Sport brands / by Patrick Bouchet, Dieter Hillairet, Guillaume Bodet.

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Bibliographic Details
Main Author: Bouchet, Patrick
Other Authors: Hillairet, Dieter, Bodet, Guillaume
Format: eBook
Published: London : Routledge, 2013.
Series:Sports marketing series
Online Access:Click for online access
Table of 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.