Sports logo as a marketing enhancement tool of printed sports wear

Abstract EN

A brand's logo has served as a means for resolving the problem of in-distinguishability.

As one of the most salient visual elements of a brand, logos facilitate the identification of the brand and its differentiation from competing alternatives.

Brands are important intangible assets that significantly impact firm performance .Indeed, customers can develop deep, meaningful relationships with a brand which result in increased brand purchase reduced customer price sensitivity, and lower marketing costs.

A logo anchors a company's brand and becomes the single most visible manifestation of the company within the target market.

For this reason, a well-designed logo is an essential part of any company's overall marketing strategy.

The aim of this research has been to improve promoting and marketing sports brands through using logos to make new ideas for textile printed designs for sportswear and establish a significant and differentiated presence in the market that attracts and retains loyal customers.

A survey was used to test the response of selected sample of costumers concerning the development of sportswear brand using printed logos as "[d]esign moves things from an existing condition to a preferred One".

This research demonstrates the use of sports logos printed on sportswear as a marketing tool aiming to develop and promote the sports brand.