Η ενίσχυση της υπεραξίας της επωνυμίας (brand equity) στις επαγγελματικές ποδοσφαιρικές ομάδες: η περίπτωση της ΠΑΕ Ολυμπιακός
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Abstract
This thesis investigates the concept of “brand equity”, especially as it is perceived in the field of sports. In particular, an attempt is made to search out how the most important European football teams apply the conceptual frameworks in order to achieve the coveted “brand equity”. Lastly, it also explores the possibility of a Greek football team to apply these lessons and enhance its “brand equity”.
The football industry has been subject of exponential growth, particularly over the past decade. Through the writing of this thesis, the aim is to be stressed out that football teams are considered –and should be considered- as brands and, as a result, they should focus on building their “brand equity”.
The first part of the thesis elaborates the concept of “brand equity”, as it is analyzed by the marketing science.
The second part of the thesis presents the approach of “brand equity” specifically in the field of sports.
Part three of the thesis contains the basic techniques of the most important European football teams in order to enhance their “brand equity” and how this process affects their financial status.
Part four of the thesis focuses on the current approach of the Greek football team Olympiacos Football Club on “brand equity” and how it could enhance it taking into consideration the techniques of the European football teams.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
93Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα