Brand Strategy in Professional Sports: The Case of French Soccer Teams

摘要: Abstract Sports teams generate an emotional response from their fans that is stronger than in any other industry. In effort to capitalize on the relationship they share with fans, professional sports try position themselves as brands. This paper examines strategies and actions four French soccer have implemented order build exploit brand. Our results underline development implementation of a brand strategy should be profitable for most teams. However, sport managers need see relevance building strong equity club. Admittedly, performance field remains important team equity. That why will enable them go through cycles.