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Identitätsbasierte Markenführung im Sport – Herausforderung Brand Delivery

In: Marken und Sport

Author

Listed:
  • Christoph Burmann
  • Anna Maleen Ulbricht
  • Michael Schade

Abstract

Zusammenfassung In diesem Aufsatzes werden zunächst die Funktionen von Marken aus Nachfragersicht erläutert. Im Anschluss daran wird der fünfstufige Managementprozesses der identitätsbasierten Markenführung vorgestellt, der zur Planung, Koordination und Kontrolle einer starken Marke notwendig ist. Anschließend werden die zentralen Ergebnisse der Brand Delivery Studie des Lehrstuhls für innovatives Markenmanagements umfassend erläutert. Diese Studie belegt die hohe Bedeutung der konsequenten Markenumsetzung als zentralen Erfolgsfaktor für die Markenführung. Anhand des Best Practice der BEKO Basketball Bundesliga wird abschließend die hohe Relevanz der Markenumsetzung zur Führung von Marken im Sport veranschaulicht.

Suggested Citation

  • Christoph Burmann & Anna Maleen Ulbricht & Michael Schade, 2014. "Identitätsbasierte Markenführung im Sport – Herausforderung Brand Delivery," Springer Books, in: Holger Preuß & Frank Huber & Holger Schunk & Thomas Könecke (ed.), Marken und Sport, edition 127, chapter 5, pages 93-105, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3695-0_5
    DOI: 10.1007/978-3-8349-3695-0_5
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