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The management of football brands : brand identity management illustrated by Borussia Dortmund

  • 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.

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Author of HS ReutlingenNufer, Gerd
Erschienen in:Routledge handbook of football marketing
Place of publication:London ; New York
Editor:Nicolas Chavanat
Document Type:Book chapter
Publication year:2017
Page Number:22
First Page:315
Last Page:336
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open access?:Nein