Change search
ReferencesLink to record
Permanent link

Direct link
En fallstudie om en fotbollsklubbs varumärke: ”Kall hjärna, varmt hjärta och rena händer”
Linnaeus University, Faculty of Health, Social Work and Behavioural Sciences, School of Education, Psychology and Sport Science.
Linnaeus University, Faculty of Health, Social Work and Behavioural Sciences, School of Education, Psychology and Sport Science.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Authors: Tobias Nilsson & Vedad Ljeljak

Swedish title: A case of a football club’s brand. En fallstudie om en fotbollsklubbs varumärke, ”Kall hjärna, varmt hjärta och rena händer”

Abstract

Purpose

The purpose of our study is to understand brand building of a Swedish professional football club.

Method

The method that has being used in the essay is a qualitative study where we have used semi constructed interviews to create a deeper understanding for brand building in a football club. Our interviews has been done with the president of the club, president of the company, president in the association, players profile, professional coach, and an alternate of the board.

Analysis and conclusion

The conclusion that has been produced in this research is that ÖSK Football through dedication and a long-term strategy has built an attractive football product that has created background for brand communication with the consumers. The club has a strong brand identity, that through its professionalism and ambition lead to progress regarding its position in the Swedish professional football league. This work has been carried out through a strong intern brand loyalty within the club and that the capital of faith was rebuilt with its consumers.

Suggestions for further research

To compare the internal perspective to the external perspective regarding brand building within a football club. The internal perspective includes the organization within the club and the external perspective regards the fans and sponsors point of view.

Key words

Brand, brand building, brand loyalty, brand communication, and brand value.

 

Place, publisher, year, edition, pages
2011. , 60 p.
Keyword [sv]
Varumärke, varumärkesbyggande, märkeslojalitet, märkeskommunikation, varumärkesvärde
National Category
Sport and Fitness Sciences Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-11082OAI: oai:DiVA.org:lnu-11082DiVA: diva2:402933
Presentation
Myrdal, Växjö (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-04-06 Created: 2011-03-10 Last updated: 2011-04-06Bibliographically approved

Open Access in DiVA

fulltext(357 kB)354 downloads
File information
File name FULLTEXT02.pdfFile size 357 kBChecksum SHA-512
ee86b664a15186caceab8dfb8b741fcbf0fd5d08be96dbdfee0cc47dbdefb8869238f87c6e51c8bd99c98719a17816e5329354c6bf9bef0563078bd725450cf9
Type fulltextMimetype application/pdf

By organisation
School of Education, Psychology and Sport Science
Sport and Fitness SciencesEconomics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 354 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 397 hits
ReferencesLink to record
Permanent link

Direct link