| Summary: | This paper aims to enlarge the understanding of branding theory applicability on sports teams. A formal study has been conducted where seven (7) formal leaders of sports teams have been interviewed via telephone interviews about their experiences of the applicability of branding theories on sports teams. The formal leaders are of large diversity and the interviews were constructed by following a theoretical framework included in the study. Five (5) different theories applicability was studied. These theories are brand identity, brand responses, brand relationships, brand awareness and word-of-mouth. The study found that the formal leaders seem to experience the applicability of the theories being high, though with some exceptions and the variations. Some of these exceptions and the variations existence are also suggested in the theoretical framework. This study may not give an unequivocal and representative answer to the question at hand, but it enlightens the possibility of differences in the applicability of these theories.
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