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In This Chapter
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The Management of Football Brands
- Brands in sport
- Identity brand management
- Brand identity as a basis for brand management
- Brand identity, brand image and brand positioning
- Success factors of brand identity management
- Brand management analysis of the Borussia Dortmund brand
- Conclusion
- Notes
- Bibliography
Abstract
The “ball game” club Borussia Dortmund 09 (abbreviated Borussia Dortmund, BVB, or BVB 09) is one of the German clubs with the best sporting results in men’s football: in addition to eight German championships and three victories in the German Cup, BVB won the 1966 European Cup Winners’ Cup (making it the first German club to win a European Cup), and in 1997, the Champions League, at the same time as the Intercontinental Cup.
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