Espn: the Evolution of an Entertainment Brand

(THIS IS AN EXCELLENT EXAMPLE OF A CASE REPORT THAT COMPREHENSIVELY ADDRESSES ALL THE CASE QUESTIONS IN A CONCISE MANNER.)

John Smith BUSM 304

Case Study 2--ESPN: The Evolution of an Entertainment Brand 1. In a succinct manner, describe what the ESPN brand means to consumers. Sports information and entertainment anytime and anywhere. 2. What is ESPN selling? Discuss this in terms of core benefits, actual product, and augmented product levels of ESPN. ESPN is providing the benefit for customers to know everything that is going on in sports, whenever they want to know. ESPN products allow consumers to immerse themselves in the world of sports. They don’t just get the news about their favorite teams or watch a great game, but they can learn about what is going on in a league or all about players. Their multiple media channels and languages cover all major sports across all regions of the world. Televised events, espn.com, ESPN magazine, ESPN radio and other media let fans stay connected to everything sports. The augmented product is all of the related brand offerings that surround the primary ESPN media products. These allow for multiple connections to the brand in more ways and places, building stronger brand equity. Fans may go to the ESPN Zone restaurant and watch a game while they eat. They can participate in online fantasy leagues and games run by ESPN. They can buy ESPN apparel and gear online or in stores. They can take lessons at an ESPN golf school. Sports teams can even play in competitive events hosted at their Wide World of Sports tournament facilities in Orlando, Florida. These are just a few of the things that make ESPN more accessible and connected with a large audience of sports enthusiasts. 3. Does ESPN have strong brand equity? How does its brand equity relate to its brand value? The ESPN brand is in the same league as popular global brands such as Coca-Cola and Walmart. Everyone knows it and most have used it. Millions of consumers are loyal...