Strategic brand management in and through sport.pdf (540.22 kB)
Strategic brand management in and through sport
journal contribution
posted on 2022-04-21, 14:49 authored by Argyro Elisavet ManoliWithin the extended academic literature on strategic marketing, brand management appears to be high on the agenda of scholars in the past seven decades. Despite the continuous enquiry over these years, the way in which a brand can or should be managed in a strategic manner appears to still attract academics’ and practitioners’ interest, with novel and often unexpected ideas and practises emerging. Among these, brand management within sport and through it remains a unique area for further enquiry, and one that is bound to yield interesting insights due to the social, political, geographical, cultural, and historical peculiarities of sport, granting it a natural ‘marketing’ advantage. This article explores the evolution of brand management, its manifestation in and through sport and its potential future directions within and beyond the ever-developing sport ecosystem.
History
School
- Sport, Exercise and Health Sciences
Published in
Journal of Strategic MarketingPublisher
Taylor & Francis (Routledge)Version
- VoR (Version of Record)
Rights holder
© The AuthorsPublisher statement
This is an Open Access Article. It is published by Taylor & Francis under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence (CC BY-NC-ND 4.0). Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Acceptance date
2022-03-23Publication date
2022-03-30Copyright date
2022ISSN
0965-254XeISSN
1466-4488Publisher version
Language
- en