Different Narratives in the Same City: A Comparative Study of Brand Image Construction for Manchester City and Manchester United on the Douyin Platform

DOI: https://doi.org/10.62517/jnme.202610406

Author(s)

Xibo Wen

Affiliation(s)

Marketing and Management, Durham University, The Palatine Centre, Durham University, Durham, United Kingdom

Abstract

The development of 5G technology suggest that short-video platforms such as Douyin have experienced rapid growth alongside football clubs' gradual shift from traditional media to digital platforms. Moreover, the significant findings from this comparative analysis of content published by Manchester City and Manchester United on Douyin could indicate that brand narratives exhibit key characteristics in the digital media environment. Furthermore, the results suggest that brand narratives influence club image on digital platforms in important ways. In light of the evidence that such comparative analyses provide a basis for further study, these results indicate that this type of content could demonstrate measurable influence on audiences. Research shows content style affects engagement. However, the significant evidence suggest that interactive communication plays a crucial role in this process, given that digital platforms demonstrate a key impact on sports brand communication models. Additionally, the findings could indicate that the platform itself appears to shape brand identity in relevant ways. Notwithstanding the complexity of these results, the significant findings mdemonstrate that Manchester City and Manchester United's Douyin accounts present their brand identities in distinct ways. Given that the two clubs employ distinctly different content strategies, the evidence suggest that these approaches could influence the extent to which audiences engage with club brand images. Findings show strategies affect audience engagement. Thus, the evidence suggest that brand communication and image-building by football clubs on short-form video platforms could involve significant complexities worth further study. Therefore, the significant study finds that the types of stories told by different clubs through short videos appear to influence audiences' impressions of club brands. In light of the key results, the study could demonstrate that short-form video platforms suggest a critical transformation of traditional sports brand communication models. Given that the evidence supports these important results, the findings indicate that this transformation could demonstrate broad implications for the field. Study shows platforms reshape brand communication.

Keywords

Football Club; Brand Communication; Narrative Strategy; Brand Identity

References

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