Mary Ann to her Ginger: comparing the extended brand identity of two elite female athletes Academic Article uri icon

abstract

  • Purpose The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands. Design/methodology/approach Through the qualitative analysis of individual in-depth, semi-structured interviews, various documents, and social media, data revealed themes associated with positioning, personality, and presentation of the female athlete brands. Findings Theoretically, the themes provide empirical support for existing brand identity frameworks. Practical implications Practically, findings provide evidence for defining an athletes extended brand identity that can serve as the foundation for branding efforts that generate long-term value during and after their sport careers. Originality/value This case study adds to the extant literature on athlete branding and offers practical content for marketers seeking to brand female athletes.

published proceedings

  • INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP

author list (cited authors)

  • Lobpries, J., Bennett, G., & Brison, N.

citation count

  • 5

complete list of authors

  • Lobpries, Jami||Bennett, Gregg||Brison, Natasha

publication date

  • November 2017