BRANDING STRATEGY IN SPORTS: KEY ELEMENTS AND PERFORMANCE CRITERIA
DOI:
https://doi.org/10.32782/spectrum/2024-4-6Keywords:
branding strategy, sports marketing, branding effectiveness, emotional connection, brand loyaltyAbstract
In the modern world, where sport is not only a cultural element but also a significant economic tool, branding strategy is gaining increasing importance. Its effective application allows sports organizations to create long-term value, enhance brand recognition and trust, and develop an emotional connection with their target audience. This highlights the need for a more detailed study of the conceptual framework of this phenomenon, its structure, key components, and criteria for evaluating effectiveness. Improving theoretical and practical approaches to branding strategy in sports will contribute to enhancing the competitiveness of sports organizations, strengthening their societal role, and optimizing marketing practices across various sports sectors.Objective. To characterise the conceptual foundations and structural elements of branding strategy in sports, define the criteria for its effectiveness, and examine the impact of its implementation by sports organisations.Methods. Analysis, synthesis, generalization, comparison, and juxtaposition.Results. The article examines the conceptual foundations of branding strategy in sports. Key components such as mission, vision, values, target audience, positioning, and visual identity have been analyzed. Criteria for evaluating the effectiveness of branding strategy and approaches to their application have been defined, enabling a comprehensive assessment of the strategy’s impact on brand recognition, trust-building, and the establishment of an emotional connection with the audience. The study’s results contribute to a deeper understanding of the multifaceted nature of sports branding and lay the groundwork for further academic exploration and practical application.Conclusions. The study confirmed that the integrity and interrelation of the structural components of a branding strategy are key factors in ensuring brand recognition, building an emotional connection with the audience, and strengthening audience loyalty. It was established that the evaluation of branding strategy effectiveness should be based on a combination of financial, behavioural, and socio-economic indicators, adapted to the strategic goals and specific nature of the sports organisation’s activities.
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