Branding and Brand as Factor of the Competitive Advantage in Sports

Abstract

The basic purpose of this research is based on the analysis of scientific-theoretical-practical knowledge in the field of brand management, with special emphasis on the brand as a significant factor of organizational competitive advantage and establishing a leading position in the sports market. By examining a wide variety of theoretical knowledge, we come across definitions that are based on the views of world’s leading marketing experts who point out that the basic function of marketing is brand building. Building, consolidating and expanding the brand require dimensions of clarity, consistency and leadership, adapted to the environment, with particular emphasis on competitive advantage, technology and on establishing a leading position in the market. Referring to the adequate literature, this paper covers the complete branding strategy, starting from the general ones that define the branding strategy as the most powerful communication tool; from strategies that are based on definitions that the key to success is the achievement of competitive advantage and the establishment of a leading position in the market; towards specific strategies who explore the basic elements of the branding strategy and their impact on the company’s business and productivity, as well as the impact on the consumers’ awareness.

Construction of Competitive Advantage and Competitive Strategy Model of Sports Enterprises Based on Multicase Study and In-Depth Learning

“…In the traditional sports field, more amateurs who have a certain interest in sports participate more [2][3][4]. e research on the source of competitive advantage mostly discusses the impact of a certain link in the value chain on the competitive advantage of sports enterprises and organizations, such as knowledge management and brand management [5,6]. It can be seen that the breadth, depth, and width of the existing literature need to be further expanded.…”

Assessing the Role of Advertising and Sales Promotion on Brand Equity

“…The American Marketing Association (AMA) defines a brand as, "a design, name, symbol, term, logo or symbol or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors". The branding is, "endowing products and services with the power of a brand" (Bačevac et al, 2020). Then & Johan (2021) defines the branding as, "process of utilizing marketing strategies to enhance their products or service's image so that it is more readily recollected by the customer".…”