NHL BrandON Case Study

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Information about NHL BrandON Case Study

Published on August 5, 2009

Author: fspopp

Source: slideshare.net


SME was contracted to
help the NHL define its brand and position it for long-term success.

YEARS OF BUILDING BRANDS Celebrate THE QUEST! As the rst professional league in American sports history to The results identi ed and de ned the NHL’s brand strengths cancel an entire season due to labour strife, the NHL faced a and provided the league with the tools to guide the brand into strenuous road in its return to ice. Before the lockout, declining a new era. game attendance, television ratings, sponsor support, revenue, and franchise values weakened one of America’s top four leagues in the face of serious competition from sports such as NASCAR, MLS and the Arena Football League. SME was contracted to As part of the NHL, SME developed the following help the NHL de ne its brand and prepare for its return to the branding tools: ice and beyond. BrandON™ Workshop and Report Consumer Research Executive Interviews A comprehensive brand audit was conducted including executive Executive Workshop interviews with NHL management and fan focus groups. SME Positioning developed a platform anchored by the core values of the league: Values, Dimensions, Essence passion, toughness, courage, sacri ce, honour, team, respect, Brand Values and commitment. The brand positioning culminates in a creative Brand Communications Platform expression conveying the collective emotion of all fans and Brand Identity Consultation players as they travel on a season long pursuit for Lord Stanley’s Flash-based sales tool Cup. Celebrate the Quest! is the embodiment of this spirit. Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528

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