BRAND IMAGE GERMANY
There are clubs in the German Bundesliga with different characteristics and values. Some teams focus on the highest possible profit, prestige, fame and recognition. Others for identification with the region, creating the image of a local, modest team. Some of the German teams, despite the 50 + 1 rule, are run by external investors. Others, on the contrary, proudly promote a membership club form and promote anti-commercial values.
In 2013, German scientists conducting research in the field of sports marketing decided to define and categorize the 1st and 2nd Bundesliga clubs, assigning them to specific groups. The authors of the scientific publication "Markentypen im deutschen Profisport" on this subject were Prof. Dr. Andre Buehler, Thortsten Scheuermann and Prof. Dr. Gerd Nufer. The research method was to survey over 4,700 German fans, as well as over 50 employees of Bundesliga clubs.
The study was conducted on the 1.Bundesliga and 2.Bundesliga teams of the 2012/2013 season. Some clubs like FC Schalke 04 and FC St. Pauli were classified into two categories
Source of the picture: WITTERS cited by SportBild.de (https://sportbild.bild.de/fussball/2-liga/2-bundesliga/derby-in-der-2-bundesliga-so-sehen-sie-hsv-gegen-st-pauli-live-im-tv-78885412.sport.html)
ECHTE MARKE
The Real Brand - A brand showing its truest side
FC St. Pauli (absolute leader of the ranking), 1.FC Union Berlin, 1.FC Kaiserslautern
CHAMPIONSMARKE
The Champions Brand - a club recognized all over the world, each year aiming to fight for the highest national and international goals.
FC Bayern München
KULTMARKE
The Cult Brand - a brand that is unique and has a large group of fans.
FC St. Pauli, FC Schalke 04, Borussia Dortmund, Fortuna Düsseldorf
TRADIOTIONSMARKE
The Tradition Brand - brands characterized by considerable heritage and tradition, respected by fans of other German clubs,
Borussia Mönchengladbach, FC. Nürnberg, FC Schalke 04, HSV Hamburg, 1. FC Koeln, Eintracht Braunschweig, Hertha BSC, TSV 1860 Muenchen
REGIONALMARKE
The Regional Brand - brands characterized by a regional image, being a strong and recognizable brand mainly in their region:
FC Augsburg, SC Freiburg, 1.FSV Mainz 05, Greuther Fürth, Dynamo Dresden, Erzgebirge Aue, SV Sandhausen, SC Paderborn
RETORTENMARKE
The Test Tube Brand - a brand created on very commercial values, made 'out of a test tube'.
Bayer Leverkusen, VFL Wolfsburg, TSG Hoffenheim. Of course, RB Leipzig should be added to the list, which at the time of the study was only in the 4th league and was not included in the list.
SOURCES :
Bühler, A., Scheuermann, T., & Nufer, G. (2013). Markentypen im deutschen Profisport–Ergebnisse eines empirischen Forschungsprojekts zur Markenwahrnehmung in den deutschen Teamsportligen. NACHSPIELZEIT. Die Schriftenreihe Des Deutschen Instituts Für Sportmarketing.
https://www.instagram.com/p/CcF63fOK0pc/
https://www.instagram.com/fcstpauli/
https://www.instagram.com/fcbayern/
https://www.instagram.com/s04/
https://www.instagram.com/borussia/
https://www.instagram.com/sgdynamodresden/
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