Identification of key sustainability drivers of Persepolis Club Brand

Purpose: Today, the strength of a brand is the first word in marketing and attracting customers because if there are desirable features in a brand, the consumer will be encouraged to purchase that brand and, more significantly, stay loyal. The purpose of this research was to identify key sustainability drivers of the Persepolis Club brand.Methodology: This research is explanatory in terms of the applied goal-setting strategy and its method is descriptive-analytical and based on future study methods. The statistical population of this study consisted of professors in the field of sports marketing, marketing officials of Persepolis Club and league organization. The selection of these people was purposeful and the number of them was ۱۵. In order to identify the issues affecting the future of brand sustainability of Persepolis club, literature review and interviews with experts were used. Based on that, ۱۵ final components related to the future of key sustainability drivers of Persepolis brand were identified.Findings: Based on the findings of the research, four variables such as "improving brand equity, marketing activities, economic dimension, and social responsibility" are among the key sustainability drivers of Persepolis Club brand in the future. Moreover, they had a high degree of uncertainty for themselves.Conclusion: Accordingly, it is necessary to utilize them in future planning and determining possible scenarios ahead.

Keywords:

Brand Development , Brand Sustainability , Future Study , Sport Clubs