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  • 1.
    Petersson, Jonatan
    et al.
    Malmö University, Faculty of Education and Society (LS), Department of Sport Sciences (IDV).
    Enman Lindgren, Filip
    Malmö högskola, Faculty of Education and Society (LS), Department of Sport Sciences (IDV).
    Jakten på en idrottsförenings framgång: En studie om faktorer som påverkar en idrottsförenings varumärkeskapital2021Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The aim of this comparative study is to examine and account for factors that make a successful sports club in men’s ice hockey and football at the Swedish elite level out of a brand perspective. To achieve this, a brand theory has been used and has also worked as a foundation for interviews with representatives of clubs from the top Swedish ice hockey league, SHL, as well as the top Swedish football league, Allsvenskan. A survey has also been issued to supporters to get a view of both side’s perspectives. The results show that team success on the field is considered the most important factor that makes a sports club successful. The conclusion also offers other factors that can contribute to a club’s brand equity. What determines a successful club should be decided by how well they accomplish good results within several different fields of the organisation. Therefore, a club's brand reaches further than what happens on the field.

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