Study Task 6: Writing a Brief

Brief:
Highlight the differences between female and male professional football in order to increase awareness and recognition for women in the sport.

Research focus/Background considerations:

• Explore how far women's football has progressed to identify if much has changes, compare rate of progression with male football. 
• Explore pay gap between male and female professional footballers 
• Counter stereotypes considered with women in football and change the perception of female football. 

Deliverables:

• series of posters to be placed in public and areas relating to football such as practise pitches and grounds to communicate the message to existing football fans as well as those who may not be as interested.
• document development on blog 
• x6 design boards documenting design process

Mandatory Requirements:

• Highlight identified issues/difference found during research 
• Final product should be finished to a professional standard so that it could be easily visualise/put into place within desired settings 
• Context should show an understanding of the target audience 

Research References :

• Initial Practical Research:
• Bajkowski, S. (2017). How much do women footballers earn? WSL salaries explained. [online] Manchester Evening News. Available at: http://www.manchestereveningnews.co.uk/sport/football/football-news/how-much-women-footballers-earn-1114748 [Accessed 3 Dec. 2017].
• Wigmore, T. (2017). Sport’s gender pay gap: why are women still paid less than men?. [online] Newstatesman.com. Available at: https://www.newstatesman.com/politics/sport/2016/08/sport-s-gender-pay-gap-why-are-women-still-paid-less-men [Accessed 3 Dec. 2017].
• Kessel, A. (2017). English football: when women ruled the pitch. [online] the Guardian. Available at: https://www.theguardian.com/football/2009/sep/10/england-womens-football-team [Accessed 3 Dec. 2017].

• Essay:

•  Kotler, P. and Keller, K. (2003). Marketing management. 14th ed. pp.242-243.
• Clifton, R. and Ahmad, S. (2009). Brands and branding. New York: Bloomberg Press, pp.16-19.
• Aaker, J. (1997). Dimensions of Brand Personality. SSRN Electronic Journal, pp.347-348.
• Frieden, L. (2013). The role of consumer gender identity and brand concept consistency in evaluating cross gender brand extension. Post Graduate. University of South Florida.
• Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), pp.105-119.
• Bem, S. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2), pp.155-162.
• Ye, L. (2008). The impact of gender effects on consumers' perceptions of brand equity: a cross-cultural investigation. University if North Texas.
• Berntson, A. (2006). Branding and Gender: how adidas communicate gender values. Post Graduate. Karlstad University.
• Costa, E. (2003). How the world changed social media. UCL Press, pp.114-115.
• Cohan, J. (2001). Towards a New Paradigm in the Ethics of Women's Advertising. Journal of Business Ethics, 33, pp.323-337. 
• Grow, J. (2017). The Gender of Branding: Antenarrative Resistance in Early Nike Women's Advertising. [ebook] Available at: http://epublications.marquette.edu/cgi/viewcontent.cgi?article=1059&context=comm_fac [Accessed 22 Nov. 2017].