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:: Volume 9, Issue 33 (9-2021) ::
3 2021, 9(33): 117-130 Back to browse issues page
Brand Positioning in Iran Football Professional League
Homeira Asadi Kavan1, Seyed Nasrollah Sajjadi2, Mehrzad Hamidi2, Hossein Rajabi2
1- Ministry of Sports and Youth , hakavan@yahoo.com
2- Tehran University
Abstract:   (1045 Views)
 To achieve financial success, brands need to meet customer needs to differentiate themselves positively from other brands and play a role in the market. Brand positioning allows the brand to meet these criteria. The aim of this study was to set Brand Positioning in Iran Football Professional League. The qualitative research method was conducted using grounded theory with the approach of Strauss and Corbin, the research tool was interview and the sampling method was purposeful and snowball. Interviews with 17 experts continued until theoretical saturation was reached. Open, axial and selective coding methods were used to analyze the data. As a result of data analysis, 5 main categories, 23 sub-categories and 216 concepts or open source were identified. The elements categorized into 23 concepts and sub-categories were as follows:
Structural prerequisites, Strategic management prerequisites, Commercial prerequisites, macro external prerequisites, Brand personality, Club symbols, Emotional aspect, Event aspect, Fans’ strategies, Marketing information strategies, Marketing management strategies, Empowerment strategies, Executive management strategies, League background, Fans’ background, Market background, Club’s organizational background, Supportive background, Macro background, Political-Legal factors, Economic factors, Social factors and Technological factors.
Eventually, the study model was developed by 6 main categories including: Causal prerequisites, Axial Phenomenon (brand positioning), Strategies, Background Factors, Interfering Factors and Consequences.
According to the study result, executive strategies were presented as a way for club managers to develop and position their brand.
Keywords: Brand Positioning, Football club, Professional Football League of Iran, Professional Sports Club. Sports Marketing.
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Asadi Kavan H, Sajjadi S N, Hamidi M, Rajabi H. Brand Positioning in Iran Football Professional League . 3 2021; 9 (33) :117-130
URL: http://ntsmj.issma.ir/article-1-1611-en.html

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Volume 9, Issue 33 (9-2021) Back to browse issues page
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