Abstract:
The present work of conclusion approaches the theme Marketing as consolidation of a brand,
passing through the sport bias. We know that the search for brand consolidation in an
environment as competitive as the current market makes organizations strive to achieve
advantages over others. In this sense, marketing is extremely important in the face of its
strategies and the development of any institution, even with football, in which clubs must apply
these strategies in order to consolidate themselves on the sports scene. The concept of
marketing aims to meet the needs and desires of consumers through exchanges and
transactions that generate satisfaction, contributing to customer loyalty. This work aims to
identify the advantages of sports marketing for the development of the Goiás Esporte Clube
brand. For the development of this study will be used bibliographical research, such as Lac
Casas (2007), Kotler; Armstrong (2007), Cobra (1998); Pittis and Stotlar (2002), among others,
in addition to data collection and analysis. The whole concept of marketing was analyzed, from
the perspective of the main authors, as well as the dissemination of products and services and
how it was developed. It is perceived then, that one lives in a phase of great changes, in which
consumers become more and more demanding, always looking for something better, either in
the form of service, or even with products that offer him satisfaction. Therefore, it is important
to consider that marketing meets the needs of both society and consumer, and therefore is
able to increasingly strengthen customer loyalty and the company as well as increasingly
highlight its name in the Market.
