Portal de Periódicos da CAPES

Brand and Club Alliances: Manchester United and Britannia Building Society

2005; Emerald Publishing Limited; Volume: 28; Issue: 8 Linguagem: Inglês

10.1108/01409170510784968

1758-6135

Jennifer Rowley,

Corporate Identity and Reputation

Britannia Building Society has launched a collec tion of financial services products in partnership with Manchester United Football Club. Other products have also been launched that are designed ‘exclusively for Manchester City Supporters’. These brand alliances are particularly interesting because both parties have ‘membership clubs’ which reward customers for loyalty. The nature of member association with the respective clubs is different. Britannia Building Society (Britannia) is a mutual building society in the tradition in which investors and borrowers are building society members. Manchester United Football Club (MUFC) is a leading football club and a major consumer brand. The brand straplines on the two Rewards leaflets capture this difference: Britannia: ‘where membership means a great deal’ MUFC: ‘you win, we win’.