Challenges of Sports Branding

Abstract

Nowadays, sport has a much more complex and important role than it used to have in the past from many diff erent points of view-it has become not only a way of everyday life which represents a source of positive energy and contributes to healthier life, but also a symbol of the power of the nations themselves and a kind of business industry which has strong implications on diff erent aspects of social development as well. Today's sports organizations realize their business at a highly profi table level and invest huge money in sports marketing and branding. Contemporary sports marketing is oriented towards a proactive relationship with customers of products and services, as well as with other stakeholders in order to achieve their main goal and to make loyal and satisfactory "consumers". Having on mind the fact that brand represents synonym of quality and that it motivates, runs, empowers and create confi dence-it is clear why creating a brand identity and image has a great importance for sports organizations, customers, fans, sports clubs, media, as well as for the country itself.

Quadrilateral Brand: The Journey of Brand Trust in Building Brand Equity

“…The strategy to win the hearts of AMDK customers continues to be intensified. Some researchers have developed ideas to overcome AMDK competition such as product quality and price [2] [4], packaging [5], emotional approach [6], and social praxeology [7]. The results of research findings can be helpful for business actors.…”

Sports Marketing and Conceptual Evolution: A Bibliometric Analysis

“…Since then, many studies have been published that look into sports branding and various dimensions (Cortsen, 2014; Jankovic & Jaksic-Stojanovic, 2019; Kylasov & Gureeva, 2017). Two decades later, the discussion on sporting personalities, organizations, and branding events is still happening (Cortsen, 2014; De Vries, 2020; Jankovic & Jaksic-Stojanovic, 2019; Kang et al, 2016; Kylasov & Gureeva, 2017; Mitsis & Leckie, 2016; Stadler Blank et al, 2018; Tsiotsou, 2012). This implies that the marketing practices have yet to rise up with the topic.…”

Impacto del turismo deportivo sobre la masa social y la economía de un club de fútbol. El caso del F.C. Barcelona

“…El marketing deportivo, utilizado en sus inicios bajo pautas meramente comerciales por las instituciones deportivas (venta de entradas, productos y servicios, mejora de la cobertura televisiva), en la actualidad es una potente herramienta aplicada a actividades, empresas y organizaciones para crear y posicionar una identidad e imagen de marca y para producir, facilitar o promocionar todo tipo de producto (bienes, servicios y eventos) (Da-Silva y Las-Casas, 2020). Su objetivo esencial, dirigiéndose a un mercado de aficionados y practicantes de deporte, pasa por poder satisfacer sus necesidades y deseos, convirtiéndolos en provechosos consumidores leales y satisfechos (Jankovic, y Jaksic-Stojanovic, 2019).…”