Mary Ann to her Ginger: comparing the extended brand identity of two elite female athletes

Abstract

Purpose The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands. Design/methodology/approach Through the qualitative analysis of individual in-depth, semi-structured interviews, various documents, and social media, data revealed themes associated with positioning, personality, and presentation of the female athlete brands. Findings Theoretically, the themes provide empirical support for existing brand identity frameworks. Practical implications Practically, findings provide evidence for defining an athlete’s extended brand identity that can serve as the foundation for branding efforts that generate long-term value during and after their sport careers. Originality/value This case study adds to the extant literature on athlete branding and offers practical content for marketers seeking to brand female athletes.

A thematic exploration of human brands: literature review and agenda for future research

“…Most studies conduct qualitative research as such to indicate that the topic is in the exploratory stage. Lobpries et al (2017), Gilmour and Rowe (2010) and Arai et al (2013) examined the positioning of athletes. Popular singer Beyoncé’s positioning is the subject of multiple studies (Baade, 2019; Olutola, 2019), and celebrity Kim Kardashian’s positioning has been qualitatively assessed (Sastre, 2014; Marsden, 2018).…”

Developing an Athlete Brand Identity Scale using Rasch analysis

“…The alternative to a consumer-focussed approach to understanding the athlete brand is the inside-out approach (Kristiansen and Williams, 2015;Lobpries et al, 2017), where the identity of the athlete is central to strategy development and is the driver behind brand image management. This research adopts such an approach to identify the important dimensions of the athlete brand identity construct.…”

“…Identity differentiates individuals from one another. The initial step in human branding is to establish a particular brand identity and communicate this identity to a specific target market, which enables differentiation from other human brands (e.g., Ghodeswar, 2008;Lair et al, 2005;Lobpries et al, 2017). Since athletes not only achieve their celebrity status through outstanding athletic performances, but also by showcasing their lifestyle and engaging with consumers (Choi and Rifon, 2007), off-field communication behaviour may strongly influence consumers' perceptions of an athlete's brand and is therefore essential for athlete brand equity creation (Arai et al, 2013).…”

“…When attempting to apply existing brand identity concepts to athlete brands, it is important to consider their human nature compared to conventional products or companies. Most existing models and frameworks, including De Chernatony's (1999) Model of Brand Management, are based on corporate structures that include management, employees, assets and the like and are not applicable to athlete brands (Lobpries et al, 2017). Additionally, some of the frameworks incorporate consumer-based constructs, such as image and reputation, while defining identity as being established by the brand owner (Coleman et al, 2011;De Chernatony, 1999).…”

“…Consumers form images of an athlete's brand through various means, including by decoding the messages (verbal and non-verbal) which the athlete sends. This means that along with their sporting achievements, the brand identity portrayed by an athlete (both on and off the field) can significantly impact the brand image perceived by sports fans and consumers (Lobpries et al, 2017). Increased use of social media means athletes today are more accessible, have higher levels of interaction with fans and therefore have greater potential to influence consumption of sport and goods (Pegoraro and Jinnah, 2012;Su et al, 2020).…”