Short answer
When aiming for broader market appeal, consider how the current brand identity might be perceived by different audience segments and if strategic evolution is necessary.
- Field
- Innovation & Design
- Source
- The Sydney eScholarship Repository (The University of Sydney) (2012)
- Method
- Historical analysis and case study
- Evidence
- Moderate effect
Shifting a sport's perceived ethnic identity towards a more 'mainstream' image can be a strategic move to enhance its commercial appeal and marketability. This innovation & design research insight is drawn from a 2012 study published in The Sydney eScholarship Repository (The University of Sydney). Using Historical analysis and case study, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When aiming for broader market appeal, consider how the current brand identity might be perceived by different audience segments and if strategic evolution is necessary.
De-ethnicisation of Sports Brands Drives Commercialisation
Shifting a sport's perceived ethnic identity towards a more 'mainstream' image can be a strategic move to enhance its commercial appeal and marketability.
The Sydney eScholarship Repository (The University of Sydney) · 2012
Key Findings
- 01Football administrators actively worked to reduce the game's ethnic associations.
- 02This de-ethnicisation was a deliberate strategy to attract a broader, 'mainstream' audience.
- 03The introduction of a professional league in 2004 coincided with and was facilitated by these efforts.
Application
Design takeaway
When aiming for broader market appeal, consider how the current brand identity might be perceived by different audience segments and if strategic evolution is necessary.
How to apply
Analyze the ethnic or cultural associations of a product or service and assess if they align with the desired target market. Develop a phased approach to brand evolution if necessary.
Project actions
- 01Consider how a product's current branding might limit its appeal to a wider audience.
- 02Research historical examples of brands that have successfully rebranded to reach new markets.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a historical perspective on brand evolution in sports.
- +Links cultural perception directly to commercial outcomes.
Limitations
The success of de-ethnicisation can be subjective and may alienate existing loyal fan bases.
Reliability & validity
The findings are based on historical interpretation and may be subject to researcher bias. Validity is strengthened by the long time frame studied and the focus on administrative actions.
Think critically
To what extent does the pursuit of commercialisation through de-ethnicisation risk diluting a brand's unique cultural heritage and alienating its original supporters?
Design Principles
"Brand identity can be strategically reshaped to achieve commercial objectives."
Designers and brand strategists can learn from how sports organizations have intentionally evolved their brand identity to broaden their audience. This involves understanding how to balance heritage with the need for wider commercial adoption.
What This Means for Your Design
Sports teams sometimes change their look or how they talk about themselves to get more fans and make more money, especially if they used to be known for being popular with just one type of group.
How to use in your project
- 1.Use this research to justify a strategy for rebranding or repositioning a product to appeal to a broader demographic.
- 2.Cite this study when discussing the commercial benefits of de-ethnicising or diversifying a brand's image.
Add to My Project
Quick Cite
Paragraph starter
The strategic de-ethnicisation of a brand, as observed in the evolution of Australian football, demonstrates how altering perceived cultural associations can be a powerful driver for commercialisation and market expansion. This approach aims to broaden appeal by shedding niche identities in favour of a more 'mainstream' image, thereby opening avenues for increased revenue and wider consumer engagement.
Source
The Sydney eScholarship Repository (The University of Sydney)
Off the Ball: Ethnicity, Commercialism and Australian Football, 1974-2004
journal · 2012
View sourceQuestions About This Research
- What does the research say about de-ethnicisation of sports brands drives commercialisation?
- When aiming for broader market appeal, consider how the current brand identity might be perceived by different audience segments and if strategic evolution is necessary. Evidence: The Sydney eScholarship Repository (The University of Sydney) (2012).
- Why does "De-ethnicisation of Sports Brands Drives Commercialisation" matter for design?
- Designers and brand strategists can learn from how sports organizations have intentionally evolved their brand identity to broaden their audience. This involves understanding how to balance heritage with the need for wider commercial adoption.
- How can designers apply this research?
- When aiming for broader market appeal, consider how the current brand identity might be perceived by different audience segments and if strategic evolution is necessary.
- What were the main findings?
- Football administrators actively worked to reduce the game's ethnic associations.. This de-ethnicisation was a deliberate strategy to attract a broader, 'mainstream' audience.. The introduction of a professional league in 2004 coincided with and was facilitated by these efforts.
- What research method was used?
- Historical analysis and case study.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2012 journal from The Sydney eScholarship Repository (The University of Sydney).
- What should I do differently in my next project?
- Analyze the ethnic or cultural associations of a product or service and assess if they align with the desired target market. Develop a phased approach to brand evolution if necessary.
- What are the limitations?
- The study focuses on a specific sport and geographical context, and the long-term impact of these strategies on fan engagement and cultural representation is not fully explored.