It is the
power of Public Relations that whisper the sports team’s names in our ears from
every angle of communication, to inject their names in our ears and it creates
music that is impossible to ignore.
Rebranding a
sports team can be defined as a process in which new designs, name, logo and
colours of the team image are newly established with the intention of
developing a new identity in the minds of the consumers, investors and
competitors. Most sports teams, they
rebrand to distance themselves from the negative news of their previous
brand. And sports teams’ news are
different from day to day national news. Every negative or positive
statement that is pointed out in every sports team is discussed in their
meetings. Majority of non-sport
followers don’t know that rebranding consists of ideas from the fans that don’t
have the power to make their voices heard, which is why Public Relations is
regarded as power in guiding the process of rebranding in sports teams. For instance, let us analyse Platinum Stars
the SA football team. They were
previously known as Silver Stars from North West with their colours of red and
black which was a small team with a small group of supporters. But along the way, the team started losing
supporters and their status of playing in top flights of the South African
soccer team causing the management to rethink their way of branding. The team in the year 2007 changed their name
to Platinum Stars FC using their now famous colour combination of dark blue and
light green and also changed the design of their logo. Things started heating up when their Public
Relations team went out to the supporters to help out in nicknaming the
football club and choosing their favourite stadium of choice. Therefore, those PR activities brought a
close relationship between management of the team and supporters causing the
rebranding of the team a success because they started winning trophies and reaching
the highest position. Which is why now
their nickname “dikwena”is music to our ears. For farther information on reading how this team rebranding bought them Platinum_Stars_F.C.succeed
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[on the left is after the rebranding logo that made rich history]
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| [previous brand logo that didn't bring rich history] |
They really helped a lot and it also shows the important of PR in an organisation. Imagine picking up the pieces of their reputation as a team without a PR actioner would have being so difficult. As you said that they even change their name to platinum stars that was PR. What do you think they would have than without a public protector?
ReplyDeleteother people disagree with me when tell them the best people who know how to introduce themselves is PRP's .without the public protector don't they were going to manage
DeleteI agree with you, but I would like to know that in rebranding the only people who are involve are PRP or the credit is only given to them depending on the hard work they do to help in rebranding the organization?
ReplyDeleteit depends on the team which strategy do they use in reaching out to their public because in other companies they don't call their department of dealing with the public as PR department but they do the same job to make things short PR do the dirty job in rebranding although it doesn't only consists of PRP'S
Deleterebranding depends on what it comes up with, because rebranding can also makes the team to lose its history, but the one for platinum stars came with a lot of money in it therefore rebranding depends on a lot of things
ReplyDeleteEvery department has its own powers in helping out achieve positive in rebranding so from the PR department they contribute to the powers
DeleteSo informing and Bizarre, I found your blog post insightful and the concept of rebranding is very diverse, all I can say and do is applaud you and approve your knowledge regarding branding.
ReplyDeletemy definition of rebranding is accordingly to PR concept and yes the definition is diverse I agree but its being defined in different ways
ReplyDeleteI am sure you know that not every team experiencing bad brand image should undertake rebranding as a resort< because we have things like reputation, crises and issue management which can help in restoring the team's pride without spending millions of Rands. My question is where do you draw the line between re-branding and reputation management.
ReplyDeletecrises management and issue management strategy might take close to something like minimum of 10years to get a sport team in line that's why most of the teams prefer rebranding ..you only draw a line when your target goals are being established and you even see a vision of growth
ReplyDeletecomrade don't confuse re-branding and passing of ownership, Silver stars was sold...
ReplyDeleteplease give yourself time to click the link I have shared you will see that silver stars sold the majority of shares but the team policies and structure of technicality remained the same
DeleteRe-branding can become a problem when the concept is now reformed and changed. We don't want to still get used to the new image now. Just make sure that the re-branding is not too much.
ReplyDeleteI agree with you by saying I should make sure the rebranding is not over done but keep in mind that risks are taken when re-structuring
DeleteRe-branding is a major issue. It needs to be thought-through first before any major changes are put into place.
ReplyDeleteto add on what you saying it might even make things worse if you not involving your public because by that it adds another mind in helping out
DeleteRe-branding may be confusing. Make sure you promote you new brand regularly so that people will not forget you or take your new brand as if its something new.
ReplyDeletetrue that Mr Modise re-branding can be explained in different ways as long as the bottom line is re-structuring the brand
DeleteCompanies that don't emphasis re branding strategy often find themselves slipping away from competition so for me re branding is the importance of maintaining a strong brand image
ReplyDeleteGreat blog Mr Fafuli now i fully understand the work of PR in a sports team.
ReplyDelete