Problem
Based on this scenario and drawing on industry research, assess ONE Championship's overall brand equity using the four key elements. Drawing on our discussion of brand building, identify and discuss the best strategies ONE Championship can deploy to build its brand in the U.S. and gain share in a market dominated by UFC, Bellator, The Professional Fighters League (PFL) and others, and ultimately drive key consumer behaviours. Your recommendations should leverage the B/R Live deal and the upcoming live event. Outline how one Championship can leverage best practices in fan engagement, social media and popular culture to build 'hype' around the property and drive key revenue streams.