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Markenmanagement bei Einzelsportlern

Author

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  • Nufer, Gerd
  • Fischer, Jan

Abstract

Für Einzelsportler geht es heutzutage tendenziell um mehr als den bloßen sportlichen Erfolg. Vielmehr zielen sie darauf ab, eine persönliche Marke zu entwickeln und daraus Kapital zu schlagen. Im vorliegenden Beitrag wird ein spezifisches Markenmanagementmodell für Einzelsportler vorgestellt, das auf dem identitätsorientierten Markenführungsansatz basiert. Im Fokus des Modells steht das operative Markenmanagement, wobei die verschiedenen Instrumente zur Umsetzung der Markenidentität von Sportlern aufgezeigt werden sollen. Abgerundet wird der Beitrag durch ein Fallbeispiel, welches das idealtypische Markenmanagement eines der bekanntesten Gesichter aus der Welt des Sports veranschaulicht.

Suggested Citation

  • Nufer, Gerd & Fischer, Jan, 2010. "Markenmanagement bei Einzelsportlern," Reutlingen Working Papers on Marketing & Management 2010-08, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:201008
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