The basic purpose of this research is based on the analysis of scientific-theoretical-practical knowledge in the field of brand management, with special emphasis on the brand as a significant factor of organizational competitive advantage and establishing a leading position in the sports market. By examining a wide variety of theoretical knowledge, we come across definitions that are based on the views of world’s leading marketing experts who point out that the basic function of marketing is brand building. Building, consolidating and expanding the brand require dimensions of clarity, consistency and leadership, adapted to the environment, with particular emphasis on competitive advantage, technology and on establishing a leading position in the market. Referring to the adequate literature, this paper covers the complete branding strategy, starting from the general ones that define the branding strategy as the most powerful communication tool; from strategies that are based on definitions that the key to success is the achievement of competitive advantage and the establishment of a leading position in the market; towards specific strategies who explore the basic elements of the branding strategy and their impact on the company’s business and productivity, as well as the impact on the consumers’ awareness.

The two centuries long course and development of modern sport has faced a number of challenges and changes, casing significant changes in sports management globally. Changes in the sports industry are affecting athletes, team owners, fans and society as a whole. In developed market economies, an increasing number of people are professionally involved in the field of sports, not only as athletes, but also in management of various processes, activities, events, human resources and finished products related to sports. The development of technology also has a constant impact on the development of sports in training technology, from the use of modern information technologies in the process of training, competition, to monitoring sports events, communication with fans, etc. The challenges of modern sports management are numerous and require relevant skills for the wide range of jobs it encompasses. The need for systematic management of all elements of sport emphasizes the importance of sports management that is oriented towards long-term success and well-being, both for the sports industry and for athletes and sports organizations.

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Sažetak: Marketing u sportu dece sa posebnim potrebama, daje posebno izazovan zadatak pred svakoga ko želi da se bavi istraživanjem ove teme bilo da se radi o ekonomistima, ekolozima, defektolozima, profesorima fizičke kulture kao i mnogim drugim istraživačima. Ovo je poseban izazov za stučnjake ekonomske struke, da pokažu vezu marektinga, posebno marketinga u sportu i podsticanja dece sa posebnim potrebama da kroz bavljenje sportskim aktivnostima stiču znanja o značaju očuvanja životne sredine za njihov život, rad i bavljenje sportom. Cilj rada je da se ukaže na moguću primenu marketinga u sportu kod najmlađe populacije. Rezultati rada daju odgovor na pitanje kako raznovrsni integrisani marketinški kanali komunicranja mogu da doprinesu da se i ovako specifična populacija bavi sportom danas i razvije ekološku svet o značaju životne sredine za bavljenje sportom.

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