Bollnäs GIF Bandy- ett starkt varumärke?
En studie av en bandyförenings varumärke och dess betydelse för det lokala samhället
AimThe aim of this study is to give a picture of how the brand of Bollnäs GIF apprehends according to the sports club, the municipality of Bollnäs, the Swedish Bandy Association and the local business owners. Following questions has been used: How does the brand of Bollnäs GIF apprehend? Which existing soft value has the brand? What does the association contribute for the community, for local business owners and for the local development? How can the association develop the brand best in the future?MethodThe study is based upon ten interviews with persons representing organization that is concerned. These are: Bollnäs GIF, the municipality of Bollnäs, the Swedish Bandy Association and local business owners. I have analyzed the results compared to selected brand theories.ResultsThe existing value of the sports club-brand is the history and tradition that lies within the brand and the communion and the commitment the sports club creates in the Bollnäs. Due to the economic crises the club experience two years ago, many people still connect the club with financial problems. The brand of Bollnäs GIF is tremendously strong locally because the knowledge is very high, the commitment and the loyalty for the brand is strong. On a local level people associate the brand with something positive and appreciate the surplus values. On a national level the brand is not that strong, even though many people associates Bollnäs with bandy. The sports club contributes locally to improve the community spirit, with the success the sport club makes people in the community believe in the future and the brand makes people move in to the community. The brand also contributes to a public publishing in Sweden, which promotes the municipality on a national level. The result of this study shows that the sport club doesn?t use the brand as much as possible and they can improve the work with their brand. The sport club needs to start from scratch and develop a brand platform.ConclusionsEven though the sports club is a small club it is a great importance that they use and treat their brand as an asset. There are a lot of things to do, the most important thing is that they decides where they wants be in the future and constructs goal and visions. It is also important that they determine how to communicate the brand.