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Case Study example - Manchester United Take Over

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Case Study
Pages 14 (3514 words)
Is Malcolm Glazer's take-over of the sporting institution that is Manchester United a venture to enhance the US tycoon's own personal wealth or, elevate the brand name of the already flourishing franchisee With soccer's continuing status as the world's largest spectator sport, enjoying a high percentage of TV coverage and viewership, sold out match attendances and cross continental merchandizing, the high revenues these sources generate presents a lucrative business opportunity…

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Acquiring the Man United brand means more than just owning a trademark. Brand acquisition gives an opportunity for brand exploitation. And nowhere is brand exploitation more rampant and unrestrained than in the United States. As a hunting ground to further the Man United brand image, the US holds vast potential, and this is where Glazer's extensive marketing skills and resources come into play. But the US market is very competitive. Soccer has to contest with traditional American sporting pastimes like baseball, American Football and basketball. Soccer's rising popularity though, over the past ten years due in part to the 1994 World Cup held in the states could make Man United a household name as is the case in other countries around the globe. Even in Asia where Man United has a huge base of fans who neither speak English nor know where Britain is, brand image has rooted itself in the public mindset.
Contrary to popular perceptions, Man United already has a fan following in the US, albeit a small one. ...
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