CONSUMER PERCEPTION OF A SPORT BRAND. STUDY CASE AT THE SPORT CLUB MUNICIPAL CRAIOVA

• Main Authors: BARBU MIHAI CONSTANTIN RĂZVAN, DIACONESCU DRAGOȘ LAURENȚIU, UMUT ALICAN, POPESCU MARIUS CĂTĂLIN
• Format: Article
• Language: English
• Published: Academica Brâncuşi 2019-10-01
• Series: Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie
• Subjects: brand; perception; marketing strategy; sport brand; scm craiova.
• Online Access: http://www.utgjiu.ro/revista/ec/pdf/2019-05/09_Barbu.pdf

Branding has always been a complex topic. Everyone uses the term "brand", but very few manage to define it clearly. The brand has its distinct personality. Companies create products and register trademarks, but consumers build brands. The products can be copied and replaced, but the brands remain unique. They can get old but the authentic brand is eternal. Products become instantly useful, but brands become appreciated over time. A brand must be clear, reliable, and credible to both consumers and team members. When it comes to a brand we have to think about the following aspects: what are the physical and psychological attributes through which they express their personality? The paper aims to present theoretical aspects regarding the notions of the brand and the consumers' perception of sports products and services, with practical examples from the activity of Sport Club Municipal Craiova.