Change search
ReferencesLink to record
Permanent link

Direct link
Scoring with your Brand: the Case of the Brand Positioning of Brynäs IF
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Aim: The aim of this study is to identify how a professional ice hockey club with fans nationwide can position its brand successfully and to discover if this is in line with what the consumers think is important in the branding of the club.

Method: A mixed method has been used for this case study, in the forms of interviews and a questionnaire. The interviews have been written out in essay form for presentation and analysis of the qualitative data. The quantitative data has been collected and processed with a questionnaire using APSIS and analysed with Microsoft Excel.

Results / conclusions: This research has identified a framework containing all factors that influence the perception of the brand by consumers. Evidence was found for all these factors in this research. Furthermore, the most important factors of the branding of a professional ice hockey club with fans nationwide have been highlighted. Consequently, this research shows that the marketers of such an ice hockey club can position their brand by developing clear points-of-difference that stand out from the competition.

Suggestions future research: Research into the perception of the sports branding by the younger target group is suggested, as well from people outside Gävle. Furthermore, the research could be conducted in other (ice hockey) clubs. Finally, the research could be conducted again in a few years.

Contribution of thesis: This research fills the gap in the literature about the development of a successful brand of a professional ice hockey club with fans nationwide. The main contribution for managers is that brands can only be used to maintain fans, not to attract them.

Place, publisher, year, edition, pages
2016. , 84 p.
Keyword [en]
Brand Positioning, Point Of Difference, Brand Knowledge, Brand Reputation, Brand Personality
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-22213OAI: oai:DiVA.org:hig-22213DiVA: diva2:952167
Subject / course
Business administration
Educational program
Business administration
Supervisors
Examiners
Available from: 2016-08-22 Created: 2016-08-11 Last updated: 2016-08-22Bibliographically approved

Open Access in DiVA

fulltext(1895 kB)14 downloads
File information
File name FULLTEXT01.pdfFile size 1895 kBChecksum SHA-512
3f9b9952c6120488c169e3e3846337d57fa434120325190d9167520fd6fb6e9f998dcbb118d96a7ab7d9235767ead8947386e1dfc968999e7a5e4ce65cca073b
Type fulltextMimetype application/pdf

By organisation
Department of Business and Economic Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 14 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: 57 hits
ReferencesLink to record
Permanent link

Direct link