ABSTRACT
This chapter builds on the concepts related to preparing the sport marketing infrastructure through sport products and logistical management to investigate the concepts of branding and sport brand management. Regardless of the type of sport product or service, sport marketing professionals and organizations understand that their most valuable asset is their brand name, closely followed by the brands with whom they are associated. Coverage of the concept of sport branding will include understanding how various brand elements, structures, and architectures are used to distinguish sport products and services from others. This will be accomplished through an examination of the brand management process in terms of positioning and differentiation to build sport brand identity, awareness, image, and value. This will all be brought together through an explanation of creating a sport brand marketing plan that enhances customer loyalty, integrates various communication methods, and leverages brand partnerships. Evaluation of sport brand equity through performance management and benchmarking techniques will also be covered, as well as how to maintain sustainable sport brands.
