TY - CHAP U1 - Teil eines Buches A1 - Nufer, Gerd A1 - Bühler, André A1 - Jürgens, Sarah ED - Chavanat, Nicolas T1 - The management of football brands : brand identity management illustrated by Borussia Dortmund T2 - Routledge handbook of football marketing N2 - Despite a growing awareness of the importance of the management of trademarks at the club level, there is a significant delay regarding the professional management of the brand within the Bundesliga clubs. So far, the principles of brand identity management were rarely applied, and most clubs have given up, despite a high economic potential, the ability to create competitive advances in economic terms, but also in sports terms. In this chapter, we will study the success factors of the management of brand identity of professional football clubs from the actual case of Borussia Dortmund. Y1 - 2017 SN - 978-1-138-28932-1 SB - 978-1-138-28932-1 SP - 315 EP - 336 S1 - 22 PB - Routledge CY - London ; New York ER -