Skrevet af danske sportsmanagement-studerende: Kevin Pedersen, Jonas Johansen, Kristian Rasmussen & Nicklas Larsen – (red. Kenneth Cortsen). Brands skal opbygges! Brandet ’Beckham’ har været gennem en lang proces, men lever stadig i bedste velgående til trods for, at David Beckham allerede har stoppet sin aktive karierre, men netop det faktum siger noget om den enorme […]
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Gæsteindlæg: Nike – en opinionsleder indenfor sportsbranding
Skrevet af danske sportsmanagement-studerende: Armin, Arnel, Christian, Jesper, Nikolaj K. & Nikolaj B. – (red. Kenneth Cortsen). Kort om Nike Nike startede i 1950’erne og blev grundlagt af Phil Knight og Bill Bowerman. I starten hed mærket ”Blue Ribbon Sports”. Nike er navnet på den græske sejrsgudinde, der var indbegrebet af triumf i det […]
Gæsteindlæg: Gillette – ‘The best a man can get’ – og sport som brandingplatform
Skrevet af danske sportsmanagement-studerende: Christian Beltoft-Andersen, Anders Nørgaard Møller, Christina Johnsen, Anne Karlsen og Birgitte Raundahl Jensen – (red. Kenneth Cortsen). Billede: danske sportsmanagement-studerende, jf. ovennævnte navne. Sports-branding er mere end et nemt navn og et smart logo. Et brand har til opgave at sælge et produkt til en bestemt målgruppe, hvor produktet lever op til […]
Guest blog: Miami Heat and the role of brand positioning
By Kenneth Cortsen on October 3, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Guest blog, written by Jeanne De Calbiac, Simona Gardoviča, Guillermo Barcos, Kristaps Efeja, Balázs Perkó (international sport management students, Kenneth Cortsen (ed.)). Fans all around the world attend events of their favorite sports teams for a reason. A specific reason may be to see the team WIN. To dig deeper, every supporter places his/her club in […]
Guest blog: Arsenal Football Club and its brand strength
By Kenneth Cortsen on September 27, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Guest blog, written by Andrei Cosmin Stan, Todor Yuriev Todorov, Gintaras Nareckas, Dominik Overbeck, Rainer Komi , Simeon Valentinov Naydenov (international sport management students, Kenneth Cortsen (ed.)). Photo: int. sport management students in Aalborg (see names above). Building a sports brand is a process, which involves different steps, e.g. brand awareness, brand image, brand equity and brand loyalty[1]. Working in the sports […]