Image management in sport organisations: the creation of value

Abstract

Aimed at the managers of sports organisations and sponsorship relationships who are seeking a useful information system to assist in their marketing decisions. Sets out to analyse how image can create value for sports organisations. It can contribute to the enhancement of their ``brand equity'', and bring about changes in consumer behaviour. The first section of this paper seeks to promote the understanding of image as a concept useful for such managers. The second section illustrates, through case studies, how image can serve as the basis for decisions and action within the domain of sports management. We suggest some specific principles, tools and methods which can be applied to this overall process.