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Bottom line - - the team brand is the essence of the team in the hearts
and minds of the fans.
What the fans and the public think of the team is critical - - - as that
translates directly to the brand’s value - - - a real and valuable
asset that can be carried on the balance sheet.
The illustration on the right summarizes relative mind share for six
sports teams and how Internet mind share fluctuated over a period of time
of interest to one of our clients.
More importantly, our professional intelligence and financial analysts were able to translate changes in mind share to actual fluctuations in the dollar value of the team brand over time which translates nicely into endorsement estimates.
Calculating brand value can be a long, tedious, and expensive undertaking; however, Harvester rapidly baselines brand value then calculates changes over time, enabling firms to track their "Return on Investment" in brand value based on results of media events, advertising, competition, and externalities.
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