Titlebook: Sports Sponsorship and Brand Development; The Subaru and Jagua Martin Beck-Burridge,Jeremy Walton Book 2001 Palgrave Macmillan, a division

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Lessons from the Campaigns: The Successful Branding Processchieved, at least for an automotive brand, through the utilization of motorsport. However, the two campaigns were fundamentally different in their detailed objectives and in the manner in which they were established and managed. The Jaguar programme that we have examined had extensive historical roo

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The Results of the Relationshipat profile was formulated on a clear set of strategic goals. That is not in itself particularly innovative or new, but what was unique amongst the Japanese manufacturers in the 1990s, was the clarity and persistence with which they formulated their plans.

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