Team Brand Personality and Fan Perspective Congruence of the Big Four Professional Sports Teams in Detroit

Abstract

Brands extending themselves with qualities which appeal on an emotional level with consumers is becoming more common. This paper aims to address the brand personality in which the Big Four Detroit sports franchises market and how fans perceive each team’s brand personality. The Lions, Pistons, Red Wings, and Tigers each market in different ways, while remaining distinct to Detroit fans. This paper intends to address each franchise’s ability to connect with fans and judge how well they do this.