The Brand of an Athlete – Reconsidering Its Dimensions


The Brand of an Athlete – Reconsidering Its Dimensions


Mihaela Constantinescu,

Classification JEL



In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Before presenting the results of a qualitative research on Romanian athletes’ image, the article will highlight the usefulness of measuring athlete brand image both for the athlete and the sponsor/endorser.


Brand, athlete, sports marketing.

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Please cite this article as: etimm (2016) The Brand of an Athlete – Reconsidering Its Dimensions. Journal of Emerging Trends in Marketing and Management.