Figure 1
The framework shows three horizontally arranged steps connecting two parallel sections labeled “Marketing Agency Practitioner Input” at the top and “Athlete Input” at the bottom. The top section contains three horizontally arranged text boxes labeled from left to right as “Attribute Identification”, “Proposal and Agreement on Pillars”, and “Implementation and Training on Designed Brand”. Three downward arrows emerge from these boxes and point to three horizontally arranged larger boxes in the middle. The first box on the left, labeled “Step 1”, contains the title “Brand Brainstorming” and includes the text “Considering all potential attributes” and “Exploring possible alternative attributes”. The second box, labeled “Step 2,” contains the title “Brand Pillaring” and includes the text “Identifying ‘sellable’ attributes” and “Prioritising attributes based on targets”. The third box, labeled “Step 3”, contains the title “Brand Training” and includes the text “Buy-in on the designed brand” and “Training on good and bad examples”. Rightward arrows connect Step 1 to Step 2 and Step 2 to Step 3. The bottom section contains three horizontally arranged text boxes labeled from left to right as “Attribute Identification”, “Agreement on Pillars”, and “Designed Brand Adoption and Training”. Three upward arrows emerge from these boxes and point to three horizontally arranged larger boxes in the middle. A caption at the bottom reads “Source(s): Authors’ own work”.Athlete brand development process