Purpose – The paper aims to refine existing customer‐based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer league Bundesliga. Design/methodology/approach – After assessing brand equity on the basis of actual...

Market demarcation is based on the idea that a sales market is not an undifferentiated set of products, but that it rather embodies an entity made up of separate groups of products which differ with regard to certain demand‐relevant characteristics. The term market demarcation is defined first...

Outlines awareness of political marketing in Germany and argues that there is a need for the German political parties to market themselves. Discusses some of the essential aspects of political marketing, with particular reference to the institutions, ingredients and instruments involved....