Strategic Brand Management In and Through Sport
Despite decades of extensive research, brand management remains a priority for academics and practitioners alike. To this day, we still encounter ample new and insightful research being conducted on the matter, with questions around how a brand can be managed strategically still emerging. As our knowledge on the issue deepens, so does our interest in fully comprehending the fascinating and ever-developing strategic brand management, bearing in mind the ever-shifting environment in which brands operate.
A particularly interesting topic within the wider brand management literature is brand management both in and through sport. The study of how sport brands can be managed strategically, as well as how non-sport brands can be managed strategically through their association with sport remains an interesting and unique field, offering valuable insights due to sport’s natural marketing advantage caused by people’s increased interest in sport and its socio-cultural importance in our lives.
This collection explores strategic brand management both in and through sport, thus helping in deepening our understanding of this promising field, while offering directions for future research in the area.
Edited by
Argyro Elisavet Manoli(School of Sport, Exercise and Health Sciences, Loughborough University)