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Title: The British Football Academy : a design thinking approach to branding strategy
Authors: Winstanley, Lisa
Keywords: Design thinking
Issue Date: 2019
Source: Winstanley, L. (2019). The British Football Academy : a design thinking approach to branding strategy. SAGE Research Methods Cases. doi:10.4135/9781526465153
Series/Report no.: SAGE Research Methods Cases
Abstract: This case study describes a design thinking approach, applied to the creation and implementation of an identity re-brand and successive marketing campaign for the British Football Academy, in Kuwait. The case defines a design thinking model and subsequently documents its realization through four key human-centric phases—See, Sort, Synthesize, and Solutions. This model enabled business and creative objectives to be established via a “Value Management Branding Workshop,” which involved key stakeholders and resulted in two significant outcomes: first, definition of a clear vision of British Football Academy’s brand position toward customer experience, and second, a direct indication of how the brand needed to develop to fulfill the objective of increasing market share. This cyclic approach utilized visualization as a pragmatic tool, aiding the development of marketing strategies and resulting in innovative solutions, with the launch of the new brand identity and marketing campaign receiving an overwhelmingly positive response from all parties involved.
DOI: 10.4135/9781526465153
Rights: © 2019 SAGE Publications. All rights reserved. This paper was published in SAGE Research Methods Cases and is made available with permission of SAGE Publications.
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:ADM Journal Articles

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