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Authors
Advisor(s)
Abstract(s)
As marcas apareceram com as primeiras trocas comerciais, desde que o mundo é mundo. De sinais rudimentares, inscritos de forma ilegível sobre os produtos para autenticar a sua origem, a marca é hoje um activo, que cria valor para o consumidor e para a empresa, sendo sinónimo de competitividade e permanência no mercado.
Da mesma forma, e no âmbito das especificidades que caracterizam o marketing desportivo, os clubes de futebol registam as suas marcas, com o intuito de consolidar e optimizar esse mesmo activo, cuja principal característica, consiste na gestão da relação emocional que os adeptos têm com a marca.
Neste contexto, a estrutura do presente trabalho após uma reflexão acerca da importância da marca e sua gestão na afirmação comercial dos produtos, promove um estudo das componentes do marketing-mix do desporto, avaliando de seguida, a importância da utilização destas marcas como suporte físico da promoção de outras marcas e sua influência no consumo por indução
O grande desafio que se coloca ao nível desta relação, é o de saber até que ponto a relação emocional que o adepto tem com o clube, o influencia nas decisões de compra de artigos com a marca do clube e de marcas patrocinadoras
Para dar expressão a esta realidade, inclui-se no trabalho o estudo do caso da marca Benfica no futebol.
Brands have appeared with the first businesses, since the world is known as such. From rudimental signals, written in illegible ways over products in order to authenticate their origin, a brand is today an asset that creates and adds value to the customer and to the company, being a synonymous of competitiveness and existence in the market. ln the sarne way, the specificity that characterizes the marketing of sports, soccer clubs register their brands, with the objective of consolidating and optimise that sarne asset, which's principal characteristic, is the management of the emotional relationship that fans have with the brand name. ln such context, the structure of this work, after a reflection about the brand importance and its management in the commercial affirmation of products, promotes a study of the marketing-mix components in sports, followed by an evaluation of the importance of the utilization of these brands as a physical support for that promotion of other brands and their influence in the consumption by induction The big challenge that we face at this levei is knowing until what point the emotional relationship that the fan have with the club, actually influences its buying decision in the purchase of articles branded with the club's name or other sponsoring brands. ln order to give expression to this reality, we included a case-study on the brand Benfica.
Brands have appeared with the first businesses, since the world is known as such. From rudimental signals, written in illegible ways over products in order to authenticate their origin, a brand is today an asset that creates and adds value to the customer and to the company, being a synonymous of competitiveness and existence in the market. ln the sarne way, the specificity that characterizes the marketing of sports, soccer clubs register their brands, with the objective of consolidating and optimise that sarne asset, which's principal characteristic, is the management of the emotional relationship that fans have with the brand name. ln such context, the structure of this work, after a reflection about the brand importance and its management in the commercial affirmation of products, promotes a study of the marketing-mix components in sports, followed by an evaluation of the importance of the utilization of these brands as a physical support for that promotion of other brands and their influence in the consumption by induction The big challenge that we face at this levei is knowing until what point the emotional relationship that the fan have with the club, actually influences its buying decision in the purchase of articles branded with the club's name or other sponsoring brands. ln order to give expression to this reality, we included a case-study on the brand Benfica.
Description
Mestrado em Marketing
Keywords
Marca Diferenciação Posicionamento Marketing Estratégia Brand Differentiation Positioning Marketing Strategy
Pedagogical Context
Citation
Barata, Sérgio Paulo Tavares, (2005). " A exploração de marcas no marketing do desporto. O caso da marca Benfica no futebol". Tese de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.