Grado de planificación y gestión estratégica en el proceso de branding en los clubes LFP en España
Year: 2014
Type: article
Abstract: The context of general crisis and the critical economic situation in the field of professional football in Spain have led to search for new fundraising models. It is within this framework that the process of branding made by different LFP (Liga de Fútbol Profesional / Professional Football League) clubs must be analyzed. A strategically planned and consistently managed brand, based on a thorough investigation of the market where it operates, and aimed at the engagement of its targeted audience, becomes a recognized, differentiated and well-positioned element that offers added value to the industry. The audience’s perception regarding teams and clubs creates a certain image that may lead to new funding and business opportunities within the market.
Source: Cuadernos info
DOI: 10.7764/cdi.34.580
Author: Santiago Mayorga Escalada
Institution: Universidad Pontificia de Salamanca
Language: Spanish
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2086891153