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Creation and Development of a Cyber Sport Brand

Student: Aleksandr Yanakov

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The research on the topic "Creation and development of Cyber Sport Brand" is aimed at determining the factors that influence the creation and promotion of a computer club brand among eSports fans, which is intended to fill the existing gap in knowledge about the motivations of cyber club visitors and their perception of cyber club brands. The research objectives included a review of current research on the relationship of brand capital, tools for its promotion and motivations of the target audience, justification of methods and description of the research, description of communications of the cyber club brand, and also research of its target audience in order to identify their motivations for visiting the cyber club brand, using online survey and content analysis. The work consists of an introduction, two chapters (theoretical and empirical), conclusion, and a list of references.

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