Marija Jankovic¹

¹University of Mediterranean, Faculty of Business Studies, Podgorica, Montenegro

Application of Emotional Branding Strategy in the Model Development of Sports Brand of The Bottled Water Market

Sport Mont 2017, 15(2), 49-52

Abstract

The new economy has brought new meaning to the brand, which is characterized by a brand, but also has a human touch, turning into an emotional brand. Alternative branding strategies put emphasis on brand experience in terms of emotional, holistic and socially responsible. Bottled water has become the world's "liquid gold" in the last 40 years, because it is a natural product, which is made with minimal costs. The paper develops the idea to perform a kind of humanization and the introduction of a new emotional brand of bottled water on the market, which will bear the name "Aqua F.I.F.A" designed label of FIFA international organizations, as well as the roof of the organizers of the most important football events in the world and the label of the national team. This paper will analyze in detail the market opportunities and prospects of introducing a unique sports brand, on the emotional aspect, with the use of effective marketing communication strategy.

Keywords

brand, strategy, sports brand, communication

View full article
(PDF – 291KB)

References

Belch, G.E., & Belch, M.A. (2004). Advertising and promotion: an Integrated Marketing Communications perspective. 6th edition. New York: Tata McGraw-Hill.

Dugalić, S. (2008). Definition and conception of sports products. New sports practice, 3(2), 56-71.

Duncan, T., & Moriarty, S.E. (1998). A Communication-based marketing model for managing customer relationships. Journal of Marketing, 62, 1-14.

Gobe, M. (2006). Emotional branding- new paradigm connecting brands with people“. Mass Media International, Belgrade.

Kahle, R.L., Riley, K. (2004). Sports Marketing and the Psychology of Marketing Communication, Mahwah, New Jersey.

Kotler, P. (2006). Marketing Management, 12th Edition, Data Status, Beogard.

Kvejl, M. (1994). The old continent, new media, Belgrade, Nova Holding, p. 196.

Mullin, B., Hardy, S., & Sutton, W. (2014). Sport Marketing, IV Edition, Sheridan Books, USA.

Thomson, M., MacInnis, D., & Whan Park, C. (2005). The ties that bind: Measuring the strength of the consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77–91.

Verčič, D., Zavrl, F., Rijavec, P., Tkalac V.A., & Laco, K. (2004). Relations with media. Masmedia, Zagreb.