From Juventus FC, US Track and Field, AFC Ajax, AC Milan and FC Barcelona to Battling Several Years of 'Yeah, but No, but Yeah, But…': International Brand Positioning Challenges and Opportunities Facing Basic Net SpA with Kappa(R). Where's Tomorrowland-ing?

Basic Net SpA are a publicly listed company based in Turin, Italy. The group own the registered trademarks and brands; Kappa(R), Robe de Kappa(R), Superga(R), K-Way(R), Sebago(R) Jesus Jeans (R), Briko(R) and Sabelt(R). Via a wholly owned licensee BasicItalia SpA the group operates direct to consumer retail distribution via brand and factory outlets. Yet, the company operates globally through a network of independent licensees in different markets and territories. The group supports the licence network via co-ordinated services activities focussing upon Information technology, product Research and Development (R&D), local distribution, local marketing and communications and international production sourcing. The best performing brands at the moment in terms of revenues generated across 'The Network' are from Kappa(R); Robe di Kappa(R); Superga(R) and K-Way(R). Consolidated revenues from direct sales and royalties are EUR183.5m and across the network almost an additional EUR750m. Internationally, the perception and positioning of their two largest revenue generating brands Kappa(R) and Robe di Kappa(R) appears mixed across different countries. In the 'Golden Era' of these brands, they were the official sports sponsor of a number of globally prominent and market leading sports teams and sports events. In a segment worth over USD300BN globally, where brand positioning is a significant factor in the buying behaviour of many consumers, there are a number of brand positioning opportunities and challenges facing the Kappa(R) brand, complicated (but also potentially complemented) by the licensing network structure and the sports/non-sports sponsorship rights and events and activation costs associated with these rights.