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Marken-Management für Vereine. Wie sieht das Markenmanagement bei Sportvereinen in der Praxis aus? Eine Analyse am Beispiel von Borussia Dortmund

Marken-Management für Vereine. Wie sieht das Markenmanagement bei Sportvereinen in der Praxis aus? Eine Analyse am Beispiel von Borussia Dortmund

          
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About the Book

Bachelorarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Bielefeld, Sprache: Deutsch, Abstract: "'Mia san mia' gegen 'Echte Liebe'" "Bayern München gegen Borussia Dortmund - dieses Duell elektrisiert auch in der aktuellen Spielzeit wieder die Massen (...). Während der deutsche Rekordmeister im Kampf um die deutsche Meisterschaft auf sportlicher Ebene wieder alte Kräfteverhältnisse herstellen konnte, behauptet Borussia Dortmund souverän die Spitzenposition vor dem bayerischen Rivalen in der Markenmeisterschaft." Es geht um mehr als nur die Meisterschaft auf dem grünen Rasen, um mehr als nur sportlichen Wettbewerb. Sport hat sich zu einem "ubiquitäre[n] Phänomen" entwickelt, das in der Lage ist, Einfluss auf das alltägliche Leben der breiten Bevölkerung zu nehmen. Sport ist heute ein wirtschaftlich geprägtes Event. Dies spiegelt sich darin wider, dass sich viele Sportvereine von Idealvereinen zu regelrechten Wirtschaftsunternehmen entwickelt haben, die über professionelle Strukturen verfügen und deren Angebot sportspezifische Dienstleistungen umfassen. Während jedoch in den meisten Wirtschaftssektoren seit Jahrzehnten ein professionelles Markenmanagement betrieben wird und die Marke einen wichtigen Beitrag zum Erfolg eines Unternehmens beiträgt, wie die Erfolgsgeschichten starker Marken - Apple, Nike, Coca Cola und viele mehr - zeigen, wurde das Markenmanagement für Vereine in der Vergangenheit vernachlässigt. Dadurch verzichteten sie auf wirtschaftliche Wettbewerbsvorteile gegenüber der Konkurrenz, die diese "strategische Quelle" des (identitätsbasierten) Markenmanagements hätte bringen können. Das Etablieren einer starken Marke kann zu einer höheren Loyalität von Seiten der Fans und Sponsoren gegenüber dem Verein führen und damit zu einer sichereren wirtschaftlichen Basis beitragen, die sich auf den sportlichen Erfolg auswirken kann, da ein größeres zur Verfügung stehendes Budget die Chancen auf spor


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Product Details
  • ISBN-13: 9783668252394
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668252394
  • Publisher Date: 10 Aug 2016
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Weight: 82 gr


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Marken-Management für Vereine. Wie sieht das Markenmanagement bei Sportvereinen in der Praxis aus? Eine Analyse am Beispiel von Borussia Dortmund
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Marken-Management für Vereine. Wie sieht das Markenmanagement bei Sportvereinen in der Praxis aus? Eine Analyse am Beispiel von Borussia Dortmund
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