From National International : the leverage of a Sports Club Brand
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Data
2015Autor
Orientador
Nível acadêmico
Especialização
Assunto
Abstract
Sports clubs position themselves as brands in order to capitalize the emotional feelings they generate. This study examines sports clubs as entities and well-managed organizations, and takes into consideration all the challenges a club undergoes to achieve strong brand equity. To gain further recognition and expand its brand besides the national market, clubs need to internationalize. The purpose is to investigate the internationalization through a conceptual approach, illustrating it through t ...
Sports clubs position themselves as brands in order to capitalize the emotional feelings they generate. This study examines sports clubs as entities and well-managed organizations, and takes into consideration all the challenges a club undergoes to achieve strong brand equity. To gain further recognition and expand its brand besides the national market, clubs need to internationalize. The purpose is to investigate the internationalization through a conceptual approach, illustrating it through the case study of the Brazilian football club Sport Club Internacional. ...
Instituição
Universidade Federal do Rio Grande do Sul. Escola de Administração. Curso de Especialização em Marketing - Turma 2013.
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Ciências Sociais Aplicadas (3537)
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