Great Brand Stories: Arsenal Winning together: the story of the Arsenal brand

Great Brand Stories: Arsenal Winning together: the story of the Arsenal brand 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 http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Great Brand Stories: Arsenal Winning together: the story of the Arsenal brand

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
D.O.I.
10.1108/IJSMS-08-02-2007-B008
Publisher site
See Article on Publisher Site

Abstract

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

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Jan 1, 2007

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