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The New Jersey Nets were active from 1977 to 2012. It was decided by the new owner to go to Brooklyn and rename in "Brooklyn Nets". New Jersey had a big problem with the fanbase. The home crowd could not really identify with their own team or "New Jersey" itself. The fan Bruce Hershfield, who has visited every game for 20 years declared the following about the problems with the fans. "He hopes the move to Brooklyn will finally give the team a fan base that will root for the team all the time. Too many times, there seemed to be as many people rooting for the opposing team." (Jones, 2014)

The New Jersey had a problem with the fans, which could not always identify with their team. In addition lacked the sporting success, whenever you have made a small step in the right direction, the success was made to naught by scandals. The problems were drugs, money and car accidents resulting in death or injury. These problems would knock the Nets off track for extended periods did sometimes last close to decade.

The own vice president Petra Pope could not identify with New Jersey and says that it was a huge problem. In Brooklyn, you can build a fan base, where everyone can identify with the team and feels belonging. The problem of their own fanbase will again clear by the statement from the former Nets coach Lawrence Frank and current Pistons: "When they go to Brooklyn, it's going to be a whole different fan base." The team goes to Brooklyn, because she has a problem with his own fans. (Jones, 2014)

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Bring brand awareness: As they move to Brooklyn, the Nets are planning to polish and shift their marketing image. First ly the New Jersey Nets became the Brooklyn Nets. The franchise unveiled its new visual identity, complete with team colors and logo. It may be useful to include a visually more distinctive element to a team’s visual identity.

From humble introduction to bold loyalty: In the frist season, Yormark and the Nets marketing team created and introduced the team’s successful “Hello Brooklyn” campaign at the new Barclay’s Center which designed to acqyure new fans. Nets CEO Brett Yormark positioning theirselves from a sports logo to a trendy lifestyle brand. Hence they shift in slogans from "Hello Brooklyn" to "Are you ready?"( Brett Yormark,2014)

Converting the fans: Behind the high-profile "We are Brooklyn" campaign, plastered ererywhere from subways to Times Aquare which also represents Barclays Center, the Nets‘ new home. In keeping with theri goals to program Barclays Center, they come out five distinct franchises include: Brooklyn Nets, Brooklyn Boxing, Brooklyn Hoops, Brooklyn Shows and Brooklyn Family. This way can build highly targeted consumer offers like attracting boxing fans and concert-goers in Nets pre-sale offers. Fund reward the Brooklyn Nets‘ commitment to relevance with enviablke engagement rates. The satisfied consumers will, in turn, become brand loyal or repeat purchasers. For thr direct mail, the team focuse on previous purchasers and new movers which covered all theri potential costomers.

Socila media: In addition, the Nets used social media channels to slowly start their new brand over time instead of announcing it at a special event. This atrategic can reach a lot of audience including the youger fans who aleays check theirsmart phone as well. Nets worked with partner airline JetBlue on a ForBrooklyn Twitter hashtag promotion which is a good public relation tool, culminating in on-court skill contests. Beyond Twitter, the Nets have an entrenched presence on Facebook and are expanding the use of targeted posts and lookalike audiences. This is more effective because most people used to check their Facebook at morning and night. On any social plateform, the team is careful to stick with indirect message rather than outright push for conversion. Because they want people to engae with them online. Social and mobile patforms also play a significant role in the game-day experience. The team encourage fans to shaore their courtside photos throught the smartphone and select entries are shown on scoreboard during stoppages in play which bring a lot of fun to the fans. They are happy to see themselves on scoreboard.

Focus on product quality: The Nets attempted to heavily emphasize Jay-Z’s

connection to their team rebrand. They know that if the team tied itself to a famous face, it would result in instant credibility, respectability, admiration and ultimately brand equity from fans, media members and other franchises.

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Bibliography Jones, B. (2014, April 23). USA Today. Retrieved from http://usatoday30.usatoday.com/sports/basketball/nba/story/2012-04-22/Nets-35-year-run-in-New-Jersey-ends/54478922/1

Michael Wunderlich. "THE REBRANDING OF THE BROOKLYN NETS: A DISCOURSE ANALYSIS” etd.lsu.edu. May 2013. Web. Oct 24,2014 Retrieved from