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Building the brand of Romanian teams from

Article in Bulletin of the Transilvania University of Brasov · July 2020 DOI: 10.31926/but.shk.2020.13.62.1.35

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The user has requested enhancement of the downloaded file. Bulletin of the Transilvania University of Braşov Series IX: Sciences of Human Kinetics • Vol. 13(62) No. 1 – 2020 https://doi.org/10.31926/but.shk.2020.13.62.1.35

BUILDING THE BRAND OF ROMANIAN SPORTS TEAMS FROM HANDBALL

I. TURCU1 G.B. BURCEA2 D.L. DIACONESCU2 A.A. TOHANEANU2 M.C.R BARBU 2

Abstract: In our days building a brand means that you start getting visitors to the site who have no reason to be there, except that part of the brain is connected with the company name. In the long run, this situation becomes paramount to expanding the brand. Because it is a first choice, people think about the name of the business and will tell or recommend the services / product to their peers. In the paper " Building the brand of Romanian sports teams from handball" we initially sought to present the theoretical aspects of the brand term, an introduction to the history of Romanian handball, presentation of the results and medals won by the Romanian teams and the strategy used so far that led to the transformation of Romanian handball into a brand.

Key words: branding, handball, marketing strategy, history, .

1. Introduction innovation. It needs to be brought to fruition and create an incredible consumer Building a brand means creating stories. experience. The product and company are there to Creating a brand is quite a long process. support and facilitate customer success. The This means you have to be patient and brand is the differentiator in the business develop a long-term strategy. The brand market already crowded with a multitude of image must be supported by actions and solutions for the same needs [1]. creations that are pointing in the same There are brands that have innovated by direction [12]. communicating the sharing of business To stay in people's minds, you must experience, education and support repeat yourself. How many times it is offered to other people to learn about necessary. Here comes the created business, market, mechanisms. Others content, which can be a tweet, a Facebook have opted for transparency and post, a blog article. The key is to be innovation has continued over time distributed and can be remodelled several because it came from a genuine place. To times. The strength of quality content is build a brand you can't just talk about scalability, both as a large number of

1 Departament of Motric Performance”, Transilvania University of Braşov. 2 Department of Theory and Methodology of Motor Activities, University of Craiova. 266 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 13(62) No. 1 - 2020 people who can consume information and being used by charities and non-profits, the multiple ways in which it can be which compete with commercial brands transmitted and produced. on the emotional territory of people's minds and hearts, for the money in their 2. Literature Review pockets [5]. 2.1. Theoretical notions about the brand The brand is the key element in the development process of a company, so it Once upon a time, brands were simply is important that it is used effectively in household goods - soap, tea, washing the sales process. powder, shoe cream, boring everyday The branding mechanism has been products that were consumed and designed and defined by modern replaced. The brand was a symbol of communication techniques. But the consistency. In a time when the products success of the idea of branding has were counterfeit, the quality of the surpassed even the most ambitious production was inconsistent, and the price, dreams of its creators. Branding has so far variable, the brand meant quality, quantity exceeded its commercial origins that its and standard price. The brand image impact is practically immeasurable in designed and supported the product. social and cultural terms. He has spread in Today, all this has changed radically; education, sports, fashion, tourism, art, brands have affirmed their place in the theatre, literature, regional and national world. Most often, we consider the politics and in almost all other areas we functional qualities of a product as self- could think of. Branding is increasingly evident and, while brands continue to deal being used by charities and non-profits, with the image, it is not just their own which compete with commercial brands image anymore, but ours. Nowadays, on the emotional territory of people's branding is mainly about involvement and minds and hearts, for the money in their association, the external and visible pockets. demonstration of private and personal All this means that the brand is not affiliation [4]. Branding allows us to define actually controlled by the marketing ourselves by using an immediately people, despite their huge budgets, their intelligible abbreviation for the world research programs and their army of around us. Diesel, Adidas and W hotels branding, advertising and event mean a lifestyle; Hermès, Ralph Lauren management. The brand is controlled by and Ritz are another. You can combine us - by the customers. When a brand is and match them to adjust, amplify, and truly successful, it can develop in ways emphasize your perception of yourself. and rhythms that amaze those who claim Branding has so far exceeded its to control it; and when a brand has commercial origins that its impact is problems, the opposite happens. practically immeasurable in social and Brands are those intangible resources cultural terms. He has spread in that need to be developed daily and education, sports, fashion, tourism, art, maintained with great care. The theatre, literature, regional and national characteristics of a brand are: reputation, politics and in almost all other areas we trust and recognition among customers [9]. could think of. Branding is increasingly People involved in branding try to I. TURCU et al.: Building the Brand of Romanian Sports Teams from Handball 267 develop or align expectations behind the idea was not entirely original. At the end brand experience, creating the impression of the nineteenth century and in the first that a brand associated with a product or two decades of the twentieth century, service has certain qualities or there were already several variants, characteristics that make it special or practiced in Bohemia, Denmark or unique. A brand is therefore one of the Germany. most valuable elements in an advertising Former athletic champion, Carl Schellenz theme. The art of creating and thought of handball in eleven especially maintaining a brand is called brand for women, whose football was rather management and it takes colossal work to forbidden. The success of the new achieve the desired results [7], [8]. discipline was also due to the position of While many people value the brand as a professor at the Higher School of Sport in logo, as a brand, it needs to be specified Berlin, held by Carl Schellenz. Thus, the that the brand is something more than future teachers of physical education them. A brand includes consumer began their career already knowing the confidence and loyalty. The brand identity rules and taste for this game. Became very is described as the one that offers the popular in Germany, handball in eleven customer safety, and this perspective is was included in 1936 in the program of beneficial. The brand gives people the the Berlin Olympics, a tournament measure of things - an indicator of the attended by . But it was not until level of their expectations and the 1972 (in Munich, for men) and in 1976 (in assurance that promises will be kept. Montreal, for women) that handball Brands make a difference, which is why became an authentic Olympic sport [2]. they matter. Loyalty to the brand is proof The history of Romanian handball begins that consumer preferences are not always with a physical education teacher from determined by the lowest price. Brands Sibiu. In Transylvania, in the Saxon schools decrease the price elasticity and this means organized and administered by the that brands will ask for and receive higher Evangelical Church, physical education prices because they are unique and cannot was an old tradition. Teachers were often be repeated by other products or services. sent to Germany or Austria to learn the methods of teaching and 2.2. Introduction to the history of sports games. It happened that in Romanian handball February 1920, when Carl Schellenz organized the first demonstrative handball The emergence of handball as a sport match at eleven on a football field, such a Like or , the handball teacher was among the spectators. game was invented by a gym teacher. It's just Therefore, the birthplace of Romanian that he does not teach at an American handball were the schools in Sibiu where college, but in Germany. Carl Schellenz (1890- Wilhelm Binder was active as a teacher. 1956) actually adapted the football game. The first games were played in 1921. The first "handball" teams were made up The other communities of Transylvanian of eleven players, and the field was the Saxons or Banat Swabians also adopted size of the football, which explains the the new sports discipline. During the scores quite similar. But Carl Schellenz's interwar period, handball was played 268 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 13(62) No. 1 - 2020 mainly in Sibiu, Mediaş, Sighişoara, Bistriţa Olympic champion. or Braşov, but also in Lugoj, Timişoara, Romania wins the pre-qualification but less in . tournament at the . Rio However, the centre of Romanian 2016 is only the fourth qualification out of handball remained in Transylvania and 11 attempts, and the best ranking came at Banat and the first big players were Saxons the inaugural edition: fourth place in and Swabians. Sighişoara, where an 1976, in Montreal. Olympic training centre was established a few years ago, gave one of the most Marketing strategy for Romanian powerful teams. Moreover, in the city of handball Târnavă, handball was preferred to football According to the National Audience by physical education teachers. Survey (SNA), handball is in fourth place among the sports pursued by , Introduction to the Romanian female being overtaken by football, gymnastics and handball figure skating. 37% of Romanians said in Romania has three gold medals, all 2017 that they were watching handball, and obtained at the World Championships. The last year their number increased to 39%. first two in 1956 and 1960, in handball in In sports, football has 42% of the people 11, the last in 1962, even in Bucharest, in who are attentive or dedicated, with 40% the current format: seven against seven. who watch daily, handball - about 30% After some painful defeats in the semi- watch daily. Women's gymnastics has finals of the final tournaments of 1999 and about 36% public attention or dedicated, 2000, Romania returns to the podium in figure skating 35%, handball 29%, 2005: the team led by 15%, basketball 5%, rugby 1%, wins the silver at the World Championship below 1%. in Russia. Gold remains with the host Outlining a new identity of the team. Romanian handball: a new logo that However, for the national team there underlines, through the presence of the are a few years of transition, in which the tricolour, the connection between the goals remain unfulfilled: the 13th place at Romanians and the handball, a mascot the 2011 World Cup results in the failure represented by a gray dacus that reminds of the qualification for the London 2012 of the tradition of this , Olympic Games. an anthem, a symbol - the Dacian wolf, Romania overtakes in eighth, whose courage and heroism is meant to defeats dramatically, after overtime, inspire the players of the national teams - Denmark in the quarterfinals and loses and a new equipment, with a Dacian (also in overtime) the semi-final against armour drawn on the back. . In the bronze medal game, the All these elements of identity emphasize girls leave Poland no chance the main message of the new strategy, In the preliminaries for the European that handball is the national sport of the Championship in Sweden, Romania wins - Romanians, being also the most awarded after a break of 15 years - Norway, a team in Romania. At the same time, that currently holds all the major sports the aim is to outline an image of the titles: it is the World, European and Federation that conveys, trust, I. TURCU et al.: Building the Brand of Romanian Sports Teams from Handball 269 professionalism and credibility in the eyes school of handball teachers, but they have of corporate partners - one of the FRH to wake up a little, many of them latent. audiences, according to the new vision. The campaign "There is gold in each of As an execution, most of the us" followed, built around the gold medal implemented campaigns were carried out won by Romania at the 2014 Under18 by Leo Burnett, but also by other World Championship and aimed at advertising specialists, which Balint inspiring young generations. A limited attracted to handball: Viorel Samoila, number of posters, created by using an ink Senior Art Director at Publicis, made the in which the gold medal was mixed, were new logo, illustrator Valentin Petuhov sent - or taken personally by players - to thought and drawn the mascot of the junior handball clubs, personalities that Dacian, Alexandru Pomană came up with have given them inspiration over time and the idea of a poster made from the gold central publications. The campaign, medal won by the national U18, and IAA carried out in collaboration with Leo Young Professionals Cluj organized a Burnett, also marked the partnership conference in the between BRD Groupe Société Générale context of the Carpathian Trophy. and the Romanian Handball Federation. Also from the desire to make handball Attracting sponsors and partners is still more accessible and to fulfil its promise to difficult, although their number has turn it into a national sport, the FRH tried increased since the marketing department to facilitate access to matches for people [14]. It is generally difficult to attract with disabilities. This is how the idea of sponsors, but in sports there is also the creating a 3D poster with the face of reluctance to associate with seemingly - the first poster of a sports endless scandals [3]. celebrity for the blind - appeared, and to Thus the result obtained at the World offer T-shirts with 3D messages written in Championship should open doors easier the Braille alphabet. and start some conversations. It is The strategy also includes building important to build strong personalities, strong brands, such as the Trophy strong personal brands around handball Carpathians, a friendly tournament players, to come and sponsors. But the reinvented by Balint that attracted 7,300 efforts will continue to be the same - to spectators, a record for indoor sporting create projects that provide value to the events in Romania. sponsor. Among the brands that Balint believes The goal is for more people to watch handball can build are the National handball, to have it declared a national League, Romanian clubs that have sport and to have support. It also requires international results, national teams, Centres of Excellence to attract young players and personalities in handball. people and develop this sport. There is also a campaign that includes a series of videos of one minute, in which 2.3. Building brands in sports are presented heating techniques, teaching handball in schools, game tactics, What would sport look like today with footage of the women's national and without the support of the brands? of the Bucharest Science. We have a good Hard to imagine, especially if we talk 270 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 13(62) No. 1 - 2020 about performance, competitions, the case of running or triathlon, to name equipment, halls or grounds. Definitely, just a few of the fast growing sports (of sport could not reach such a phenomenon course, starting from different bases of without the major involvement of many practitioners). brands and organizations Some companies are constantly present But is it worth it for brands to get at these events, either as part of a global involved in this area? strategy or as a local decision. These But let's get into a little argument about associations begin to work at the level of the involvement of companies and brands. branding, on different levels, from First of all, we can say that the amateur notoriety to positioning and relevance. sports table enjoys a very good time in our The involvement of the brands in this country. It's on the wave and it seems to be direction can be more risky and, surely, it just the beginning. The Bulgarians started is considering collecting fruit for a longer down the valley, it will continue to grow. time [13]. Not at the same moment we observe it The development of long-term, at the level of performance sport, in which consistent and sustainable strategies, the Romanians do not find national however, can lead to extremely strong symbols much. There are hopes, however, associations, both through the addressed and the relatively few stars we have today table and by relevance, by obtaining are quickly assimilated and loaded with remarkable emotional effects [11]. the positive energy of the fans who are A third direction, perhaps less visible and successful. with more difficult observable effects, is the Let's answer briefly some basic support of the juniors: the development of questions that brands could ask. the practice of mass sport among the How? children and the search for talents for the So where do I invest, brand? What promotion towards the performance. should I focus on, company? The involvement of companies in Disappointing or upbeat, there is no supporting sports for children, in schools single direction. The study reveals some or clubs, is revealed by the study as a opportunities, some ideas. strong direction expected by Romanians. The development is catalysed by the It is clear that in order to do things increase in the number of amateur properly, long-term decisions and competitions. If 6-7 years ago I had a few considerable budgets are needed. On the mountain bike races spread throughout other hand, this direction also has a rich the country, this year we had at least one social load. In an era where social event every weekend. For example, of responsibility is increasingly entering the those who are interested in cycling and DNA of powerful organizations, the above cycling, 8% say they have participated in direction can be an extremely bidding at least one amateur competition in the platform. last 12 months prior to the study. Each organization is good to make its This evolution naturally attracted many own plan to evaluate the effects of these sponsors and even the emergence of actions and to draw the conclusions more sophisticated competition systems correctly and objectively. [10]. Similar situations can be observed in When it comes to selling something I. TURCU et al.: Building the Brand of Romanian Sports Teams from Handball 271 intangible, the relevance of the 3. Case Study: The Cristina Neagu Brand, association is even more difficult. That is the Best Handball Player in the World why many companies in the services or utilities sectors can use sponsorship, thus Cristina Georgiana Neagu is a having the advantage of a pre-formed professional handball player from audience core. By carefully selecting a Romania. Currently, she is evolving at the sponsorship or association, a company can CSM in Bucharest. target exactly that segment of customers Cristina Neagu is the only handball that offers relevance. Also, authenticity is player in the history of this sport important, whether we are talking about rewarded four times with the title of Best sponsorship or other branding issues. Handball player of the year. Even if, when it comes to the relevance of From 2016, Cristina Neagu is also the an association with sport, as consumers, captain of the national team of Romania. fans do not necessarily make rational Neagu entered the world of casual decisions, it is good to remember that a handball, in 2000, when he was only 12 brand cannot be built on an empty years old, at one of the sports hours, promise. through coach Maria Covaci, who had Certainly, the association with the sport come to select girls for the handball ensures a high visibility for a brand, but in section of the School Sports Club number Romania, the orientation towards the 5. Cristina says about this meeting: "I said I supporters can be more suitable and less have nothing to lose if I go too. Handball risky than the orientation on local stars, got into my soul from the first moment. ” the Romanian sportsman having a rather In 2006, at the age of 18, Cristina was negative image. noticed by the professional club Campaigns that are based on the Rulmentul Municipal Brașov, being promotion of young talents must have a transferred to the team coached by purpose and not remain at the declarative Mariana Târcă, former player of the level or at the level of simple competitions national women's handball team of [6]. Romania. Neagu quickly became the basic People want to see the result of component of the "Bearing" team, being children's sports competitions in the form declared the of the year in Brasov. of discovering talents to be heard in the In 2007, she was summoned by coach future. Gheorghe Tadici at the National, being Therefore, the best association with the included in the team that participated in sport must generate content, be relevant the World Championship in France, where to the audience to which it is addressed, Romania ranked fourth. In the match in using the right language, to present sports which the Romanian team defeated the in the most relevant form to the target host country Cristina Neagu shone, being audience, constant communication, the best player on the field. regardless of events, being another Cristina Neagu was 22 years old in 2010, important condition in building a long- when she was chosen by the International term loyal relationship with the consumer Handball Federation the best player in the [16]. world. It was at the end of a season in which she had won the European 272 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 13(62) No. 1 - 2020

Championship with the European team, other girls and puts on his black jacket where he was also a goalscorer, with 53 with yellow sleeves on her shoulders. successes, and played the Champions But the sneakers continue to play on the League final with Oltchim. floor, and her hands they do not stop But in the summer of 2011, she decided to rubbing their feet, keeping them warm. operate on his shoulder, where she had long She also urges younger colleagues to do been suffering from cartilage erosion. In the the same, and follows his example. two years away from the field that followed, At the end of the match, after giving there was a lot of talk about how and if it interviews and taking pictures with some will return to its former shape, if the fans, she remains the last one on the field, throwing force in the right arm will be the even refusing to attend the press same. Three months after he returned, in conference. Recovery has to be done. She October 2012, she was injured again in a lays on the floor and asks someone from training. A torn ligament in the knee kept the staff to massage her legs with a foam her another six months away from the cylinder, orange, which helps in muscle game. In 2013 he transferred to Budućnost, relaxation. where he found patience until his knee Not coincidentally, today the number 8 ligaments were completely healed. With the has become a mantra that Cristina has team from Montenegro won the Champions included in her personal brand. It's that League final in May 2015, in what she said little symbol that helps her remember was the most beautiful day of her sporting where she started and where she wanted life until then, "after the dark years of to go: from 8 (the number on the first accidents". shirt) to ∞ (unique performances) The legs of Cristina Neagu are always (www.cristina-neagu.ro). moving. Covered with long socks, pulled to Personal stories in which ambition, their knees, they move their weight from determination and constant effort one to the other, shake them, jump on the overcome any obstacles are not many. And spot, stopping only for the hymns. When the one of Cristina Neagu can certainly be the match begins, her white sneakers included in a golden book, for the moment always play on the floor, in defence with not very long, of the Romanian who interrupted, shaken movements, and in have overcome their condition, crushed attack with large, alert steps, which their prejudices and put their medals with suddenly change direction. It's one of the the serenity of the one who knows her qualities that make it exceptional, the victory was deserved. ability to change the tempo in a match, to Behind the creation of the brand there is move from an alert tempo to a slower not only the persistence and tenacity of one. And then, all of a sudden, all her legs the handball player, but also an elaborate propel her up in the air, where she seems process, carried out by the Rusu + Borțun to sometimes stay suspended, Brand Growers brand agency. An audit bombarding the gate with goals that leave process carried out with the people those in the stands with their mouths around Cristina Neagu, with personalities open. from the Romanian marketing, as well as When she comes out of the game for a in-depth discussions with Cristina about few minutes, she sits down next to the the values in which she believes, where I. TURCU et al.: Building the Brand of Romanian Sports Teams from Handball 273 she wants to reach, what she proposes The process of building a brand is a from a professional point of view. lasting one in any field, not only in sports, Thus, the representatives of the agency especially in handball. As we have sought to identify the potential areas of presented in this article, handball has association with Cristina's personality and become one of the most appreciated built the brand strategy meant to reflect sports, due to the positive results it has the reality and features identified as a obtained and the promotional campaigns result of this process. Cristina Neagu is carried out. The association with sport, for UNSTOPPABLE. Perfectionist, full of the local brands, can target either the determination, with great self-confidence glorious past or the potential that the and clear leadership qualities [15]. future holds through junior clubs and the Cristina Neagu has adopted a brand attempt to discover new talents. identity that reflects her values and Certainly, the association with the sport personality. The chosen symbol (CN8) ensures a high visibility for a brand, but in represents the duality between power and Romania, the orientation towards the femininity: the initials of the name of supporters can be more suitable and less Cristina Neagu, using different types of risky than the orientation on local stars, letters, one expressing strength and the the Romanian sportsman having a rather other, elegance. In the centre is the negative image. Brands are eminently reference number for the sportswoman, relationships between individuals and the 8th - endlessly, designed by the groups. Good brand planning generally agency team specially for this new logo, so determines 'everyday' communication, as to convey dynamism. but a strong and alive relationship also The CN8 brand is about process, about means on-the-go adaptation, updating focus, about how you can get and non-engagement in the project. unstoppable. From a visual point of view, Strong brands have an obvious red thread CN8 identity describes the tension but, as obvious, they are captivating - they between sportsman and woman. The do not get bored, there are no broken strength, explosion and determination of mills that mechanically repeat or the sportswoman along with the elegance reproduce things. and delicacy of the woman Cristina Neagu. Modern brand communication means a lot of dialogue and a brand positioning 4. Conclusions much more equal with his client, he says, so a coherent communication does not In this article we wanted to show that mean a completely "defined" brand the process of creating a brand is quite a recital, but a natural conversation on a long process. This means you have to be topic that convinces and attract. patient and develop a long-term strategy. The brand image must be supported by Acknowledgment actions and creations that are pointing in the same direction. We used the analysis All authors contributed equally to this of various narratives to construct our research. point of view [16].

274 Bulletin of the Transilvania University of Braşov. Series IX • Vol. 13(62) No. 1 - 2020

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