Branding în fotbal
Branding in football

Author(s): Vlad I. Rosca
Subject(s): Social Sciences, Economy
Published by: EDITURA ASE
Keywords: sports marketing; football marketing; branding; football branding; sports branding; Liga1; Romanian football; brand equity; customer relationship management; CRM in sports
Summary/Abstract: “Branding în fotbal” (“Branding in football”, eng.) is a book that discusses how Romanian football clubs can use their brands in order to increase their sympathy with fans. The work highlights that football clubs in Romania do not yet properly use their brands so as to establish relationships with their fans based on trust. Branding theory is analyzed in relationship with customer management principles, highlighting that football brands can be used as levers to create long-lasting relationships between clubs and fans. Brands thus become a driver of fan loyalty. The book links Aaker’s concept of brand equity with seventeen antecedents (classified in three sub-systems: relational, market, internal) that have the potential to increase the equity. The book underlines that these antecedents should be used by football clubs in order to increase their brand value.

• Details
• Contents