Arsenal (Winning Together: The Story Of The Arsenal Brand)

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Arsenal (Winning Together: The Story Of The Arsenal Brand)

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Arsenal is one of world footballs biggest brands. With a proud but sometimes dubious history, it has a wealth of stories that pass from generation to generation, building the Arsenal legend. And now the brand is big business but, like other football brands, operates in a very different way from a conventional commercial brand. Loyalty to a football club generally starts y Arsenal is one of world footballs biggest brands. With a proud but sometimes dubious history, it has a wealth of stories that pass from generation to generation, building the Arsenal legend. And now the brand is big business but, like other football brands, operates in a very different way from a conventional commercial brand. Loyalty to a football club generally starts young and continues throughout life, involving a depth of allegiance that brands in other fields can only envy. What creates this brand loyalty? What can a football club do to use it positively? Is a brand just big business or does it have social responsibilities? Is fans loyalty taken for granted and stretched too thin by commercial exploitation? John Simmons and Matt Simmons focus on their favourite football brand to explore these questions. As lifelong Arsenal supporters, father and son, they analyse the past, present and future of the Arsenal brand through the expert views of fans, commentators, business analysts and iconic players. The book features exclusive interviews with Arsenal greats Frank McLintock and Pat Rice, analyses the values of Arsenal brand, compares Arsenal with national and international competitors and examines the business issues that are changing all our relationships with football. The result is a book that is fascinating for football fans and business people alike.

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Arsenal is one of world footballs biggest brands. With a proud but sometimes dubious history, it has a wealth of stories that pass from generation to generation, building the Arsenal legend. And now the brand is big business but, like other football brands, operates in a very different way from a conventional commercial brand. Loyalty to a football club generally starts y Arsenal is one of world footballs biggest brands. With a proud but sometimes dubious history, it has a wealth of stories that pass from generation to generation, building the Arsenal legend. And now the brand is big business but, like other football brands, operates in a very different way from a conventional commercial brand. Loyalty to a football club generally starts young and continues throughout life, involving a depth of allegiance that brands in other fields can only envy. What creates this brand loyalty? What can a football club do to use it positively? Is a brand just big business or does it have social responsibilities? Is fans loyalty taken for granted and stretched too thin by commercial exploitation? John Simmons and Matt Simmons focus on their favourite football brand to explore these questions. As lifelong Arsenal supporters, father and son, they analyse the past, present and future of the Arsenal brand through the expert views of fans, commentators, business analysts and iconic players. The book features exclusive interviews with Arsenal greats Frank McLintock and Pat Rice, analyses the values of Arsenal brand, compares Arsenal with national and international competitors and examines the business issues that are changing all our relationships with football. The result is a book that is fascinating for football fans and business people alike.
Additional Information
Title Arsenal (Winning Together: The Story Of The Arsenal Brand) Height 19.6
John Simmons Width 13.2
ISBN-13 9788130907741 Binding Paperback
ISBN-10 #8130907747 Spine Width
Publisher Penguin Books Ltd Pages 192
Edition 2010 Availability Out Of Stock

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