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Einzelsportler als erfolgreiche Marke am Beispiel Zlatan Ibrahimovic

Einzelsportler als erfolgreiche Marke am Beispiel Zlatan Ibrahimovic


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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 2,7, IST-Hochschule für Management, Sprache: Deutsch, Abstract: Diese Arbeit verfolgt das Ziel, die Portabilität des Markenkonzepts auf den Fußballspieler Zlatan Ibrahimovic zu untersuchen und die Frage zu beantworten, ob Zlatan Ibrahimovic eine eigene Markenidentität besitzt und ob die Eigenschaften einer Markenidentität auf diesen Spieler übertragen werden können. In der Literatur sind Untersuchungen zu bekannten Sportlern wie David Beckham, Rafael Nadal oder auch Cristiano Ronaldo zu finden. Im Hinblick auf die Forschungsfrage sind noch keine wissenschaftlich fundierten Ansätze für den Fußballspieler Zlatan Ibrahimovic durchgeführt worden. Der zweite Teil der Arbeit widmet sich dem Forschungsstand und der Relevanz anlässlich des Markenbewertungsverfahrens. Darauf aufbauend wird im dritten Kapitel der Ursprung der Marke sowie die Definitionen des Markenbegriffes beschrieben. Der Ausgangspunkt des dritten Kapitels ist die Erläuterung des identitätsorientierten Ansatzes der Markenführung und dem Markensteuerrad nach Esch. Diese beiden Bewertungsmethoden werden für die Zielsetzung dieser Arbeit beansprucht. Im Anschluss wird das Untersuchungsobjekt Zlatan Ibrahimovic repräsentiert und mit dem Markenbewertungsverfahren anhand seiner Eigenschaften verglichen.


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Product Details
  • ISBN-13: 9783346838773
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 34
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346838773
  • Publisher Date: 13 Mar 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 109 gr


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Einzelsportler als erfolgreiche Marke am Beispiel Zlatan Ibrahimovic
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