Contents

• Introduction 2
• Analysis of Sports Brands with respect to Social, cultural, political and consumer behavior aspects 2
• Positioning of individuals in sport and society through Brands 5
• Critical Reflection on Consumption of Brands 6
• Conclusion 7
• References 9

Description

Brands and sports brands play an important role in modern society as they enable consumers enhance their status and give meaning to their image in the society (Bouchets et al., 2013). Sports brands influence consumers in different ways wherein some people adopt the brands as they compare it with peers and want to be superior to them, some adopt brands for their actual needs and some adopt brands as it enables them to be a part of the community (Jackson & Andrews, 2004). A brand always tries to connect its products to high performers and sports stars, which enables them to create an image in the minds of the consumers that its products can provide them a certain status or influences them to perceive similar aspirations in the sports field (Pedersen et al., 2016). This report discusses the social, political and cultural aspects in sports brands. The report also discusses how brand enables people to position themselves in sports and society. It then critically reflects the consumption of sports brands.