TY  - CHAP
U1  - Buchbeitrag
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  -