IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-35916-4_31.html
   My bibliography  Save this book chapter

Brand-Content-Management – eine Herausforderung für den Profi-Fußball

In: Brand Evolution

Author

Listed:
  • Tim Kullmann

    (FRILO Software GmbH)

Abstract

Zusammenfassung Eine starke Sportvereinsmarke steigert die wirtschaftliche Potenz des Vereins und trägt dazu bei, die Erlös- und Kapitalströme von dem sportlichen Abschneiden zu entkoppeln. Dennoch nutzen nur wenige professionelle Fußballvereine die Potenziale der Markenführung als strategische Quelle für Wettbewerbsvorteile. Dieser Buchbeitrag befasst sich darum mit der Frage, wie es professionellen Fußballvereinen gelingen kann, ihre Markenidentität durch die Einbindung der Marke in die redaktionellen Inhalte von Owned-Media-Kanälen erfolgreich zu inszenieren. Stellvertretend für den Profi-Fußball wurden die Markenführungsaktivitäten des FC Schalke 04 im klubeigenen YouTube-Kanal unter Berücksichtigung der Prinzipien effektiver Brand-Content-Kommunikation empirisch untersucht und analysiert.

Suggested Citation

  • Tim Kullmann, 2022. "Brand-Content-Management – eine Herausforderung für den Profi-Fußball," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 683-708, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_31
    DOI: 10.1007/978-3-658-35916-4_31
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-35916-4_31. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.