Team Sports Brand Management

Guillaume Bodet and Benoit Séguin
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Guillaume Bodet: Université de Lyon
Benoit Séguin: University of Ottawa

A chapter in Managing Sports Teams, 2021, pp 141-159 from Springer

Abstract: Abstract This chapter offers insights into the branding of sports teams. The importance of branding is explained, and a strong sports team brand is defined, by introducing the concept of brand equity. Based on this definition, which identifies the key components of sports team brand equity, the three fundamental stages of team sports brand management, strategic brand management, operational brand management and brand system management, are explained and illustrated.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-56495-7_8

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DOI: 10.1007/978-3-030-56495-7_8

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