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Beko Basketball Bundesliga – die Schaffung und Positionierung einer neuen Marke

In: Marken und Sport

Author

Listed:
  • Jan Pommer
  • Dirk Kaiser

Abstract

Zusammenfassung Der deutsche Profi-Basketballsport wurde bis zur Eigenständigkeit der Basketball Bundesliga (BBL GmbH), die mit Datum 29.10.1996 ins Handelsregister eingetragen wurde, vom Deutschen Basketball Bund (DBB) organisiert und vermarktet. Mit den „Bremer Beschlüssen“ vom 1. Juni 1997 begann die rechtliche und tatsächliche Verselbständigung – die bis dato vorhandenen Strukturen wurden so optimiert, dass sich die Sportart im stetig wachsenden und professioneller werdenden Wettbewerb behaupten konnte. Dieser Beitrag widmet sich dem Aufbau und der Positionierung der derart geschaffenen neuen Marke „Beko Basketball Bundesliga“.

Suggested Citation

  • Jan Pommer & Dirk Kaiser, 2014. "Beko Basketball Bundesliga – die Schaffung und Positionierung einer neuen Marke," Springer Books, in: Holger Preuß & Frank Huber & Holger Schunk & Thomas Könecke (ed.), Marken und Sport, edition 127, chapter 23, pages 465-481, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3695-0_23
    DOI: 10.1007/978-3-8349-3695-0_23
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