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Izaak S.I., Kolovratov V.A. Formation of individual brand of professional athlete

DOI: 10.34835/issn.2308-1961.2020.6.p134-137
Formation of individual brand of professional athlete
Svetlana Ivanovna Izaak, the doctor of pedagogical sciences, professor, Vladislav Andreevich Kolovratov, the master student, Russian University of Transport, Moscow

Introduction. Managing the brand in the professional environment helps solve the problems: to ensure the popularity of the high-class athlete, to increase his material wellbeing, to popularize the sport. The purpose of the research is to study the issues of sports brand and personal marketing, contributing to the creation of the effective brand of the professional athlete. Methods: the general theoretical method of dialectical cognition; methods of comparison, analysis, generalization, systematization. Results: the provisions on the process of creating and promoting the brand by using the marketing tools; the relationship between the image of the professional athlete, sport and the sports industry as a whole. Conclusions. The formation of the effective brand and positive image of the professional athlete is necessary condition for converting its popularity into marketing potential, which will significantly increase income at the career stage and ensure the post-career future.
Keywords: brand, image, personal marketing, professional athlete, sports.
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Article arrived in edition 27.06.2020
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