A Competitive Image – Brand Image in Sports

For Las Vegas residents, this logo evokes a very specific emotion whenever it’s seen; a sense of community.  The Las Vegas Golden Knights, a team still in its infancy, has already established a positive and successful brand image. It did so both by helping to bring the Vegas community together in unity amid tragedy and by embodying the feel of the city within its in-game entertainment.

Forbes defined brand image in this day and age as “a mix of the associations consumers make based on every interaction they have with your business.” Sports marketing teams have to ask themselves what associations the public makes when they look at the team logo. What the Golden Knights did, embodying the community they were built in, is an ideal direction to go for any sports team. Of course, every community has different attributes, and each one may have different segments that need to be considered. 

Building a positive brand image in a community this way means being strategic in selecting which of the community’s attributes would be most advantageous for the team to embody, thereby making the logo, the team’s image, evoke a sense of belonging and community that will keep fans coming. 

The same article from Forbes summarizes it like this; “When consumers buy a product or service, they aren’t just buying a product or service; they’re buying what your brand stands for.” What does your team stand for?

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