Sports marketers were quick to point out that each of Jones' proposals were brand-building opportunities designed to enhance the Cowboys brand name. Analysts noted that if organizations don't continue to
and extend their brands, they will wake up someday and another company will have overtaken them. This concept applies throughout sports, where sports
and leagues must not become defensive about brand management. The players will come and go, but it's the brand -for better or
-that will live on.
Recall from Chapter 9 that the Cowboys' brand value, as determined by FutureBrand, a global consultant on corporate brands, was worth $300 million and ranked second in sports behind only the Yankees.
FutureBrand determined the value of each brand by calculating the revenue and profit stream generated by the brand and the strength or degree of risk of the brand in its market in relation to
The Cowboys have historically -and successfully -positioned themselves as the "Spirit of Texas" even though they are not located in the largest city in Texas. The team has also either won consistently or been perceived as attempting to make the necessary moves to achieve success on the field.
Although boasting a strong and committed fan base
adds to brand value, so does management's ability to market a team's popularity. In fact, by allocating the necessary time and resources to building (or
) a brand, sports franchises like the Cowboys -like any organization -can protect important customer relationships and ensure that there is
cash flow even during losing seasons.
Few companies enjoy the notoriety and television exposure provided the Cowboys every Sunday afternoon in the fall, but there are creative ways to gain exposure for a company, allowing it to stand out from its competitors.
National companies that have large advertising
don't limit their high-profile sports marketing activities to buying a 30-second ad during the Super Bowl or a half-inning virtual advertisement behind home plate during the World Series.
Many large companies have put a slightly different spin on the Cowboys strategy of subtle, almost
, marketing. Rather than selling merchandise directly to avid fans who, in
, market the team, companies have utilized product placement in television shows or in movies to associate their products with popular entertainment brands. Reese's Pieces
65 percent short-
growth after being featured in the blockbuster movie
, and companies hoping to reach sports fans, including Nextel, were provided broad exposure in the sports-themed movie
, an auto-racing movie
Small companies must similarly be creative when attempting to extend their brand by doing so on a local or regional level. This can be accomplished by sponsoring a local Little League team or by having its products strategically placed in community theaters where local actors tacitly promote the company's products during a play.
Brands, regardless of their size or stature, that successfully reposition themselves leverage their customer base by creatively and effectively communicating their product attributes through strategic marketing
The Cowboys have demonstrated their understanding of this concept as evidenced by the team's extending its sellout streak at Texas Stadium beyond 100 games, a streak that dates back to 1991 and includes both regular and postseason
Sports business analysts assessed the team's ability to do so during a time in which the Cowboys fielded less competitive teams than its fans were accustomed to. These analysts were quick to point out that the Cowboys, unlike most franchises, were
and able to respond quickly to changing market conditions.
However, these same analysts indicated the importance of the Cowboys brand name in the process by suggesting that the Cowboys are fortunate they've got a top brand because it is easier to be agile and astute when you have a