Document Type : Research Paper

Author

PhD of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

Abstract

 
Corporate brand is among those topics which have received less attention of researchers. In this study, the brand of a sports organization (National Olympic Committee of Iran) was examined. The researcher-made questionnaire (containing 45 items) was filled out by 250 players, coaches, supervisors, presidents of federations and reporters dispatched to the Asian Games who employed the services of National Olympic Committees as a sports organization as well as the staff of this organization. Using exploratory factor analysis, five factors influencing corporate brand including core service, communication management, legal and financial management, position management (positioning) and structural development were identified. The proposed model was tested to explore the relationship of factors. The results of the suggested model showed that the main service directly influenced organization communication, structural development and financial management while it indirectly influenced position management. Also, the communication factor showed an effect on the position (with a high impact factor). The results of this study showed that the main service (main duty and mission of the organization) not only itself but also with an effect on other factors can promote the corporate brand.                                                                        

Keywords

  1. خسروی‌زاده، اسفندیار (1387). مطالعه و طراحی برنامۀ استراتژیک کمیتۀ ملی المپیک، رسالۀ دکتری، دانشکدۀ تربیت بدنی دانشگاه تهران.

2. Abratt , Russel. Kleyn, N. (2012),"Corporate Identity, Corporate Branding and Corporate Reputations: Reconciliation and Integration", European Journal of Marketing, Vol. 46 No. 7/8, 2012. pp. 1048-1063  3.Australian Olympic Committer. Annual report 2006.pp1-52                                                              

4.Balmer, John. Gray, E.R (2003). Corporat brand: What are they? What of them. European Journal of Marketing Vol. 37 No. 7/8, 2003 pp. 972-997                                                                                         

5. Berry L. Leonard (2000). Cultivating service brand-equity. Journal of the Academy of Marketing science. vol 28, no,1, pp128-137                                                                                                                                                   

6. Chenet. Dogger. O'sullivan (2010). Service quality, Trust, commitment and service differentiation in business relationships. Journal of Services Marketing24/5 (2010) 336–346                                                                           

7. Ferrand, Alain.Macarthy,Scott(2009) .Marketing the sports organization. First published by Routlede: Pp1-255                                          

8. Ferreira ,Hall ,Benett (2008). Exploring brand positioning in a sponsorship context: A correspondence analysis of the Dew Action sports tour. Journal of sport  management 2008, 22,734-761                                                                                                                                            

9. Florek & Insch(2008).The trademark protection of country brands. Journal of place management and development.vol.1,no.2,2008,pp 293-306                                                                                                             

10. Hatch, Mary . Schultz, Majken (2003). Bringing the corporation in to corporate branding. European Journal of marketing. Vol. 37, No. 718, 2003 pp 10y1- 1064                                                                                             

11. Hernandez, Ruban (2002).Managing sport organizations. Human  kinetics . copyright  2002.pp85-9              

12. Juntunen, M.  Juntunen, J.  Juga, J. (2011). Corporate brand equity and loyalty in B2B markets: A study among logistics service purchasers. Journal of Brand Management (2011) 18, 300 – 311. doi: 10.1057/bm.2010.43 ;

13. Keller, Kevin (1993). Conceptualizing, Measuring and managing customer – based brand equity . Journal of                                                                                                  Marketing, vol, 57, January 1993.pp102-129                                                                                                                         

14. Keller. Kevin (2001).Building customer-based brand equity: A blue print for creating strong brand. Marketing science institute . report summary#01-107         

15. Keller, Kevin. Lehmann, Donald (2006).Brands and branding: Research findings and future priorities.   Marketing  Science . Vol. 25, No. 6, November–December 2006, pp. 740–759                                                                                                                    

16. Lorenz, Johannes G. (2010) Corporate Brand Management: Aligning Core Values, Strategic Vision,

Corporate Culture and Image. Universitiy of Twente Faculty of Behavioural Sciences Department of Communications Studies7500 AE Enschede. Pp.1-32

17. Mertel, steve (2010). Olympic rings world`s most recognizable brand with protection to match canadian press.pp23                                                                                                                                                                              

18. Minkiewicz, J, Mavondo F, University, M. Bridson, K. University, D. (2007). Corporate brand identity and  image congruence in the leisure services sector : a stakeholder perspective, in ANZMAC 2007: 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of  Marketing, Dunedin, N.Z., pp. 25-33.

19. Mulline J. Bernard. arrdy, Stephen (2007). Sport marketing . Third edition . Chapter &. Gladden , J. managing sport Brand.pp1-536                                                                                                                                    

20. Parent ,M..Milena .Seguin .Benoit (2008). Toward a model of brand creation for  international large-scale sporting events. The impact of leadership ,contex and and          nature of event . journal of sport nature of event. journal of sport management 2008 ,22, 526- 549                                                                                           

21. Q`cass, Aron. Grace, Hebru (2003). An exploratory perspective of service brand associations . Journal of services marketing. Vol . 17 No. 5 2003. Pp 452-475                                                                                          

22. Report of independent certified public accaountants united states Olympic committee 2010. annual report.pp 45-46

23.Schultz, M. Antorini, Y. & Csaba f.(2005). Corporat branding, Purpose/People/Process. Copenhagen

 Business school.1 edition.2005.pp 112-134   

24. Sckwarz , Eric. Hunter, Jason (2008) .Advanced Theory and practice in sport marketing. Elsevir . first                  edition2008.copyright2008.pp1-227

25. Smith, C. Aaron .  Introduction to sport marketing. first edition2008.copyright 2008. Pubished by Elsevie.pp 1-287                                                                                                                                                                     

26.Vallaster, Christine. Chernatony , leslie (2006). Internal brand building and structurtion : the role of leadership. European journal of marketing vol.4, No, 1/8, 2006 pp. 761 – 784