Walton
      Pages 140-154

  5. Conclusions

    1. Front Matter

      Pages 155-155
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    2. Lessons from the Campaigns: The Successful Branding Process

      • Martin Beck-Burridge, Jeremy Walton
      Pages 157-171

  6. Back Matter

    Pages 173-178
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Keywords

About this book

Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

About the authors

MARTIN BECK-BURRIDGE is Director of Automotive Studies and Senior lecturer in International Business at Henley Management College. He is author with Jeremy Walton of Britain's Winning Formula published by Macmillan.

JEREMY WALTON has written twenty-eight books and is a freelance motoring journalist. He won the 1998 and 2000 American IAMC international awards for his work published in the USA.

Bibliographic Information

  • Book Title: Sports Sponsorship and Brand Development

  • Book Subtitle: The Subaru and Jaguar Stories

  • Authors: Martin Beck-Burridge, Jeremy Walton

  • DOI: https://doi.org/10.1057/9780230508224

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2001

  • Hardcover ISBN: 978-0-333-92540-9Published: 07 November 2001

  • Softcover ISBN: 978-1-349-42524-2Published: 01 January 2001

  • eBook ISBN: 978-0-230-50822-4Published: 07 November 2001

  • Edition Number: 1

  • Number of Pages: VIII, 196

  • Topics: Marketing, Business Strategy/Leadership, Transportation, Services

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