The creation of RB Leipzig. Authentic identity or self-deception?

Martin Wenzl was born in 1979 in Rotthalmünster. After an apprenticeship as a technical drawer, he studied micro system engineering at the FH Regensburg, obtaining the qualification of a graduated engineer. Following up, he gained practical experience as a process engineer in the semiconductor field and as a design engineer in the aerospace industry. Most recently, he received a Master degree in Business Administration at the private college of economics and management (FOM) in Stuttgart. At the moment he is working as a configuration manager in the avionic industry.Alongside his economic career, he played soccer since the age of 14. Afterwards, he was active as a functionary on a two-year basis; in both cases at amateur level. Nevertheless, he was always fascinated by the mechanism in professional football and the relationship of supporters to their clubs. Especially the newly founded club in Leipzig by means of Red Bull got into his focus and motivated him to deal with and write about this subject.

Text sample:Chapter 3.1 TYPES OF BRANDS:In comparison with another brand customers are willing to pay a price premium which is also an indicator of loyalty.These definition stands in correlation to the effectiveness of a brand. But the understanding of the term brand has changed over the last 50 years. But first of all is not tried now to give a complete overview about this topic, nevertheless a rough sketch will be given.Therefore in the beginning years respectively in the 60 s the feature-oriented understanding has dominated in regard of a brand. This approach occurred through the idea to create differentiation against other providers. Later the sight on the product has changed and the sight from the perspective of the consumer came up. Out of that several groups in the early 70 s started to discuss which factors of the brand have an effect by the customers.Moreover in the 90 s also in order to determine the brand equity groups started to determine sub-terms of the generic term brand. At this time also an integrated approach has been discussed. In other words both perspective of the provider and the costumers were combined in one approach. These decade also gave brands an own personality on the one side and emphasizes that brand can exist also in any other possible ways on the other side. Nowadays the brand is driven by communication in general and in communication style with customers in order to create a durable connection with them.Summing up the understanding of the term brand changed with the perspective, the extension of the conceptual framework and the techniques to reach potential customers. This is one major reason for the huge variety of different categorizations in regard to the term brand.Because brands exists at all branches, also in the sport surroundings the term is highly discussed. Therefore several meanings and types of brand who have a sport context are shown in the following. To provide facts how a brand has to be essential elements and functions of the brand for the provider and the customers are given.First of all a brand must have some essential elements in order to be realized as one. For this reason a brand has to have an indistinguishable characteristic to be differentiable against others. However a brand can exist as nearly everything what might be possible. Therefore a symbol, person, service, also an organization or a league is imaginable but also just a letter, a number or a colour are possible to exist as a brand. The pre-condition is that people have an awareness of the brand-exist because only after they can create an association and an image of the brand. To secure a durable success it is necessary to have both a clear message and a continuous improvement to stay in mind.As a consumer a brand has first and foremost a function for them. In everybody's mind there is a distinctive and unique imagination of the brand. By buying, using and showing the affiliation with the brand the consumers is also trying to differentiate from others. Therefore the consumer expects a constant type and quality of the preferred brand. If these facts are guaranteed he might be able to identify with the brand to receive for example prestige and confidence. The brand has also the advantage to provide a faster orientation in buying decision which discharges them from regular evaluation. Not only but especially in the sport context to express the affiliation with a player or a team is an emphasizing of the own personality.From the perspective of the brand owner the functions of the brand are different. One of the first functions ever has been the protection of the own brand. But also in case of diversification of the product range the provider can mark his new products and services with his advantageous sign. If the brand is unique the distinguishing itself from other competitors is easier. The creation of preferences helps both to stay in a competitive market and to demand a price premium. The brand