Formation of the brand platform as a component of the intellectual capital of the women's football team

Balashov Kirill
Master of the Department of Business Economics and Business Organization, Odesa National University of Economics, Odesa, Ukraine, E-mail:k.a.balashov2000@gmail.com, ORCID ID:

Orlenko Olha
Associate Professor, Phd of the Economics of Enterprise and Business Organization Department, Odesa National Economic University, Odesa, Ukraine, E-mail:orlenko20022015@gmail.com, ORCID ID: https://orcid.org/0000-0002-8814-4476

Cite this article:

Balashov K., Orlenko O. (2024) Formation of the brand platform as a component of the intellectual capital of the women's football team. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Formuvannia brend-platformy yak skladovoi intelektualnoho kapitalu zhinochoi futbolnoi komandy; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 5-6 (318-319), pp. 136-148.

Abstract

At the current stage of the development of the theory of intellectual capital, the study of methods, mechanisms, actions that must be taken for the effective formation and management of intellectual capital and its elements is characteristic. Marketing and branding can be singled out among the important sources of intellectual capital formation, the article is devoted to this issue. The relevance of this work is determined by the need to improve the marketing activities of subjects in the field of physical culture and sports based on the study of the peculiarities of the development of sports branding, as an important part of intellectual capital in today's conditions. The article examines the development of scientific thought on the definition of intellectual capital and its components. An analysis of the peculiarities of the creation and promotion of brands of women's football teams in the world and in Ukraine was carried out. In particular, an analysis of the brand concepts and content strategy of the Ukrainian women's football teams of the Higher League was carried out. The main groups of Ukrainian women's football teams of the Higher League are given according to the concept of the formation of intellectual capital. The directions of the formation of brand platforms of independent Ukrainian women's football teams, such as city clubs, have been determined. The construction of a football team's brand platform based on cause-marketing is demonstrated on the example of ZFK SEASTERS (Odesa) and the influence of the brand on the intellectual capital of the club is considered. The study concludes by emphasizing that the integration of intellectual capital and branding strategies can contribute to the growth and success of women's soccer teams. By recognizing the importance of intellectual assets and investing in a compelling brand platform, teams can not only increase their visibility and market appeal, but also create a solid foundation for long-term sustainability, stakeholder relations and strategic growth in a competitive sports environment.

Keywords

intellectual capital, brand-platform, cause-relation marketing, brand, branding, sports branding, relationship capital, structural capital.

JEL classification: L260; L810; O300; DOI: https://doi.org/10.32680/2409-9260-2024-5-6-318-319-136-148

UD classification: 005.336.4:659.126

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