THE BRAND PERSONALITY OF LARGE SPORT EVENTS

This article presents the results of research on the brand personalities of big sport events such as the FIFA World Cup, the Tour de France cycling race and the Olympic Summer Games. The authors evaluate the brand personality of each of these sport events as a set of human characteristics associated with the given brand. The research uses the method standardized by the American author J. Aaker who specializes in brands. Forty-two (42) traits of sport brands divided into 5 dimensions were evaluated in the research. The results gained by questionnaires were subjected to a detailed statistical analysis where each trait, forming the basic dimension of the brand, was evaluated using the statistical tools of arithmetic mean, mode, standard deviation and skewness. The results present traits describing positively the given brand for each sport event, as well as traits that do not describe the given brand. The authors then present a suggestion for action for each sport brand management to an improvement of the brand personality that can be used for a better understanding with the fans, spectators and public, for forming a communication strategy and for creating a brand value with the public.