Case 6-15: Read and reflect on the issues presented in the ESPN Case.
In your response, consider: Critically evaluate ESPN’s brand leveraging initiatives.
Evaluate ESPN’s strategy for building strong brands.
Describe ESPN’s market targeting and positioning strategies.
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Case 6-15: The ESPN Brand
Founded in 1978 as a TV channel, ESPN uses it brand to maximum advantage in the following three ways. First, ESPN spent a considerable amount of time, money, and ingenuity into making its cable sports TV network a success. Once ESPN became known for being a leader in television sports news, it leveraged that success into at least fifty other companies. Second, ESPN inserts its brand into a diverse portfolio of products. The company launched a magazine in 1998. It has a website -- espn.com and its popular sports news show Sportscenter grabs viewers’ attention....
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