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

Format:

Book

Author/Creator:

Bouchet, Patrick, author.

Contributor:

Bodet, Guillaume.

Hillairet, Dieter.

Series:

Routledge sports marketing

Language:

English

Subjects (All):

Sports--Marketing.

Sports.

Professional sports--Economic aspects.

Professional sports.

Sports--Economic aspects.

Sports--Social aspects.

Physical Description:

1 online resource (209 p.)

Edition:

1st ed.

Place of Publication:

Milton Park, Abingdon, Oxon : Routledge, 2013.

Language Note:

English

Summary:

Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text.The book covers the whole heterogeneity of sport brands, going

Contents:

Cover; SPORT BRANDS; Copyright; CONTENTS; LIST OF FIGURES AND TABLES; PREFACE; INTRODUCTION: Concepts, values and contextual framing; The difficult objectification of sport brands; The diversity of brand theories; Brand and brand equity in terms of business and consumer; 1 THE GREAT VARIETY OF SPORT BRANDS; Classical brands; Sport-specific brands; Certification and label brands; 2 THE TANGIBLE INFLUENCE OF SPORT BRANDS; The weight and impact of sport brands; The sport brands' influence on consumerism; The influence of sports products; 3 THE INTANGIBLE INFLUENCE OF SPORT BRANDS

The social and cultural influence of sport brandsCultural differences and sport brands consumption; Sport brands' identity and perceptions; 4 SUBCULTURES, COMMUNITIES AND SPORT BRANDS; The influence of social subcultures; The influence of sporting subcultures; The influence of sport brands' communities; 5 THE 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 strategiesLicensing and co-branding; 7 SPORT BRANDS' THREATS; Countering sport brands' aging; The pitfalls of excessive marketing; Resisting parasitism, boycott, social criticism and counterfeiting; CONCLUSION; NOTES; REFERENCES; INDEX

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on metadata supplied by the publisher and other sources.

ISBN:

1-136-29183-0

0-203-11466-3

1-299-27882-5

1-136-29184-9

9780203114667

OCLC:

830161471