Branding af fodboldklubber i spændingsfeltet mellem kultur, identitet og image

Rasmus Raasø Hjorth

Studenteropgave: Speciale


Abstract What defines and characterises the Danish football club Brøndby IF ? And how have these features come to represent the Danish football club? And, how is the brand of Brøndby IF created in between the culture, identity and image of the club? These are the questions that this thesis tries to answer. Brøndby IF have achieved al lot of triumphs and growth with a special and unique culture which is based on their focus on the local community, and their values such as socialism, will, hard work and ambition. But from 2006-2013 the club experience a crisis that, in the end, threatens to destroy the club. This crisis has multiple causes, but the most central reason for this crisis is that the club needs to change its culture of management. At that time Brøndby IF were managed as a cultural based football club instead of being a football club driven as a business. Brøndby IF change their culture of management in 2013, and many of the former board members resign. This interaction between the culture, identity and image of a club can change a football club´s brand over time, and thereby define Brøndby IF as a football club. This interaction and change in identity over time are some of the central conclusions of this thesis. Theoretically this thesis is based on Hatch and Schultz VCI model in order to find out what constructs and creates a football club’s corporate brand. Furthermore this thesis also used Albert and Whetten’s theory of identity and Stuart Hals definition of national cultural identity to analyse and define Brøndby IF’s identity. These two theories was put to use because the analysis needed a definition of Brøndby IF’s identity, which the VCI model does not include. This thesis used qualitative methods in terms of gathering data for the analysis of Brøndby IF’s brand. This includes a qualitative interview with the PR assistant at Brøndby IF, Nicki Reinhardt, and a focus-group interview with 3 fans of Brøndby IF. Furthermore these qualitative methods were complemented with a search for articles at Infomedia – a database that contains articles from various newspapers. This search helped to contribute with important and relevant quotes from central persons in Brøndby IF´s history.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 sep. 2015