The dynamics of brand equity, co-branding and sponsorship in professional sports

Globalisation has been one of the most significant determinants of growth in the sports industry worldwide, especially with the increasing importance of brand creation, brand awareness, brand image, brand identity and brand equity. Professional sports teams have become top sports brands through leverage with major company sponsors. Sports marketers have had to become much more entrepreneurial to create competitive advantage for sports organisations and deliver relationship value to consumers. Company sponsorships are prominent drivers of brand strategy around the world. They help create an extended consumer experience and are becoming a strategic vehicle for creating co-branding partnerships between sports organisations and multinational companies. This study reports data from a survey of the top marketing and communications executives in sports and company organisations in New Zealand and as well as a qualitative content analysis of core documents and websites. The study provides insights for sports marketers seeking to: use sponsorship as a prominent driver of brand strategy; employ co-branding as a strategy to create an extended consumer experience; build strong brands through efficient co-branding articulation strategies. The study also provides recommendations for sports organisations and companies to formulate their marketing communications and brand strategies from the perspective of a co-branding relationship.

Remedies in equity : the laws of Australia

A clear and simple overview of key remedies in equity. Extensive case examples and factual discussion complement a thorough examination of established principles. This includes coverage of the latest judicial decisions and any statutory modification of the remedies in equity. Wright, University of Adelaide; Hepburn, Deakin University.

Discourse of conscience in the assessment of voluntary assignments in equity

This article examines the continuing suitability of the existing Australian test for determining when a voluntary assignment of legal property has passed in equity. It suggests that the current test, which focuses upon the ‘completion’ by the donor of the all the necessary transfer formalities, and the underlying equitable maxims that support it, should be revised to better reflect the dual concerns of assignment and constructive trust. The article reviews the English authorities, in particular the English Court of Appeal in Pennington v Waine, which held that the equitable jurisdiction can validate a voluntary assignment of legal property where, in the circumstances, it would be unconscionable to allow the donor to resile. It is argued that this approach represents an appropriate progression because it provides greater scope for a particularised examination of the intention, circumstances and behaviour surrounding the purported assignment. A test which encourages greater contextual examination of the overall circumstances underlying the assignment process is consistent with the core expectations of equitable methodology. It supports the multi-layered process of determining whether a donor intended the assignment and further, whether that donor should be held liable as constructive trustee.