Marka w usługach rekreacyjnych – znaczenie i kształtowanie
Brand in the Fitness Services – the Importance and Development

Summary/Abstract: The aim of this paper is to present a concept of brand, brand image and brand identity of brand in sports on example of brand on the market of fitness services. Marketing, nowadays, focuses on creating brands that suit needs and desires of consumers who seek brands that can fulfill voids (emotions, prestige, character, image) in their lives. In this paper examples of brands of fitness clubs are presented with their brand identities, missions and characteristics that influence the brand image growing in consumers minds. The desired qualities and special features of fitness brands on Polish market are presented to explain the importance of brand creation process adjusted to the needs and desires of clients.

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