برند سازی در مدیریت ورزشی سازمان ورزش شهرداری تهران(مقاله مروری)

Nowadays, the position of branding has gone beyond the level of the organization, as branding of the country and branding of the national identity are discussed. Branding is known as a means to achieve a competitive advantage in order to increase domestic investment and tourism, as well as to promote a better image, community development and recognition of a more favorable image. Sports is a tool for international affairs that countries can use to strengthen relations around the world. Historically, sports and its appeal are used as a method to promote political programs. A strong and reliable brand can attract new customers and retain previous customers, and as a result, increase the company's sales and income. In this regard, brand equity is created based on the unique characteristics of each brand. By providing an employee-centered brand equity model, it is possible to improve branding in the sports industry and increase the growth process of all organizations. . For this purpose, the researcher searched the international databases of Science Diret, Google scholar, Farsi language databases of Iran Doc and sports management publications in a period of ten years, and 15 articles were examined. The results showed that feedback from employees, internal communication of the brand and the level of branding of the organization have a positive and significant effect on the special value of the employee-oriented brand. Therefore, using employees' opinions, increasing communication and knowledge within the organization, and defining brand identity and commitments in a clear and simple way are suggested by managers.

برند سازی، مدیریت ورزشی،شهرداری تهران