The aim of this thesis is to transfer Muniz/O'Guinn's brand community concept to the sports market. Looking at the previous conception and definition of brand communities, those communities around the brands of sports organisations appear to be an ideal example. Hardly any other industry arouses so much interest and is of such great importance in the everyday life of customers with regard to the product or service and creates a more solid basis for social identification, interaction and emotional bonding than sports. The research question can be formulated as follows:
To what extent can the concept of brand community be applied to sports brands and their surrounding community? What are the opportunities and risks of applying and adapting the concept to the sports industry for sports brand management?
After a detailed theoretical derivation of the term "brand community" with reference to the concepts from marketing (branding) and sociology (consumer community) that constitute it, this work transfers the concept to the specificities of the sports market. Scientific studies on the management of sports brands as well as on community fan behaviour and sports consumption will be used. In a critical appraisal, the advantages and disadvantages of the brand community concept are evaluated and corresponding opportunities and risks for the use in the management sports brands. It is a choice between increased customer loyalty, enlarged brand value and efficient marketing on the one hand and counterproductive consumer behaviour, reduced brand value and uncontrollable marketing on the other hand.
In the end, this work comes after a detailed exploratory research to the conclusion that the Brand Community concept has great potential for the management of the brands of sports organisations. Although there are other research is needed to adapt the model even more specifically to the specificities of to the needs of the sports market. But already it provides the manager of sports brands undreamt-of opportunities to exploit the close connection between sports consumers to make more efficient use of the sports brand and the strong surrounding community and to capitalize on it.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Research question
- Current status of research
- Structure of the thesis
- Branding and Communities - Theoretical Basis
- Brand management
- The meaning of a brand
- Brand equity
- Relationship marketing
- Community and Consumption
- Definition and evolution of the community concept
- Constitution of communities
- Consumption-centred communities
- Brand Community - A Definition
- Constituting a community around a brand
- Core commonalities
- Shared consciousness
- Rituals and traditions
- Moral responsibility
- brand.comm
- Strengths and weaknesses
- Team Brand Communities – A Symbiosis
- Team Brands – Brand management in the sports marketplace
- Integrated sports marketing communication
- Branding in the sports marketplace
- Models of brand equity in the sports marketplace
- Communities in the sports marketplace
- Individual sports consumption
- Communal sports consumption
- Brand communities in the sports marketplace
- Consciousness of kind
- Rituals and traditions
- Moral responsibility
- Potentials and Pitfalls of Team Brand Communities
- Potential competitive advantages
- Customer loyalty and its benefits
- Enhanced brand equity
- Marketing efficiency
- Pitfalls of the brand community concept in the sports marketplace
- Counterproductive consumer behaviour
- Uncontrollable brand development
- Conflicts with sports marketing particularities
- Anti-brand community
- Interim conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates the potential and pitfalls of the brand community concept within the context of international sport brand management, specifically focusing on "team brand communities." The study aims to understand how these communities form, the benefits and challenges they present, and their implications for sports marketing strategies.
- The formation and characteristics of team brand communities
- The potential advantages of team brand communities for brands and consumers
- The potential disadvantages and pitfalls of the brand community concept in sports marketing
- The impact of team brand communities on brand equity and customer loyalty
- The relationship between team brand communities and sports marketing strategies
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the research question and the current state of research in the field of brand communities and sports marketing. The second chapter provides a theoretical foundation by examining brand management concepts, community formation, and the relationship between consumption and community. The third chapter defines brand communities and explores their core commonalities, highlighting their strengths and weaknesses. Chapter four delves into the concept of team brand communities, examining the role of brands in the sports marketplace and the specific characteristics of communities in this context. Finally, the fifth chapter focuses on the potentials and pitfalls of team brand communities, analyzing both the potential advantages and disadvantages for brand management in the sports marketplace.
Schlüsselwörter (Keywords)
The core concepts of this thesis revolve around brand management, community formation, and the specific application of these concepts within the sports marketplace. Key terms include brand equity, customer loyalty, relationship marketing, community consciousness, rituals and traditions, brand community, team brand communities, sports marketing, and potential competitive advantages.
- Quote paper
- Norman Arnold (Author), 2010, Team Brand Communities. Potentials and Pitfalls of the Brand Community Concept in the International Sport Brand Management, Munich, GRIN Verlag, https://www.grin.com/document/516533
