The Brand of an Athlete - Reconsidering Its Dimensions
Journal Title: Journal of Emerging Trends in Marketing and Management - Year 2016, Vol 0, Issue 1
Abstract
In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Most of the specialized literature is focused on the core dimensions of the athlete’s brand (athletic performance, outside the court lifestyle and physical appearance). However, we can see that athletes with the same theoretical core dimensions have very different images, thus leading to the idea that there’s more to building the athlete’s brand than previously shown. Before presenting the results of a qualitative research on Romanian athletes’ image, the article will highlight the usefulness of measuring athlete brand image both for the athlete and the sponsor/endorser.
Authors and Affiliations
Mihaela Constantinescu
Keywords
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- EP ID EP265737
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