ISSN:2146-4219

BRANDING COMPETITION OF BEŞİKTAŞ GYMNASTIC CLUB AND ÇARŞI FAN GROUP IN THE CONTEXT OF BRAND COMMUNICATION IN SOCCER


The soccer clubs have been established bussiness affairs with their fans instead of strong emotional bonds while concentrating on branding and marketing issues. Besiktas, which is one of the most important brands in Turkish Soccer Leauge, has been laged behind in sporting success from its competitors for recent years and experienced corporate management instability. The aim of the study is to reveal the brand and representation conflict between Beşiktaş football team and Çarşı fan group. This study is important because it compares a football team with a group of fans in terms of branding. The research was limited to the communication activities of Beşiktaş football team and Çarşı support group between 2009-2014. Brand communication and branding have been made by detailed literature surveys as it is methodological. Besiktas Club and Carsı Group’s reports have been analysed in which news take part in media. As a result, Çarşı differentiates itself from the group it represents and forms its own image. Besiktas Club could not establish a strategic communication management, could not provide continuity in sports success and absolute control over the players could not be established. The fact that financial indicators remain stable and fail to meet UEFA criteria in financial values prevents Beşiktaş Club from becoming a global football brand.


Keywords


Brand, brand value, Beşiktaş, Çarşı, branding in soccer

Author : Oğuz GÖKSU
Number of pages: 151-169
DOI: http://dx.doi.org/10.29228/diyalektolog.37298
Full text:
Diyalektolog - Ulusal Hakemli Sosyal Arastirmalar Dergisi
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