Is death preferable to the rat race?

Brands and Sports

First German-language compendium on the status quo “Brands and Sport”. Renowned authors illuminate the complex of topics comprehensively and take a look at brand strategies, instruments of brand management and brand controlling as well as aspects of trademark law. First and foremost, the brand management of sports organizations and other players in sports is considered. In addition, “brand management with sport” is addressed, ie the use of the radiance of sport by brand owners from other areas for communication purposes.
The reader receives a scientifically based as well as practically oriented overview of the facets of this dynamically developing area. Numerous case studies illustrate the application of the knowledge gained.

The content

  • Basics of brands and brand management in and with sport
  • Special features of brands and brand management in and with sport
  • Legal Aspects of Brands and Sports
  • Controlling brands in sports
  • Case studies

The target groups

· Scientists, lecturers and students from the fields of (sports) brands, (sports) marketing, (sports) trademark law and (sports) management

· Practitioners from brand and sports management as well as brand law and (sports) brand protection

· Executives with tasks in (sports) brand management and (sports) sponsoring

The publishers
Prof. Dr. Holger Preuss is Professor of Sports Economics and Sports Sociology at Johannes Gutenberg University Mainz.
Prof. Dr. Frank Huber is Professor of Marketing at Johannes Gutenberg University Mainz.
Prof. Dr. Holger Schunk is professor for media management with a focus on brand communication and advertising at the MHMK, Macromedia University for Media and Communication, Stuttgart.
Thomas Könecke is a research assistant at the Institute for Sports Science (Department of Sports Economics and Sports Sociology) at Johannes Gutenberg University Mainz.

Keywords

Brand controlling Brand management Sports management Sports brand management Sports marketing Sports sponsoring
  • Holger Preuss
  • Frank Huber
  • Holger Schunk
  • Thomas Koenecke
  1. 1.MainzGermany
  2. 2.RottweilGermany
  3. 3. Johannes Gutenberg University Mainz Center for Brand Equity and CompetitionMainzGermany
  4. 4.FB 02 FG Sport Economics and SociologyJohannes-Gutenberg-UniversityMainzGermany

About the editors

Prof. Dr. Holger Preuß is Professor of Sports Economics and Sports Sociology at Johannes Gutenberg University Mainz.

Prof. Dr. Frank Huber is Professor of Marketing at Johannes Gutenberg University Mainz.

Prof. Dr. Holger Schunk is professor for media management with a focus on brand communication and advertising at the MHMK, Macromedia University for Media and Communication, Stuttgart.

Thomas Könecke is a research fellow at the Institute for Sports Science (Department of Sports Economics and Sports Sociology) at Johannes Gutenberg University Mainz.

Bibliographic information

  • Book TitleBrands and Sports
  • Book SubtitleCurrent aspects of brand management in and with sport
  • Editors Holger Preuss
    Frank Huber
    Holger Schunk
    Thomas Koenecke
  • DOIhttps: //doi.org/10.1007/978-3-8349-3695-0
  • Copyright InformationSpringer Fachmedien Wiesbaden2014
  • Publisher NameSpringer Gabler, Wiesbaden
  • eBook Packages Business and Economics (German Language)
  • Softcover ISBN978-3-8349-2751-4
  • eBook ISBN978-3-8349-3695-0
  • Edition Number1
  • Number of PagesXXIX, 561
  • Number of Illustrations157 b / w illustrations, 0 illustrations in color
  • TopicsMarketing
    Business and Management, general
  • Buy this book on publisher's site