Managing a Dynasty:

An in depth look at what drives the Chicago Bulls

Collin J. Myers

Collin J. Myers

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Daaa Bulls

The Brand Audit you are about to read is not your typical audit of a company

such as Wal-Mart, Apple, or Starbucks. This audit will involve all the technical terms you

would find in your typical consumer goods audit, but itʼs modeled around an industry

that offers an experience. I find Auditsʼ on consumer companies to be quite informative

but at the same time cliché and predictable. Over the past few decades all types of

business have experienced an increase in Brand Awareness and Management.

Managing the image of oneʼs company, franchise, products or services has become

vital to sales and success. Keeping your image stain free has also become important.

The way people perceive or associate a brand determines how positive they feel about

it. Creating positive brand associations allows a brand to build strong equity and loyalty

amongst its customers, almost guaranteeing success. A positive past will certainly lead

to strong equity and loyalty.

I have always been a fan of the entertainment industry, whether it is plays,

movies, live music, etc. One form of entertainment that sparks my interest is

professional sporting events. Modern day sporting events offer more than just the

players. Sports organizations, such as professional teams, college athletic departments,

even athletes, increasingly view themselves as brands to be managed. Numerous kinds

of entertainment and marketing are experienced at sporting events. Professional

sporting events are a breeding ground for sponsorships, co-branding, and sub-branding.

By attending a professional sporting event the customer (not always a fan)

experiences whatʼs called a, “Brand Experience”. The brand experience sports teams

are able to offer plays a significant role in franchise success. Unlike most consumer

goods and services, sports have the ability to engage strong emotional reactions in their

fans. On an average sold out night at the Staples Center, only a small portion of

attendance consists of true fans, the rest are just there for the experience. By attending

a customer will be exposed to the options of food, beverages, and merchandise, which

have all been implemented for decades as “part of the experience”. Weather itʼs having

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a $9 Old Style on draft at the Cubs game or having a Summer Shandy at the Brewers

game, it all stems from the experience the franchise has to offer.

Overall, it offers the fan an identity and an opportunity to be a part of something

much bigger than them. Brand experience links with other important factors such as:

brand loyalty, brand equity, brand image, and brand association. To most managing a

professional sports franchise is dependent upon the quality of play your team offers (this

is true for the most part), I will be showing you the large role brand equity plays.

For my Brand Audit I chose the Chicago Bulls. I will start with a short story on the

history of the Chicago Bulls, explaining how past accolades shaped their current brand

equity, I will be breaking down the Bulls brand hierarchy and showing you what the Bulls

offer their corporate partners, I will then give you my thoughts on what I found to be

important issues in maintaining equity. Iʼve also included a 4Pʼs analysis of the Bulls

marketing structure.

History

The Chicago Bulls are an American professional basketball team based in

Chicago, IL. They are a member of the National Basketball Association (NBA) and play

in the Central Division of the Eastern Conference. The Chicago Bulls are known for

having one of the greatest dynasties in NBA and sports history. Dick Klein founded the

team in 1966 after the failed attempts of two previous Chicago NBA teams: The

Packers-Zephyrs (now the Washington Wizards) and the Stags (1946-50).

The Bulls started their franchise career (1966-67 NBA season) by posting the

best record by an expansion team in NBA history, qualifying for the playoffs. The early

successes achieved by the Bulls franchise did not last long; by the late 1970s and early

1980s the Bulls had hit the cellar of the league. Despite being known as a tough

defensive-minded team with players such as Jerry Sloan, Bob Love, Clifford Ray and

Chet Walker the Bulls were unable to make it to the Finals.

The Bullsʼ fortunes would have been forever changed if it were not for a bad coin

flip. The Bulls lost the coin flip for the right to pick first in the 1979 NBA draft, selecting

heads. Had the Bulls won the coin toss, they would have selected the great Magic

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Johnson (arguably the greatest team player in basketball history) who ended up being

selected by the Los Angeles Lakers. The Bulls would continue their mediocre play

through the early 1980ʼs until the 1984 NBA Draft.

In the summer of 1984, the Bullsʼ fortunes finally took a turn in their favor by

receiving the third pick in the 1984 NBA Draft, after Houston and Portland. The Rockets

selected Hakeem Olajuwon first, while the Blazers quickly picked up Sam Bowie as the

second overall pick. The Chicago Bulls selected a shooting guard out of the University

of North Carolina by the name of Michael Jordan as the third pick in the 1984 NBA

Draft. The potential that Michael Jordan held was noticed instantly by owner Jerry

Reinsdorf and General Manager Jerry Krause. The two men concluded that Michael

Jordan was going to be the new face of the Chicago Bulls.

The team was going to be rebuilt around Jordan and his successes, which

management hoped soon followed. Jordan set franchise records during his rookie

season for scoring (3rd in the league) and steals (4th in the league). Jordan led the

Bulls back to the playoffs, for which he was rewarded with a selection to the All-NBA

Second Team and the NBA Rookie of the Year award.

The accomplishments of Michael Jordan would continue despite numerous failed

attempts by the Chicago Bulls at making the NBA Finals. By the 1990-91 season the

Bulls adopted enough talent and experience to be considered a major contender for the

1991 NBA Finals. Accompanying Jordan were players such as: B.J. Armstrong, Bill

Cartwright, Horace Grant, John Paxson and Scottie Pippen. Taking advantage of their

own depth the Chicago Bulls set a then franchise record of 61 wins, and strolled through

the playoffs. After beating their long time rival (The Detroit Pistons) in the Eastern

Conference Finals, the Bulls won the NBA Finals in 5 over the Magic Johnson-led Los

Angeles Lakers.

The Bulls won their second straight title in the 1992 NBA Finals after racking up

another franchise record of 67 wins. The Bulls prevailed over Clyde Drexler and the

Portland Trail Blazers in 6 games. As a result, Jordan won regular season MVP and

Finals MVP to go with his sixth consecutive scoring title. By this time Jordan had not

only created a strong image for himself but one for the Chicago Bulls franchise. Jordan

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became the largest threat in NBA history while the Chicago Bulls became every ones

favorite team.

In the 1993 NBA season, the Bulls accomplished a feat no team had achieved

since the Legendary Celtics of the 60ʼs. The Bulls took down regular season MVP

Charles Barkley and the Phoenix Suns in 6 games to finish up their three-peat. Jordan

once again received Finals MVP after setting a Finals scoring record of 41 points per

game. Jordan also tied Wilt Chamberlainʼs record of seven straight scoring titles. The

Chicago Bulls franchise went from gold to platinum that night. Winning three straight

championship titles is a feat all franchises in professional sports dream of. The result of

the three-peat ran a lot deeper than the numerous business opportunities it brought to

the Bulls and its players. The three-peat casted a strong sense of pride over the city of

Chicago, allowing everyone in the city to come together regardless of what they

represented.

After losing Jordan for the 1993 season to retirement, promises of a successful

season in 1994 seemed doubtful. In 1994 the Bulls lost Horace Grant, Scott Williams,

Bill Cartwright and John Paxson, cornerstone players of the three-peat. They acquired

shooting guard Ron Harper, sharpshooter Steve Kerr and centers Luc Longley and Bill

Wennington. They were not playing terrible but obviously they werenʼt the same team

without Jordan. In March of 1995 the Bulls received the best news since the 1984 draft:

Michael Jordan was coming out of retirement. The Bulls finished well that season but

did not claim the Finals title most expected them to. In the offseason the Bulls lost

another key player in the expansion draft, B.J. Armstrong. In the wake of this terrible

loss, Jerry Krause was able to pull off a masterful deal and acquired the aggressive and

often controversial rebounding specialist Dennis Rodman. The general public and the

NBA were not ready for what was about to take place within sports.

With Phil Jackson as coach and a lineup consisting of Jordan, Pippen and

Rodman, the Bulls began to take form. The Bulls finished that season with a 72-10

record, which remains the best record in NBA history. The team defeated Gary Payton,

Shawn Kemp and the Seattle Supersonics for their fourth title. Rodman received his fifth

straight rebounding title while Jordan won his eighth scoring title. Jordan achieved the

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coveted Triple Crown: regular season MVP, All-star MVP, and Finals MVP. Jerry Krause

was named the Executive of the Year, Phil Jackson Coach of the year, and Kukoc the

Sixth Man of the Year. Jordan and Pippen both made the All-NBA First Team as a result

of the 1995-96 season. Jordan, Pippen and Rodman were all selected for the All-

Defensive First Team, making the Bulls the only team in history to have three players

make First Team. The 1995-96 Chicago Bulls are widely referred to as one of the

greatest teams in the history of basketball. The dominance and teamwork of these men

(Jordan, Pippen and Rodman) left a presence and persona that sold it self.

In the 1996-97 season the Bulls ended the regular season with a 69-13 record.

The Bulls finished the post season in style, winning their fifth NBA title by defeating

John Stockton, Karl Malone and the

Utah Jazz. Jordan earned his ninth

scoring title, while Rodman earned his

sixth straight rebounding title. By this

time Jordan, Pippen and Rodman had

been referred to as the “Triple Threat”,

resulting from their dominance and

loyalty to one another. With the NBA celebrating its 50th season, Jordan and Pippen

were both honored as members of the 50 greatest players of all-time in 1997.

The 1997-98 season was one filled with numerous ups and downs for the players

and fans. Many speculated that this would be Michael Jordanʼs final season along with

Phil Jackson. Scottie Pippen was seeking a significant contract extension that he

thought was well deserved. Despite all the negatives the team had one thing on their

mind, the 1998 NBA Finals. Finishing with a 62-20 record, Michael Jordan would be

named the league MVP for the fifth and final time. The Bulls made quick work of the

New Jersey Nets and the Charlotte Hornets, paving their path to the Eastern

Conference Finals.

The Bulls prevailed in game 7 and beat the Reggie Miller-led Indiana Pacers,

winning the Eastern Conference Finals for the 6th time. In much-anticipated Finals, the

Bulls were up against a smarter and more refined Utah Jazz. Karl Malone and John

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Stockton led the Jazz to an early home win, making the series 1-0 Jazz. The Bulls

would take the next three games before heading back to Utah for game 5, making the

series 3-1 Bulls. The Jazz prevailed during game 5 edging out the Bulls by two points,

83-81. With the series at 3-2 Bulls and game 6 being played in Utah, the Jazz needed to

capitalize having home court advantage or they would see another NBA title stolen by

the Bulls. Down by three points late in the game, Jordan decided to take control. He

made a driving layup to get within 1, then stole the ball from Karl Malone and hit the

game winning shot with 5.2 seconds remaining. With a final score of 87-86 the Chicago

Bulls had won their sixth championship in eight years and completed two three-peats.

Shortly after the season Jordan announced his official retirement from basketball.

Within the next year the greatest basketball team of all time was quickly dissembled and

shaped for a rebuild. Jerry Krause decided that the teamʼs only choices were to endure

a slow painful decline or to rebuild. Players such as Scottie Pippen, Luc Longley and

Steve Kerr were traded, while Dennis Rodman and Head-coach Phil Jackson were not

resigned.

Over the next 11 years, the Bulls would experience drastic lows and encounter

the occasional glimpse of success, but have yet been able to make the NBA Finals. In

2008 the Bulls picked up Chicago native Derrick Rose. The success that has followed

this player has put the Bulls back on the map and placed Derrick in a similar media

position as Jordan. Derrick earned the 2009 rookie of the year award during his first

season providing everyone with high hopes. Leading the Bulls to the Eastern

Conference Finals In 2011, he received the regular season MVP award, becoming the

youngest player ever to win this award. Over the past four years, the Bulls have begun

to build a new image for themselves. One that is slightly focused on Derrick Rose but

more focused on the even mix of A- players that the Bulls have. Players such as Luol

Deng, Joakim Noah, Carlos Boozer, Jimmy Butler, Kirk Heinrick, and newest addition

Nate Robinson.

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Brand Equity

The reason I informed you of the Bulls past was to explain how significant it is

when identifying the Chicago Bulls today. Until recently the Bulls dynasty has been the

driving force behind their franchise.

The mark left on the nation by the

90ʼs Bulls will never be forgotten or

discredited. From a marketing

stand point the Chicago Bulls donʼt

even have to be promoted they have become a heritage brand that will be passed down

for generations, similar to the Boston Celtics. Today when most hear the name Chicago

Bulls, common responses can range from: Greatest sports dynasty of all time, Michael

Jordan, and six-time world champions. When dealing with sports teams, history and

tradition play a major role in how the team is perceived. Luckily with sports confusing

one teams brand equity with a competitor is near impossible because they are mostly

based on success. The Bulls have obtained strong, unique and favorable associations

(6 championships, greatest NBA record of all time, etc.) assuring stable brand equity

and loyalty.

Associations:

* Michael Jordan * Scottie Pippen * Dennis Rodman * Phil Jackson * Benny the Bull * Dynasty * 6 National Championships * Two 3-peats * United Center * Derrick Rose

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After the departure of Michael Jordan the Chicago Bulls experienced 11 years of

mediocre basketball with four of those being the worst streak in franchise history. The

seasons following Jordanʼs retirement the Bulls ended the 99ʼ season with merely 13

wins, the 00ʼ season with 17 wins, the 01ʼ season with 15 wins and the 02ʼ season with

only 21 wins. In four seasons the Bulls only won 66 games, 6 games less than the NBA

regular season record (72-10) they set in 1991. To fans everywhere the Bulls looked like

they were headed towards a franchise meltdown (remember most think that if the

players are loosing then the franchise is too). During these horrendous times the Bulls

managed to sell out every game for the next three seasons (99ʼ-01ʼ).

The Bulls have only made it to the Eastern Conference Finals 3 times and never

the Finals since the team was broken up. Despite this failure, the Bulls are still ranked in

the top 3 for attendance amongst all NBA teams in the past 11 years. The Bulls have

lead the NBA in cumulative attendance since Jordanʼs retirement even though in the six

years following his retirement the Bulls win loss record was the worst six-year win loss

record in NBA history.

Until recently, the Chicago Bulls have had no other sources of equity besides

Jordan and the legendary teams of the 90ʼs. Over the past four years, the Bulls have

been able to put themselves back in the mix as a Finals contender. The Chicago Bulls

brand equity has recently taken on new form since the Bulls of the late 90ʼs. New

responses to the Chicago Bulls have become

associated with key players such as Derrick

Rose, Joakim Noah, Nate Robinson and Bulls

head coach Tom Thibodeau. This started

with the success of Derrick Rose, but is not

limited to just Derrick Rose. The Chicago

Bulls have an image unique within their own

right. This is due to their ability to mesh A- to

B players into a consistent team with strong comradery amongst players. There is no

selfishness or favorites in the Bulls franchise, all players are equally respected and

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remain level headed. The humbleness of Derrick Rose is a key contributor that enables

this unique social communication.

Derrick Rose is a Chicago native who was selected as the first overall pick by

the Bulls in the 2008 NBA Draft, turning professional after only one year of college

basketball at Memphis. Despite his age, management and fans were leaning on Derrick

to help win the Bulls a coveted 7th National Championship. Derrickʼs success started

early by being awarded Rookie of the Year honors in his first season. By the end of the

2011 regular season Derrick became the youngest player ever to win the NBA regular

season MVP Award while the Chicago Bulls held the no.1 ranking in the Eastern

Conference. The Chicago Bulls made it to the Eastern Conference Finals in 2011 for

only the 4th time since the departure of Jordan and the “Triple Threat”, eventually

loosing to the Miami Heat and the NBAʼs new “Big Three”.

The 2012 season held great promise for the Franchise until Derrick Rose tore his

ACL in the 2012 playoffs. Many thought that this was the end of the Bulls run for a 7th

World Championship and the end of Derrick Roseʼs potentially golden career. It can be

seen through the 2013 season that the injury of Derrick Rose has only brought the team

closer together while teaching the team and management how to survive without their

greatest piece of equity.

As a result, the new equity of the Bulls is heavily influenced and associated to the

90ʼs teams but is slowly starting to shift towards the image of Derrick Rose and his loyal

companions. Derrick is considered to be one of the most humble players in the NBA,

some saying heʼs too humble, enabling the Bulls to build their equity and image around

this rare characteristic. His style of play and attitude on the court is also unique and very

appealing to fans from every team. The most important characteristic about Derrick is

the fact that he was born and raised in Chicago. Derrick grew up watching the 90ʼs Bulls

finish off their dynasty and plays with more pride than anyone on the court.

The greatest entity that the city of Chicago and its fans took from the Bulls

dynasty is a sense of pride. The pride of the Chicago Bulls has never died out even

through all the poor play over the years. The 2013 season is a sign of how strong this

pride is amongst the fans and players. Despite the Bulls being ousted by the Heat in five

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games, the Bulls put up an amazing post-season fight. The Bulls gave no excuses

despite having the majority of their best players out with injury for the 2013 playoffs. In

2014, the return of Derrick Rose and the ʻnewʼ Chicago Bulls have the potential to

enhance the positive equity of the Chicago Bulls, through a 2014 World Championship.

Brand Hierarchy The elements that make up the brand hierarchy of a sports franchise drastically

varies to a company like Intel or Microsoft. The two most important entities when

building a brand hierarchy for a sports franchise is an effective team logo and a

memorable mascot to represent your team. The logo will be placed on numerous pieces

of merchandise that fans will purchase so they can represent their favorite team. The

effects of having a funny or energetic mascot will add to the experience being offered to

the fans. In America, a subculture and an obsession with mascots exists, because it

offers the fan a way to further identify with the team.

The Chicago Bulls logo is a red bullʼs face with an angry expression and horns

tipped with blood, Theodore W. Drake developed the logo in 1966. The Bulls logo is

very powerful and prominent in the NBA due to there past success. The color red plays

a pivotal roll in the teamsʼ effectiveness as well, representing love, passion and

determination.

Benny the Bull started his campaign during the 1969 season. For more than 40

years, Benny has been entertaining Chicago Bulls

fans, first at Chicago Stadium (1969-1994), and then

the United Center (1994-present). He has become

just as recognizable as some of the Bulls most

notable figures, such as Michael Jordan, Scottie

Pippen and head coach Phil Jackson. Benny is also

one of the longest held mascots in the NBA and in

all of professional sports. On May 15th, Forbes

announced that Benny the Bull is the most popular mascot in America. In addition to

performing stunts and entertaining the crowd, Benny also makes public appearances

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throughout the greater Chicago area on behalf of the Bulls. As a member of the Bulls'

All-Star Reading Team, he appears at schools to promote literacy and the importance of

a good education.

The Chicago Bulls brand hierarchy extends far past the traditional logo and

mascot. A new trend in sports hierarchies involves bringing old faces and past players

back into the operations of their team. These

players are injected into the franchise as

assistant coaches, radio commentators, TV

commentators and half-time commentators.

This allows the fans to feel a sense of history and helps strengthen loyalty. For

example, Scotty Pippen is highly active in the Bulls community and present during many

home games. At times Scotty gives feedback through commentary or makes his

presence known courtside cheering on the team.

The Bulls have numerous in-game brands that represent them and also an

extensive list of affiliated organizations outside of the stadium that bear the Bulls logo.

Game night brands that are used are different groups of performers that entertain either

at halftime or during timeouts. These performers are all branded with catchy names

relating to the Bulls like the IncrediBulls. The IncrediBulls are in charge of launching t-

shirts and throwing prizes into the stands. Benny the Bull being the king of game night

branding is the most recognizable. A close runner up to Benny is the dance team called

the LuvaBulls. The LuvaBulls are almost as recognizable to basketball as the Dallas

Cowboy cheerleaders are to football. The rest of the brands you will find bearing the

Bulls logo are listed below:

Game Night Brands Outside Brands * Benny the Bull * CharitaBulls * LuvaBulls (performers) * Bulls Beat (pod cast) * IncrediBulls (entertain) * BullsConnect (online community) * The Stampede (Chicago Bulls Drum Line) * BullsTV * Bucketboys (performers) * Bulls/White Sox Sports Camp * Matadors (entertain) * Bulls Achieve to Read * Swinginʼ Seniors (entertain) * Chicago Bulls Family Center * Scottie Pippen (commentator, past player) * Bill Wennington (commentator, past player)

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Corporate Partnerships Corporate sponsorship in sports benefits everyone from the corporate mangers

all the way down to the players. Corporations that sponsor events or players seek a

variety of benefits, two of which are enhancing/reinforcing brand image and building

brand awareness. The different types of corporate sponsors a team has can range from

an airline company to a shoe company. Presence on the court or in the stadium is the

position that corporate sponsors want, giving them the best chance for fans to notice.

Corporations also sponsor athletes and teams to generate strong and positive brand

associations. Corporate sponsors

also place importance on how well

the team/player is perceived by the

NBA and its fans. For example,

NIKEʼs sponsorship of Michael

Jordan starting in 1984 is one the

most famous examples of how

sponsorship can lead to enhancing a brand. Nike started putting “air” technology in their

shoes (air pockets in the soles) and was looking to promote their new basketball shoe.

NIKE decided that Michael Jordan would be a great fit because of his association with

“air”, stemming from his ability to jump and stay airborne. The birth of the Air Jordan

shoe was created putting NIKE on the map for decades to come.

Due to the Bulls success they have been able to adopt some of the strongest and

most loyal corporate partnerships in sports. In the NBA corporations like Gatorade,

Adidas, and KIA sponsor the entire league. Aside from these The Bulls have

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partnerships with United Airlines (The United Center), Anheiser Busch, Coca-Cola,

Harris Bank, AT&T, McDonalds, Lexus and Levy Restaurants. All of the sponsors play

key roles in the success of the Chicago Bulls. For example, in California there are a

small population of people who enjoy eating McDonalds and large a population of

people who think negatively of it. On the other hand, people in Chicago love McDonalds

so much that it is closely associated with the city of Chicago (adding to the experience).

Arenas like the Staples Center put California Pizza Kitchens in because itʼs highly

associated with Los Angeles. The Bulls offer these corporations numerous benefits,

some of which are tradition, fan loyalty, a rich positive past and outstanding attendance

records.

Although these benefits are highly regarded the corporations want the best spot

to promote themselves in and out of the stadium. The craze of social networks and cell

phone apps have opened a whole new market for sports organizations and corporate

sponsors. The Bulls offer a variety of social networking/media options to their corporate

sponsors.

Media Options:

* Facebook * Twitter * BullsTv * MyBulls * Bulls Mobile * BullsConnect.com * Bulls.com * Radio Adv. Aside from all the new ways corporate sponsors can associate themselves with

the Bulls, The Bulls offer a wide variety of traditional promotional opportunities for their

corporate partners.

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Corporate Options: * Bench Chair Bottoms * Tunnel Banners * 360 degree Animated Messaging * 100 level Text Messaging * Court Side Rotational Signs (AD Time) * United Center Scoreboard * BullPen Game Program * Bars/Lounges * Restaurants * Merchandise Booths Future Suggestions In 2011, two important events took place that exposed the new generation of

Bulls fans to the past. 2011 marked the 20th anniversary of the Chicago Bulls first World

Championship and the induction of Dennis Rodman to the basketball hall of fame.

Knowingly the Bulls ran numerous campaigns rekindling the beginning of what became

two 3-peats and one of the greatest decades in basketball history. The forms of

promotion they used for this were online stories, short videos before games and

numerous past player interviews. Involving past players in media is something I think is

very important. It will offer the younger generation a look into these idols personalities

and allow them to ask their parents about this great dynasty, further building positive

associations. It will offer the older fan a taste of the good old days sparking their loyalty

and interest in the Bulls. Teams and Athletes increasingly attempt to develop brand

associations that portray them as being charitable or involved with the community. The

Bulls already commit a good portion of their resources to giving back to the community

but involving past players with this would also be beneficial.

The Bulls should continue to focus on building the brand image of the “new”

Chicago Bulls. Derrick Rose and his loyal teammates are a huge entity that

management needs to capitalize on. The Bulls humble personality gives the franchise

an advantage because in the NBA egoʼs run quite large.

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After the 2013 season, the Bulls image and loyalty are the highest since 1998.

Social media and digital enhanced media should be used heavily for the ʻReturn of D

Roseʼ. A series of videos should be made with D Rose and teammates involved to

highlight the importance of the 2014 season. The clips should take place on the court

but also across the city. The team could be filmed running through the streets of

Chicago in their training equipment similar to the legendary “Running of The Bulls” used

during pre-game announcements. This will make fans feel as if they are equals to how

the Bulls train. A dribbling face off match between D Rose and Nate Robinson at the

bean in their uniforms could also be a part of the video series. Lastly, sending the

players to the blacktop courts of Chicago (safety permitting) to film them playing a

couple pick-up games with the potential future players of the Bulls would help build

loyalty and potentially help with the amount of violence seen in this part of Chicago.

Incorporating our beautiful city into add campaigns is the future of building a stronger

community.

The faces of the organization such as Jerry Reinsdorf and Stephen Schanwald

should also be included in these videos to develop a stronger brand community

amongst Bulls fans. Let the public be exposed to the men behind the scenes of the Bulls

Franchise. The video series should be made through Collaboration with Chicago

musicians (Kanye West or Common) and famous directors (i.e. ESPN 30 for 30).

Social media has become heavily based around Twitter, Instagram, and

Facebook. The Bulls should embrace the effectiveness of what photography does for

fans. Many things can be learned from a simple photograph, photography is a cheap

and easy way to deliver a message to fans. The build up to the 2014 season should

include ʻThe Return of D Roseʼ, ʻThe Emergence of Jimmy Butlerʼ, ʻThe Swag of Nasty

Nateʼ, and ʻThe Energy of Joakim Noahʼ. These are the newest areas of focus the public

are chatting about.

Based on the Bulls attendance history the only piece left to enhance their equity

is a 2014 National Championship, it would enable the Bulls to become the mecca of

basketball once again. The great part about the Bulls franchise is that it currently sells

itself due to their past and recent accolades. The excitement of the 2014 season needs

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to be fostered and marketed in a way that brews intimidation amongst other NBA teams.

Everyone must know that the Chicago Bulls and the city of Chicago will be an

undeniable force in the 2013-2014 NBA season.

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The Four P’s of Branding Product The word product puts an image in the mind of something that is worth material

value, itʼs not closely related to an experience at all. The Chicago Bulls are able to offer

its fans and customers both. By attending a Chicago Bulls game you enter into a

subculture filled with history and tradition, creating an experience that runs much deeper

than basketball.

It starts with the Bulls history on the mega-screen during warm-ups, which then

comes the famous “Running of the Bulls”. The running of the bulls started in the Jordan

era and today plays a pivotal role in their brand experience. Before announcing the

players the mega-screen contains a herd of bulls running through all the iconic parts of

the city before making their way to the United Center and busting through a bus with the

opposing teams logo on it. All the lights in the arena are shut off besides spotlights on

the players and the Bulls logo center stage; the aura in the building is something worth

experiencing in its own.

Fans are also able to buy their favorite team merchandise sold in stores and

booths throughout the stadium. Food and beverage sales make up the rest of the

products offered at Bulls games. In the e-commerce age having an online website is a

must to sell and market your products. The Bulls offer shop.bulls.com, which has

thousands of different products, all endorsing the Bulls logo. These products can be

categorized as:

Merchandise: * Menʼs * Headwear * Womenʼs * Collectibles * Kids * Home & Office * Jerseys * Novelty

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Price The price of experiencing a Bulls game or any sports event is dependent upon

how close you sit to the action (players). The United Center is divided into three levels:

100 level (closest stadium seating), 200 level and 300 level seating. The Bulls offer floor

seats behind both benches ($1000), under each hoop ($900), cross-court from the

benches ($1000+), and offer 4 seats next to the head coach for both teams ($1400 a

piece). The Bulls also offer box suites to it customers and corporate partners. A suite

can be rented out for a package price including food and drink, or corporate partners

can purchase the box for a whole season, which entitles them tickets to every event at

the United Center and catering ($360,000). Prices vary at all stadiums largely

depending on the equity and demand of the team. Tickets to see the Bulls are priced at

a premium and rarely fluctuate due to their strong history. The regular seating and

prices are below:

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Place

The Bulls play all their home games at the United Center since its erection in

1994. The United Center covers 960,000 square feet and is the largest arena in the

United States in physical size. Aside from the Bulls, the Chicago Blackhawks also claim

The United Center their home. The United

Center hosts over 200 events per year

including concerts, on ice performances and

the occasional circus. Over the years the

United Center has picked up a couple

nicknames: The UC, The Madhouse on

Madison and The House that Jordan Built.

The Bulls are also able to promote themselves every time they play thanks to television.

Local and National television broadcasts allow virtually everyone a piece of the

experience. In recent years the Bulls have developed BullsTv and the Bulls Radio

Network so that everyone can catch the game. Developing social media networks and

smart phone apps has been highly beneficial for sports teams. It allows the fan to feel

like their part of the team wherever they are.

Promotion The way a professional sports team promotes their franchise is very important

because if the seats are not filled then revenue cannot be generated. The Bulls focus

more than half their management on marketing alone. In the Chicago Bulls case

promoting their team is fairly easy because of their rich history. The Bulls hold a highly

respectable stance in the NBA enabling them room for error when experimenting with

new promotions. Over the past decade, the Chicago Bulls have more than struggled

with the basketball side of their franchise. Luckily their past has kept them a float and

allowed their promotions to be centered on the Jordan era.

In the past four years, the Bulls have taken a positive turn in player quality. The

new Bulls era has just begun beginning with Derrick Rose. Bullʼs promotions can be

seen all over the city of Chicago on billboards, taxis, buildings and restaurants. A large

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focus of Bulls management is continually

creating new types of in-game promotions

and entertainment to enhance the fans

overall experience. The franchise is also

promoted in a positive manner through

many local charities and community help

projects.

The 21st century has brought on a major shift towards digital promotion and

digital communities. The Bulls have capitalized on these trends through the many links

and communities found on their website such as mobile apps, online streaming, radio,

podcasts, and many more. Examples can be found in the brand hierarchy section of this

paper and also on the pages that follow.

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Brand Hierar chy

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Corpora t e Par tner s h i p s

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Seat ing

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R efer en c e s Stephen Schanwald (Executive Vice President-Business Operations & Alternate NBA Governor) http://www.nba.com/bulls/news/steve_schanwald.html http://www.nba.com/bulls/community/community_index.html http://en.wikipedia.org/wiki/Chicago_Bulls http://www.nba.com/bulls/sites/bulls/files/media/cpb_1011.pdf http://allworldsport.org/70-brand-management.html http://shop.bulls.com/?sourceid=shop http://www.nba.com/bulls/?tmd=1 http://www.google.com/search?client=safari&rls=en&q=chiacgo+bulls&oe=UTF-8&um=1&ie=UTF-8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=ov_eTvyfKYiFtgfRtpn2Aw&biw=899&bih=701&sei=rf_eToDfL865tge98uXaBQ#q=chicago+bulls+logo&um=1&hl=en&client=safari&rls=en&tbm=isch&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=9e4eb8ac1b362322&biw=1024&bih=733 http://sports.yahoo.com/blogs/nba-ball-dont-lie/benny-bull-most-popular-mascot-america-says-forbes-222605216.html

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