A Rewiew on the Importance of Logo Design on Brand Identity in the Sports Industry: Examples of 10 Preferred Sports Brands Around the World

Öz

Due to changing technology and developing social standards, people have had the opportunity to produce more than they need and to make profit by selling what they produce. Increases in the income levels of societies that can produce and turn what they produce into a commercial gain have led to an increase in the welfare levels of societies and this has led to an increase in the free time of individuals. This multifaceted developmental structure has revealed the importance of the sports phenomenon, which has become the centre of attention of societies both at the recreational and professional level. In parallel with the relevant situations, societies now want to obtain comfort experience in terms of sportive products as in all areas of life, and all these factors have paved the way for the birth of the concept of sports marketing, which is a sub-discipline of marketing. In the phenomenon of sports marketing, which is based on the principle of positively influencing the consumer's tendency to prefer a product or service with a general definition and whose importance value is increasing day by day in today's industry, it has been observed that one of the elements that attract attention with its importance and necessity is the logo designs of brands producing sports products. In this study, the logos of 10 different sports product brands preferred worldwide, including Adidas, Asics, Hummel, Kappa, Lacoste, New Balance, Nike, Puma, U.S. POLO ASSN, Slazenger, were examined by comparing their similar and different aspects, and as a result, it can be said that logos aim to permanence in the human mind with associations that visually express a phenomenon, event or historical approach. In addition, it contributes to the literature as a source in the stage of determining the logos of sports brands to be established in the future. The aim of the study is to address the importance of logo design in creating brand identity in the sports sector and to be a guide for entrepreneurs who want to take their place in sports product marketing

Anahtar Kelimeler

• Brand Identity
• Logo Design
• Sports Marketing

A Rewiew on the Importance of Logo Design on Brand Identity in the Sports Industry: Examples of 10 Preferred Sports Brands Around the World

Öz

Due to changing technology and developing social standards, people have had the opportunity to produce more than they need and to make profit by selling what they produce. Increases in the income levels of societies that can produce and turn what they produce into a commercial gain have led to an increase in the welfare levels of societies and this has led to an increase in the free time of individuals. This multifaceted developmental structure has revealed the importance of the sports phenomenon, which has become the centre of attention of societies both at the recreational and professional level. In parallel with the relevant situations, societies now want to obtain comfort experience in terms of sportive products as in all areas of life, and all these factors have paved the way for the birth of the concept of sports marketing, which is a sub-discipline of marketing. In the phenomenon of sports marketing, which is based on the principle of positively influencing the consumer's tendency to prefer a product or service with a general definition and whose importance value is increasing day by day in today's industry, it has been observed that one of the elements that attract attention with its importance and necessity is the logo designs of brands producing sports products. In this study, the logos of 10 different sports product brands preferred worldwide, including Adidas, Asics, Hummel, Kappa, Lacoste, New Balance, Nike, Puma, U.S. POLO ASSN, Slazenger, were examined by comparing their similar and different aspects, and as a result, it can be said that logos aim to permanence in the human mind with associations that visually express a phenomenon, event or historical approach. In addition, it contributes to the literature as a source in the stage of determining the logos of sports brands to be established in the future. The aim of the study is to address the importance of logo design in creating brand identity in the sports sector and to be a guide for entrepreneurs who want to take their place in sports product marketing.

Anahtar Kelimeler

• Brand Identity
• Logo Design
• Sports Marketing

Kaynakça

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