New brand development: case of SportFun

Abstract

The aim of the master thesis is to prepare a plan for a new brand development achieving its recognisability. The problem to be solved in order to reach the goal: how to develop a new brand achieving its recognisability? In the theoretical part we describe brand development definitions and proces of development of new brands, process or steps of preparing development plan and main thing of new brand recognisability are presented as well as a short review of already obsessed case studies and case studies on developing new brands and developing a plan for them with a focus on building recognisability. Analytical part is dedicated to analysing the SportFun case and identifying their problem based on the literature reviewed. In the last part, suggestions for improvements to the current SportFun case is given based on the results of the field analysis. Additionally we also presented marketing communication plan for a better recognisability of the SportFun brand.