SADIA NAZIR

BBA 2YEARS
MORNING
PRINCIPLES OF MARKETING
ASSIGNMENT : ESPN BRAND CASE STUDY
SUBMITTED BY : SIR ABDUL REHMAN
 ESPN BRAND
INTRODUCTION:
ESPN launched on September 7, 1979, and is 80 percent owned by ABC, Inc., an
indirect subsidiary of The Walt Disney CESPN launched on September 7, 1979, and
is 80 percent owned by ABC, Inc., an indirect subsidiary of The Walt
Disney Company. Hearst holds a 20 percent interest. ESPN was originally conceived
in 1978 and office space was rented in Plainville, Conn., before the Bristol property
was purchased and developed Company. Hearst holds a 20 percent
interest. ESPN was originally conceived in 1978 and office space was rented in
Plainville, Conn., before the Bristol property was purchased and developed.
 Products:
• ESPN The Company reveals the inside scoop on the biggest business
story in sports, detailing the creative and innovative spirit and
practices that drove the programming, products, and services of
the most powerful and prominent name in sports media. The
authors provide a behind-the-scenes perspective on how ESPN
dealt with their many partners and how they handled mistakes and
missteps along the way-from the humble beginnings of ESPN as an
underrated startup to the pinnacle of their success as a major
industry player.
• ESPN and other great organizations invest in their people. They
train them. They believe that if you spend the time and resources
turning talented performers into leaders, you're going to get better
organizational performance and engender higher levels of
commitment and sweat
SERVICES:
• Audience
• Audience Analysis
• Consumer Insights
• Market Intelligence
• Branding
• Perception Studies
• Naming & Architecture
• Identity
• Creative & Production
 STRATEGY:
• As the combined entity’s branding agency, we established a logo for the general brand before building out each
sub-brand to produce a cohesive family of brands. While designing every aspect of this new visual identity, our
team generated an in-depth corporate style guide to define the brand and its proper application. Our branding
leveraged the athletic credibility of ESPN with the optimism and magic of Disney.
• The strategy for WWoS had five functional pillars designed to support these two world-class brands:  
• • CleAs the combined entity’s branding agency, we established a logo for the general brand before building out
each sub-brand to produce a cohesive family of brands. While designing every aspect of this new visual identity,
our team generated an in-depth corporate style guide to define the brand and its proper application. Our branding
leveraged the athletic credibility of ESPN with the optimism and magic of Disney.

• The strategy for WWoS had five functional pillars designed to support these two world-class brands:

• • Clearly defining the WWoS brand and usage

• • Creating a brand hierarchy to encompass every entity involved with WWoS
• • Integrating the Disney brand into WWoS
• • Coordinating design efforts to support the branding initiative
• • Providing materials to properly communicate on behalf of WWoSarly defining the WWoS brand and usage
• Creating a brand hierarchy to encompass every entity involved with WWoS
• Integrating the Disney brand into WWoS
• Coordinating design efforts to support the branding initiative
• Providing materials to properly communicate on behalf of WWoS
Obstacles:
• ESPN and Disney are internationally recognized brands, with brand
restrictions and constraints in place to maintain the world-class status
they’ve earned. From Disney’s design acumen to ESPN’s strong
personality, melding these distinct brands called for a deep dive into each
parent brand. 
• Additionally, WWoS works with many third-party entities, like the AAU,
and a wide variety of travel partners. Promotional material used by those
parties is multi-branded, so our work needed to be flexible enough for
third-party integration, while remaining simple and clear for reliable
usage.
• As we provided our branding agency services, we had to pay attention to
the legalities as well. With restrictions and requirements coming in from
every direction, reviewing materials from both stylistic and legal
perspectives became an all-hands-on-deck activity!
• Summary:
• Thrilled to have the opportunity to work with two
iconic brands, we delivered numerous logo variations
for each venue and Disney-sponsored event along
with a detailed corporate style guide. We’re proud to
have played a role in establishing the new visual
identity of Walt Disney’s ESPN Wide World of Sports
Complex.