2024/2025

Спортивный брендинг

Статус: Маго-лего

Кто читает: Высшая школа юриспруденции и администрирования

Когда читается: 4 модуль

Охват аудитории: для своего кампуса

Преподаватели: Савин Евгений Игорьевич

Язык: русский

Кредиты: 3

Программа дисциплины

Аннотация

One of the key areas of modern sports marketing is branding. Construction, capitalization and expansion of sports brands is a necessary professional competence for undergraduates of the program. When mastering the discipline, special attention is paid to the features of expanding a sports brand, the reasons for launching and the benefits of such an expansion, the success factors for expanding brands in the sports industry. At the same time, the most discussed problem in the field of international sports branding remains the topic of the ratio of parent and new brands, primarily suggesting the need to take into account the importance of fan loyalty to already established traditional brands. Modern sports managers and marketers must be aware of all the potential risks associated with brand extension.