ABSTRACT
A brand is what people think of you when they think of you. But a brand is also a potential strategic leverage that requires actions. Hence, this chapter focuses on how sport professionals can build and manage the brand of their organization at a time when the industry is facing major changes, as underscored in Chapter 1. In this regard, our reflection translates into the presentation and analysis of the “winning” branding strategies managers could rely on, accompanied by examples from around the globe. |The final figure in this chapter integrates the construction and management of a sport brand, while taking into account internal and external pressures, as well as “ingredients” of success an organization should possess in order to expand its brand beyond its borders. Ultimately, a strong sport brand equity is reflected in a brand that is unique, relevant and meaningful, with both customer and financial obligations taken into account. In fact, a strong financial-based brand equity shall seldom exist without a strong customer-based brand equity in the first place.
