| Description |
1 online resource (224 pages) : illustrations |
| Series |
Sports marketing series |
| Contents |
Machine generated contents note: difficult objectification of sport brands -- diversity of brand theories -- Brand and brand equity in terms of business and consumer -- 1. great variety of sport brands -- Classical brands -- Sport-specific brands -- Certification and label brands -- 2. tangible influence of sport brands -- weight and impact of sport brands -- sport brands' influence on consumerism -- influence of sports products -- 3. intangible influence of sport brands -- social and cultural influence of sport brands -- Cultural differences and sport brands consumption -- Sport brands' identity and perceptions -- 4. Subcultures, communities and sport brands -- influence of social subcultures -- influence of sporting subcultures -- influence of sport brands' communities -- 5. economic and social value of sport brands -- Brands as drivers for companies' profitability -- Sport brands innovation -- Ethical and responsible sport brands' practices -- 6. Sport brands' growth strategies -- Brand positioning and strategy -- Vertical integration strategies -- Sport brands' extension strategies -- Licensing and co-branding -- 7. Sport brands' threats -- Countering sport brands' aging -- pitfalls of excessive marketing -- Resisting parasitism, boycott, social criticism and counterfeiting |
| Notes |
Print version record |
| Subject |
Sports -- Marketing
|
|
Sports -- Economic aspects.
|
|
Branding (Marketing)
|
|
Brand name products.
|
|
branding.
|
|
Brand name products
|
|
Branding (Marketing)
|
|
Sports -- Economic aspects
|
|
Sports -- Marketing
|
| Form |
Electronic book
|
| Author |
Hillairet, Dieter
|
|
Bodet, Guillaume
|
| ISBN |
9780415532846 |
|
0415532841 |
|
9781299278820 |
|
1299278825 |
|
