ABSTRACT
A brand truly becomes a brand with time, when its offers finally meet consumers’ needs and expectations. The brand is translated into awareness levels, perceived images and loyalty and thanks to its different value dimensions justify its role in a market. Numerous parameters which can be economical, marketing, strategic, managerial and sociological take part in the brand valorisation process. For instance, the necessary marketing and communication costs now encourage and even force firms and organisations to focus on brands with the best valorisation, penetration rates and brand equity. This is a direct consequence of sport markets’ concentration. All firms also try to make economies of scale at production, human resources, research and development, design and facilities levels. The concentration trend is particularly important where innovations represent a strong component making Desbordes (2001) wonder if there was enough room for small firms on these markets.
