| Analysis of factors affecting the creation of brand equity of sports clubs |
| Paper ID : 1272-SSRC-13TH |
| Authors |
|
Mohammad Javad Ziya *1, nooshin benar2 1PhD student in Sport Management, University of Guilan, Rasht, Iran 2Associate Professor of Sports Management, University of Guilan, Rasht, Iran |
| Abstract |
| Introduction: In the last decade, the evaluation of the relative strength of commercial letters or "brand equity" in the basics of academic and commercial marketing research has been considered. However, the special value of the brand has so far attracted less attention in the team and team sports environment. However, most of the focus is on achieving positive results through marketing activities. Such an emphasis ignores the possibility that a sports manager, despite the failure of a club in sports competitions, can increase revenue, awareness and create special value for his club brand. Objective: This study aimed to analyze the factors affecting the creation of brand equity of sports clubs. Methodology: The present study is a review and analytical study in terms of type. Using the library study method, valid documents and researches from scientific-research sources and databases were reviewed and analyzed. Results: The results showed that the effective factors in creating brand equity can be classified into three levels: micro, meso and macro. Micro level factors included fan loyalty to the team, the presence of young stars and celebrities in the team, and the quality of the club's brand products. Meso level also included factors such as the quality of the stadium, marketing measures and, of course, winning. The macro level also includes factors such as television rights, club backgrounds and honors, club management, media and sponsors. Conclusion: Winning in competition and gaining different honors is considered as an important facilitator to create brand equity in sports club; But in addition to, other factors such as team media communication and the presence of a star player (celebrity) can increase the club's ability to plan in marketing, attract sponsors, sell its branded goods and generate higher revenue, thus creating a platform. Sports managers need to look at all the dimensions and components of their teams as an important part of a brand and an opportunity to create brand equity; In addition, instead of focusing solely on success, they should coordinate their marketing activities in a way that is consistent with their long-term strategic marketing vision. |
| Keywords |
| Branding, Brand management, Brand value, Brand equity |
| Status: Abstract Accepted (Poster Presentation) |
