Branding / Marketing / Strategy


Sport agency rebranding

Author Camila Borsato, University of San Francisco

Posted: October 24, 2015

Tagged: branding / marketing / PR

Managing a brand encompasses constantly dealing with brand-related matters such as image, associations, attributes and sometimes even deeper alternative brand issues as rebranding (Gladden, 2014). The Buffalo Communications, a wide known public relations agency in golf, will strategically expand its market performance to “become a more of a full-service sports marketing firm” (Smith, 2015, p. 10), and therefore is facing a rebranding stage towards brand equity. Re-positioning a brand, or rebranding, consists of present efforts to position a brand in a different means based on previous brand positioning (Malkewitz & Bee, 2014, p. 103).

After establishing a new strategy that consisted of broadening the services offered, a new name was chosen by the agency. Formerly Buffalo Communications is now called Buffalo Brand Invigoration Group (Smith, 2015, p. 10). An organization’s name is a key branding element and it can influence the brand identity. The agency new name follows marketing literature criteria for brand names, including easily pronunciation and spelling, tangibility, positioning and positive connotation (Dalakas & Rose, 2015). Even though its extensiveness, the name is easy to say and to spell what lead to easier associations by the clients. The word buffalo support the use of a concrete symbol that incite logo and brand recall while the use of brand invigoration raise strength and powerful associations. By setting this name as well as other new branding elements, the agency built its new brand and is attempting to achieve brand identity presenting the Buffalo Brand Invigoration Group consistently to their clients (Malkewitz & Bee, 2014, p. 101).

Targeting soccer and outdoors sports and activities beyond golf, the core business of the company, as well as promoting different areas of expertise (Smith, 2015, p. 10) can result in positive brand associations thus creation of brand equity. Brand equity is a “set of brand assets and liabilities linked to a brand, its name and symbol, that add value to or subtract from the value provided by a product or a service” (Gladden, 2014, p. 5). By retaining golf experts and hiring well-known professionals in other target sports (Smith, 2015, p. 10), the agency is highlighting its brand attribute of management/personnel (Gladden, 2014, p. 8). In addition, by adding value and benefits to their traditional and new clients, the agency will be able to develop stronger brand attitudes. In other words, value associated with the service can contribute to a positive impact on client’s evaluation of the brand image (Gladden, 2014, p. 10).

Rebranding was the strategy pursued to change the brand image of former Buffalo Communications, identified as golf public relations agency. (Smith, 2015, p. 10). Brand image is “the strength, uniqueness, and favorability of the associations with the brand” (Gladden, 2014, p. 5). Diversifying the sports knowledge and the business of the agency by including design, social media, strategy development and integrated marketing (Smith, 2015, p. 10) services, rebranding enhanced brand image through reinforcing past attributes connecting to new brand attributes that resulted in increased positive associations. Brand attributes, benefits and attitudes are sequentially related and lead to creation of brand loyalty (Gladden, 2014, p. 11). Hence, the rebranding process resulted in an appealing brand identity, a unique, favorable and strong brand image, brand loyalty as well as brand equity that unified can assist in obtaining the revenue project by Buffalo (Smith, 2015, p. 10).



Dalakas, V., & Rose, G. (2014). Developing Brand Identity in Sport: Lions, and Tigers, and Bears Oh My. In M. P. Pritchard, & J. L. Stinson (Eds.), Leveraging brands in sport business (pp. 109-122). New York, NY: Routledge.

Gladden, J. (2014). Brand Equity: Management and measurement in sport. In M. P. Pritchard, & J. L. Stinson (Eds.), Leveraging brands in sport business (pp. 3-20). New York, NY: Routledge.

Malkewitz, K., & Bee, C. (2014). Undertaking Successful Brand Design in Sport. In M. P. Pritchard, & J. L. Stinson (Eds.), Leveraging brands in sport business (pp. 89-108). New York, NY: Routledge.

Smith, M. (2015, January 5). Buffalo rebrands to move beyond golf. SportBusiness Journal, 17(36). Retrieved from

About Camila Borsato, University of San Francisco

Camila is currently a graduate student in the University of San Francisco’s Sport Management Master’s Program. Born and raised in Brazil, Camila received her Bachelor’s degree in Communications with emphasis in Public Relations from Universidade Federal do Paraná and her MBA degree in Sport Management from Escola Superior de Propaganda e Marketing. Passionate about sport management, she’s exploring various areas in the sport business. This article is an edited version of a paper Camila prepared for Dr. Michael M. Goldman’s Sport Marketing class at the University of San Francisco.

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