HOW TO CREATE A SPORT BRAND: SPORT CLUB MUNICIPAL CRAIOVA

Barbu Mihai Constantin Razvan, Diaconescu Dragos Laurentiu, Popa Marian Gabriel and Popescu Marius Catalin
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Barbu Mihai Constantin Razvan: UNIVERSITY OF CRAIOVA, ROMANIA
Diaconescu Dragos Laurentiu: UNIVERSITY OF CRAIOVA, ROMANIA
Popa Marian Gabriel: UNIVERSITY OF CRAIOVA, ROMANIA
Popescu Marius Catalin: UNIVERSITY OF CRAIOVA, ROMANIA

Annals - Economy Series, 2019, vol. 6, 69-77

Abstract: Brands, as economic entities, are an integral part of our visual culture today. In the last period, the specialized literature dedicated to the construction of brands has undergone not only a true flowering, but also a radical change of direction. The branding process and the actual role of the brand, with its traditional meaning, have become subject of constant redefinitions and explanations. We can say that nowadays, the brand has become a topical concept, regardless of the field in which it operates, being a starting point for big companies, sports teams, different products to develop their future development strategies, thus becoming an element which is increasingly attracting the attention of marketing specialists. In the paper "How to create a sport brand: Sport Club Municipal Craiova" we initially sought to present the theoretical aspects of the brand term, the marketing strategy it is based on, the impact that the branding has on consumers or fans through the promises they make. In the second part we present an analysis performed on the sports club SCM Craiova, gathering information about the activity of the club, but also a survey conducted among the fans to know their opinion about the brand built within the club.

Keywords: Branding; Perception; Marketing Strategy; Impact; Social media (search for similar items in EconPapers)
Date: 2019
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