FC St. Pauli’s new merchandising strategy
: a case study of the German football club FC St. Pauli, its brand image, and the development of its brand equity

  • Lotta Christina Hilke (Student)

Student thesis: Master's Thesis

Abstract

Social responsibility and sustainable management practices are currently on everyone's mind - regardless of whether in a private or professional environment. This research presents an in-depth case study of a German Football club, which is currently the leader in corporate social responsibility in the football industry. The study analyzes the football club brand image and its new brand DIIY. In order to do so, an expert interview with the FC St. Pauli’s Managing Director was conducted. Additionally, this work reflects on the concept of general brand development and the impact on the club’s brand Identity and Image. The overarching goal is to evaluate the development of the club’s Brand Equity taking all of the above factors into consideration.
Date of Award28 Jun 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Romeiro (Supervisor)

Keywords

  • Case study
  • Brand image
  • Brand equity
  • FC St. Pauli
  • DIIY
  • German football industry
  • Merchandising
  • Corporate social responsibility (CSR)
  • Sustainability

Designation

  • Mestrado em Gestão e Administração de Empresas

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