Designing a brand identity model in the football industry

Abstract

Today, football is one of the most popular sports globally. Its particular attractiveness is firmly linked to brand concepts; therefore, this study aimed to design a brand identity model in the football industry. This research applied in terms of purpose and descriptive-survey in terms of nature. The study's statistical population included all spectators, elites, athletes of the Iranian football Premier League, 384 of whom were selected as a statistical sample in an accessible and targeted manner. To analyze the data, descriptive and inferential statistical tests and model fit analysis of structural equation modeling with PLS software have been used. According to the results, all brand identity dimensions have a significant relationship at the level of p≤0.05 with the Premier Football League's brand identity. The non-product extent had the most role by explaining 93% of brand identity changes, and then from that dimension, empirical equivalence explained 91% of the brand identity variable changes. Then the product-related variable explained 86% of the changes in the brand identity variable. Finally, visual identity explained 85% of the changes in the brand identity variable. According to the research results, it is suggested that football clubs are among the factors of their brand identity, including; Use social responsibility, customer relationship management, the use of managers who specialize in football, marketing, and sports economics.

Keywords

• brand identity
• visual identity
• experimental identity
• fooball