BOOK REVIEW Book review Great Brand Stories: Arsenal Winning together: the story of the Arsenal brand John Simmons & Matt Simmons Cyan Books March 2006 Reviewed by John Old Who is this aimed at? Any book, especially one as better editing might have tidied up. The biggest brief as this, needs a focus, but it is difficult to see disappointment, however, is that by the end, one is whether it is targeted at the football follower who little wiser about how important ‘brand image’ is to would like to know a bit about marketing and football clubs in general, or how that of Arsenal is branding, or the student of the latter who would like to distinct from those of any other clubs. know something about football. Most of the book is top-heavy on opinion and On the face of it, football clubs seem to be the assertion and light on critical analysis, not only of epitome of branding style outweighing football (or any Arsenal (both the authors are self-confessed fans) but other) substance: 60,000 people fill Arsenal’s new also of football generally – for example, discussion of stadium to watch a team full of players who have no
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Jan 1, 2007
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera