Brand-building in IFs – Why? What? And How?
Building the brand of an organisation and its product is often cited as a crucial element to success. This includes the world of sports, where advocates of brand-building allude to how it can help establish a clearly-defined position in the market, which can help the Federation and the sport to develop successfully.
But without a universal definition of what a brand is, developing it is not always an easy process. This is especially the case for International Federations, who often have somewhat limited resources, and are extremely busy in the day-to-day operations of developing the sport.
So what exactly is a brand and why should IFs focus on building it? What are the aspects IFs should consider and steps they should take when reshaping their brand? And how best can they measure the impact of such potential changes?
This Seminar will take a look at how best IFs can reflect on and build their brands, hearing from branding experts and a number of case studies from IFs themselves.
Speakers will include:
• Frank Persyn, Team Persyn Sports Consulting
• Anna Sarafianou, FIVB
• Chris Wells, World Archery