ABSTRACT

In the context of the commercialization and professionalization of sport, a global visibility of the brand is becoming increasingly more important to sports organizations. Sport should confront the fundamental issues in terms of the economy and resist competition to ensure at least the meager resources from ticket sales and sponsors. The place of its own brand among the competition is the cornerstone of successful brand management. Identity management of the brand is, according to Meffert, Burmann and Koers, a process of internal and external management for a cross-functional sharing of all decisions and all measures taken to develop a strong brand identity. The brand identity is the basis that can provoke the applicant's emotion and identification. Giving less importance to the correlation between sports results and indirect support of these results, brand identity management provides football clubs with the opportunity to generate substantial advantages.