Abstract

In recent years, scientists have actively created and developed brand-building models, trying to fill in the missing gaps in sports branding strategy theory. This paper analyzes the theoretical sports organizations branding problems, paying special attention to sports branding elements and their relations. Sports organizations branding strategy development perspective is disclosed in the article, based on the theory of marketing communications. The article identifies major sports organizations branding strategy formulation factors, presents new sports organizations branding strategy management model, which reveals synergized branding and marketing strategies for the organization. Most of the currently existing differences of opinion between scientists, explaining branding concept suggests, how complex and challenging is brand-building process that helps organizations to acquire, or to highlight the advantage over other brands of sports organizations. The aim of the study was to compare sports organizations brandbuilding models found in scientific literature and to identify the key elements of the branding strategy. For analysing theoretical sports organization’s brand building models, methods used in the article were as follows: systematic, comparative and logical analysis. In order to discuss the sports organizations branding strategy forming process, it is necessary to provide some analysis of the limits that would come close as far as possible to the issue of the article. Therefore, carrying out the primary article goal, it is necessary to release the simple phenomena of empty abstractions shell, necessary to capture the factors that affect the branding strategy forming process. Results: sports branding concepts analysis by macro level revealed that two main provisions dominates in the literature: some theorists consider that it‘s an activity designed to create, maintain or change people’s attitude towards certain sports, others think that it includes design development, planning and communication delivery name and identity to form and manage reputation. The analysis proposed by the authors branding concepts, it can be stated that there is no consensus on sports branding and brand development concepts use. The discussion of the results and conclusions: the article begins with the analysis of brand and branding concepts. Branding is one of the marketing disciplines used in goods or services to define the distinctive added value from this oneness to create. Analysing sports organizations, such brand management concept would mean that sports organizations brand management defines and highlights the unique values of the organization and based on them add value to the consumer. Based on the scientific literature can be found on branding and brand concept analysis is proposed to formulate: brand is a set of ideas that certain specific features will encourage the target audience to think positively about a specific organization, product or service. Sports organizations brand-building models and their elements analyzis revealed that most models have clearly defined their elements, but they are often of intermittent nature, uncertain design consistency; sports brand-building models are not sufficiently detailed and informative, they analyze a limited amount of the factors, often impose finite sports brand building actions that leads to sports branding model incompleteness and limited practical use. Verf.-Referat