Branding in the market of sport and entertainment services

Abstract

The article discusses the features of marketing and branding in the service sector. Based on a survey of visitors to dance studios in Yekaterinburg, the factors of consumer choice, the motives for buying the services of sports and dance organizations were determined. The analysis of the positioning and brand promotion of four dance schools in the social networks Vkontakte and Instagram was carried out. The recognition of brands of competitors in the offline environment and on the Internet was assessed based on the use of the proposed methodological toolkit, including the Kano method, correlation and variance analysis, as well as metrics of web analytics of social networks. The attributes of services in the field of entertainment and sports that are significant for consumers were defined as: a friendly environment and the possibility of communication, a policy of discounts in pricing, the absence of competitive goals, the presence of events, maintaining social networks, photo reports and broadcasting classes. According to the survey results, the qualifications of staff and coaches, the state of the gym, electives were relatively unimportant for the consumer. The uniformity of the positioning strategies of the dance schools under consideration and a weak differentiation of the attributes of their brands were revealed. A trend has been established to increase the importance of social networks for promoting the brands of sports and dance organizations. The directions for improving the branding of dance schools are proposed.