04085oam 2200721I 450 991046563410332120200520144314.00-203-11466-31-299-27882-51-136-29184-910.4324/9780203114667 (CKB)2560000000099194(EBL)1143694(OCoLC)830161471(SSID)ssj0000834190(PQKBManifestationID)11461919(PQKBTitleCode)TC0000834190(PQKBWorkID)10955131(PQKB)11362868(MiAaPQ)EBC1143694(Au-PeEL)EBL1143694(CaPaEBR)ebr10672787(CaONFJC)MIL459132(OCoLC)837891633(EXLCZ)99256000000009919420180706d2013 uy 0engur|n|---|||||txtccrSport brands /Patrick Bouchet, Dieter Hillairet and Guillaume BodetMilton Park, Abingdon, Oxon :Routledge,2013.1 online resource (209 p.)Routledge sports marketingDescription based upon print version of record.0-415-53285-X 0-415-53284-1 Includes bibliographical references and index.Cover; SPORT BRANDS; Copyright; CONTENTS; LIST OF FIGURES AND TABLES; PREFACE; INTRODUCTION: Concepts, values and contextual framing; The difficult objectification of sport brands; The diversity of brand theories; Brand and brand equity in terms of business and consumer; 1 THE GREAT VARIETY OF SPORT BRANDS; Classical brands; Sport-specific brands; Certification and label brands; 2 THE TANGIBLE INFLUENCE OF SPORT BRANDS; The weight and impact of sport brands; The sport brands' influence on consumerism; The influence of sports products; 3 THE INTANGIBLE INFLUENCE OF SPORT BRANDSThe social and cultural influence of sport brandsCultural differences and sport brands consumption; Sport brands' identity and perceptions; 4 SUBCULTURES, COMMUNITIES AND SPORT BRANDS; The influence of social subcultures; The influence of sporting subcultures; The influence of sport brands' communities; 5 THE ECONOMIC AND SOCIAL VALUE OF SPORT BRANDS; Brands as drivers for companies' profitability; Sport brands innovation; Ethical and responsible sport brands' practices; 6 SPORT BRANDS' GROWTH STRATEGIES; Brand positioning and strategy; Vertical integration strategiesSport brands' extension strategiesLicensing and co-branding; 7 SPORT BRANDS' THREATS; Countering sport brands' aging; The pitfalls of excessive marketing; Resisting parasitism, boycott, social criticism and counterfeiting; CONCLUSION; NOTES; REFERENCES; INDEXSport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text.The book covers the whole heterogeneity of sport brands, goingSportsMarketingProfessional sportsEconomic aspectsSportsEconomic aspectsSportsSocial aspectsElectronic books.SportsMarketing.Professional sportsEconomic aspects.SportsEconomic aspects.SportsSocial aspects.796.06Bouchet Patrick.945620Bodet Guillaume945621Hillairet Dieter945622MiAaPQMiAaPQMiAaPQBOOK9910465634103321Sport brands2135403UNINA