Once a Lakers town, always a Lakers town? An in-depth comparison of the branding and communications strategies of the LA Clippers and the LA Lakers

Sports are universally recognized as a source of entertainment. Individuals all over the world invest themselves and follow their favorite sports teams and athletes. This white paper first examines the overarching notion of fandom, then hones in on two specific NBA franchises: the Los Angeles Lakers and Los Angeles Clippers and offers an in-depth comparison of their branding and communications strategies.;This white paper explores if factors such as location or tradition are the sole reasons behind why fans follow their sports teams and answers key questions such as: What psychological factors drive a fan to follow a losing team? How influential is a team's branding? How important is it to hire superstars? Is there an equalizer when fans have two teams to choose from in their region?;Finally, the author offers insight into some successful Public Relations and branding strategies for attracting and retaining fans.