Strategic Sport Marketing
David Shilbury, Shayne Quick, and Hans Westerbeek ( http://www.vivagroupindia.com/)
When trademark becomes a product
When teenage fans of a rock band buy all possible merchandise with the name of the band on it, or football fans buy shirts, mugs, jackets and pens with the name of their team on them, what do they buy? They buy the trademark, which becomes a productin itself, says Strategic Sport Marketing, second edition, by David Shilbury, Shayne Quick, and Hans Westerbeek.