Grand slam tennis tournaments : What does it take to deliver a unique Sport Event experience ?
This article explores how Grand Slam tennis tournaments can leverage their unique strengths to build stronger brand identities, drawing inspiration from a study conducted using Ipsos' Brand Mental Network (BMN) methodology and Ipsos Facto, Ipsos own safe secured AI tool.
At Ipsos, we believe that the first role of any brand builders is to deeply understand the context in which people are living so marketers can better act with empathy and shape people’s expectations.
- Expectations: What people think and know about the brand
- Context: What’s going on in people’s lives and the world around them
- Empathy: A brand’s ability to understand what’s important to people
Leveraging Ipsos’ Brand Mental Network (BMN), we evaluated the four Grand Slam tournaments, as if they were commercial brands. We discovered more about the people’s expectations towards these four Grand Slam tournaments and more specifically how those big sport events are thoughts of and perceived by people by collecting spontaneous prominent mental shortcuts.
Our BMN analysis of the grand slam revealed a few headlines :
- The Grand Slams : Living a unique experience as a common expectation
- Out of sight, out of mind
- Like for any brand, nurturing memory structure is key to salience
- Brands : are they really left on the sidelines ? Missing opportunities
- If the Grand Slams were a brand : what would they be ? When AI meets Human Intelligence
Brand Mental Networks empower marketers:
Discover your brand through people’s eyes
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Michael Brown
Senior Client Director, Ipsos in Switzerland
