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How To Create A Sport Brand: Sport Club Municipal Craiova

Author

Listed:
  • BARBU MIHAI CONSTANTIN RAZVAN

    (UNIVERSITY OF CRAIOVA, ROMANIA)

  • DIACONESCU DRAGOS LAURENTIU

    (UNIVERSITY OF CRAIOVA, ROMANIA)

  • POPA MARIAN GABRIEL

    (UNIVERSITY OF CRAIOVA, ROMANIA)

  • POPESCU MARIUS CATALIN

    (UNIVERSITY OF CRAIOVA, ROMANIA)

Abstract

Brands, as economic entities, are an integral part of our visual culture today. In the last period, the specialized literature dedicated to the construction of brands has undergone not only a true flowering, but also a radical change of direction. The branding process and the actual role of the brand, with its traditional meaning, have become subject of constant redefinitions and explanations. We can say that nowadays, the brand has become a topical concept, regardless of the field in which it operates, being a starting point for big companies, sports teams, different products to develop their future development strategies, thus becoming an element which is increasingly attracting the attention of marketing specialists. In the paper "How to create a sport brand: Sport Club Municipal Craiova" we initially sought to present the theoretical aspects of the brand term, the marketing strategy it is based on, the impact that the branding has on consumers or fans through the promises they make. In the second part we present an analysis performed on the sports club SCM Craiova, gathering information about the activity of the club, but also a survey conducted among the fans to know their opinion about the brand built within the club.

Suggested Citation

  • Barbu Mihai Constantin Razvan & Diaconescu Dragos Laurentiu & Popa Marian Gabriel & Popescu Marius Catalin, 2019. "How To Create A Sport Brand: Sport Club Municipal Craiova," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 69-77, December.
    • Handle: RePEc:cbu:jrnlec:y:2019:v:6:p:69-77
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    References listed on IDEAS

    as
    1. Liviu CRÃCIUN & Cãtãlin Mihail BARBU, 2014. "The Brand as Strategic Asset of the Organization," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(1), pages 69-77, March.
    Full references (including those not matched with items on IDEAS)

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