Kreowanie marki w sporcie
Creating a brand in sport

Summary/Abstract: The aim of this paper is to present a contemporary approach to branding in sport. Sports brands are especially recognized and appreciated by consumers because of the emotions that are connected with supporting a team or even practicing. Those involved emotions are what make those brands unique and valuable on the market. The approach to creating a brand image is not focused only on how to stay in consumers’ minds, but how to build brand identity and personality. The paper will present the process of branding in sport, which includes the above-mentioned aspects.

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