The All Blacks New Zealand Rugby Team works hard to establish a new brand indentity

The New Zealand rugby team is a business, especially since professionalism in sport spread to the Rugby Union. The team has stakeholders who are given a return on their investment, and the product is in the hands of the players. As a result, the market environment has changed, and with it comes customer expectations. The profile of the game in general has risen, and rugby teams are now becoming conscious of the fact that their image can impact business revenues significantly.

Manager John Hart said how much his New Zealand rugby team now realizes "the value of image and the power of marketing." "All Blacks" is the brand name of the New Zealand rugby team. In the past, the team has not enjoyed a good image despite consistently winning more games than any other international teams. According to All Blacks' management, the team was viewed as cold, remote, stern, unforgiving, and reticent. People perceived the team to be arrogant and full of themselves, and their behavior on and off the field tended to reinforce this unfavorable perception. This image of tough invincibility helped them win many games when the odds were down through pure psychological means, when the physical skills of both teams were even.

But this is changing. The All Blacks are conscious that they have a brand that they intend to market effectively. They realize that the development of a brand in the new business of rugby involves more than scoring higher points than the opposition-it is about being admired. The All Blacks have made the decision to send a clear signal about their team and their sport, and to change the world's perceptions of them, all towards creating a better image. This principally involved working hard to bring about a personality change for the brand. It was based on making themselves more approachable and friendly; being admired, loved and envied; and being professional and individualistic. No code of conduct or personality statement was laid down, but the team culture had to change.

To effect this change, players were encouraged to express themselves as individuals on and off the field, but within the confines of the All Blacks tradition of no one man being greater than the team. Even walking about town was encouraged unlike before. Every team member was made aware of the image he should be projecting. As their inspiring captain, Sean Fitzpatrick, said: "We are always very aware to promote our brand in our behavior and presentation, individually and as a group." Professionalism on and off the field was also emphasized. The new personality also encompasses humility, as Fitzpatrick states: "We have always striven to improve and be better. We don't think of ourselves as being great."

Visually, the team also tries to project a consistent brand identity, rejecting photography shoots that do not reflect the brand or result in the right image. It was a determined effort by all who joined the business, not just the players.

The result is that the All Blacks are still one of the top teams in the world of rugby, and are now gaining share of heart as well as share of mind.

Brand strengths: Professionalism, consistency, establishing a brand culture

Excerpted from Branding in Asia by Paul Temporal. Click on the book title to order from Amazon.

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