Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-05-73-56
DOI: https://dx.doi.org/10.15863/TAS.2019.05.73.56
Language: Russian
Citation: Izaak, S. I., & Kolovratov, V. A. (2019). Brand management in sport. ISJ Theoretical & Applied Science, 05 (73), 379-384. Soi: http://s-o-i.org/1.1/TAS-05-73-56 Doi: https://dx.doi.org/10.15863/TAS.2019.05.73.56 |
Pages: 379-384
Published: 30.05.2019
Abstract: In article it is shown that in the markets with very high level of the competition the brand is the powerful tool for distinction and differentiation. It is noted that functioning of subjects of sport in the competitive environment updates development and implementation of the development strategy of the company including strategies of development for a brand as its component. An important problem of a brand management in the industry of sport is increase in efficiency of branding which can be reached by means of the following actions: applications of modern methods of strategic and tactical management of a brand; regular monitoring of a condition of own brand by the company and adoption of management decisions on the basis of availability of full and reliable information on target audience, the marketing environment, activity of competitors.
Key words: strategy, sports organization, brand, branding, brand management, naming.
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