Jami Lobpries, Gregg Bennett and Natasha Brison
The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand…
Abstract
Purpose
The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands.
Design/methodology/approach
Through the qualitative analysis of individual in-depth, semi-structured interviews, various documents, and social media, data revealed themes associated with positioning, personality, and presentation of the female athlete brands.
Findings
Theoretically, the themes provide empirical support for existing brand identity frameworks.
Practical implications
Practically, findings provide evidence for defining an athlete’s extended brand identity that can serve as the foundation for branding efforts that generate long-term value during and after their sport careers.
Originality/value
This case study adds to the extant literature on athlete branding and offers practical content for marketers seeking to brand female athletes.