Intangible and tangible value: brand equity benefits associated with collegiate athletics

Abstract

This paper presents a simple methodological framework to characterise the tangible and intangible benefits of a university athletics department. The methodology is applied to the athletics department at Gonzaga University (GU) in Spokane, Washington USA. The brand equity associated with this department is estimated at approximately US$5.8 million in 2006. Of this, between $617,000 and $2.71 million is ascribed to a specific type of tangible brand equity (with the most plausible estimate being $926,000); namely, the impact of GU athletics events on the economic vitality of the local community. The remainder is attributed to (unobserved) intangible brand equity benefits.

Categorizing behavioral and formed concepts in sports marketing research

“…, 2007, p. 40). “Building … brand equity is one plausible justification” (Bozman et al. , 2015, p. 24).…”

“…, 2015, p. 24). Brand equity can be “disaggregat[ed] … into its tangible and intangible components” (Bozman et al. , 2015, p. 25).…”

A cost-benefit analysis model for the retrofit of sustainable urban drainage systems towards improved flood risk mitigation

“…Bozman et al (2015) described tangible benefits as quantifiable especially monetarily; these are identified as reduced cost of infrastructure, improved aesthetic value, reduction of surface water charges, flood risk reduction and improved market value of the property. The intangible benefits are subdivided into the benefits accrued by the property owner and the benefits accrued by the wider community.…”