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Jason Kelce - Perfectly Unplanned: A Dive into the Personal Branding of an NFL Athlete
內容大綱
Jason Kelce, an NFL player and athlete recognized around the world, had built a strong personal brand over the course of his career. He had reinvented himself and worked hard at honing his own personal branding, successively building a successful platform for each venture and staying forward-looking about his future after retiring from football. By 2023, Kelce was at a crossroads. He was not quite ready to hang up his Philadelphia Eagles jersey, and he knew that managing his own personal brand was a full-time endeavour as well. What was the best way to further develop his brand so that it would continue to flourish post-NFL career? What kinds of projects should Kelce take on next?
學習目標
This case can be used in marketing courses at the undergraduate and graduate levels, both in person and in an online format. It can be taught in a core marketing class and in specialty courses that cover diversity and inclusive marketing communications, sports management, digital marketing, and integrated marketing. It can also be used for executive audiences to illustrate the intersection of effective personal brand and corporate brand management. Finally, this case is suitable for any sports marketing-related course related to discussing athletes, social media, and their branding opportunities. After completing this case and analyzing the assignment questions, students will be able to do the following:<ul><li>Understand the development over time of an enduring personal brand.</li><li>Evaluate the flexibility of a personal brand, giving consideration to how many different categories the brand can occupy yet still retain authenticity.</li><li>Explore the importance of timing in extending a brand.</li></ul>