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Releasing latent brand equity: the case of UEFA's Champions League

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The history and heritage of some brands is such that an accumulation of latent brand equity occurs whereby stocks of images, symbols, logos and icons are built up. The role of brand managers in these cases is to release this latent equity in an attempt to both realise the value of brand equity and provide a foundation for future development of brand equity. Using a case from global sport, this study analyses the branding of a property and how this drew from a number of equity enhancing features, as well capitalising upon changes in marketing and the market place. Implications for managing the release of other product's latent brand equity are presented at the end of the paper.
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Document Type: Research Article

Publication date: May 1, 2008

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