Strategic Brand Management In and Through Sport

This book explores how sport brands can be managed strategically, as well as how non sport brands can be managed strategically through their association with sport. Despite decades of extensive research, brand management remains a priority for academics and practitioners alike.To this day, ample new and insightful research are being conducted on the matter, with questions around how a brand can be managed strategically still emerging.As the knowledge on the issue deepens, so does our interest in fully comprehending the fascinating and ever-developing strategic brand management, bearing in mind the ever-shifting environment in which brands operate. A particularly interesting topic within the wider brand management literature is brand management both in and through sport.The study of how sport brands can be managed strategically, as well as how non-sport brands can be managed strategically through their association with sport remains an interesting and unique field, offering valuable ins