FOOTBALL CLUBS USE BRAND IDS

Abstract

The brand concept that helps an institution, product or individual identify and differentiate from their competitors plays an important role in marketing communications. Because individuals can transform their perceptions, the brand concept shows their presence in the sport as well as in any field. In this study, trying to show how football clubs use their brand identity in their communication activities with fans, the physical structure, comprising Kapferer's Brand Identity Prism, the brand IDs of the 3 football clubs (Galatasaray, Fenerbahçe and Beşiktaş), which are on the list of Turkey's most valuable brands published in 2021 by the British consulting company Brand Finance, he examined brand personality in line with brand consumer relationship, culture, reflection and self-image dimensions. As a result of the research, Beşiktaş's physical structure, which is one of the brand identity components, is "proud", the brand personality is "honesty, reliability and determination", the culture is "Fan Identity", the brand-consumer relationship is "Family", its reflection and its self-image is "Loyal". “Loyalty” is one of the components of Galatasaray's brand identity, its physical structure is “success with nostalgia”, its brand personality is “Elitism”, its culture is “Europe Oriented”, its brand-consumer relationship is “Social”, its reflection is “Loyal”, its self-image is “Proud”, It has been revealed that the physical structure of Fenerbahçe, which is one of the brand identity components, is associated with the terms "Strength", the brand personality with "Power", the culture with "Social Sensitivity", the brand-consumer relationship with "Mutual Transformation", its reflection with "Unrequited Support", and its self-image with "Proud Loneliness".