Branding i national fodbold: En undersøgelse af Danmarks herrelandsholds brandværdi i en kompleks, resultatorienteret branche

Abstrakt

The thesis contributes to the study of branding in a complex, result-oriented industry, in particular football, by exploring the influence of Kasper Hjulmand’s work on the Danish National Football Team’s brand identity and its effect on the team’s brand equity. The objective is to ascertain whether it is possible to sustain brand value in an industry that is complex and heavily focused on achieving results.
In order to explore whether there is a correlation between the team’s brand equity and its performances, two online surveys were conducted with 283 and 111 participants, respectively. The empirical foundation is further based upon eight interviews with acquaintances and four expert interviews with the Head of Communication at DBU; Jakob Høyer, the Danish National Football Coach; Kasper Hjulmand, Sports Journalist at Viaplay; Oliver Jørgensen, and Head of Analysis- and Research at Idan; Rasmus Storm.
The perceived value of the Danish National Football Team is inferred to align with the brand’s identity, which implies that the brand identity is the foundation for the brand equity. Therefore, Kasper Hjulmand’s effort in shaping the team’s brand identity has had a significant impact on the team’s brand equity. However, the industry is confronted with a certain level of complexity that arises from the significance of results, exerting an influence on the brand equity.
Although results are assessed to have the greatest influence on the brand’s value, managing the brand identity is deemed crucial for securing long-term viability. An identifiable brand is considered essential for sustaining attachment and support from the population. Put differently, while achieving positive results are vital for immediate success, a strong brand can help maintain success and encourage engagement, even during challenging times. Whether it is feasible to sustain brand equity in a result oriented industry that places the greatest emphasis on on-field success is hard to determine. Results are seen as the primary factor of importance for fans, whereas the brand identity has a significant effect on the level of attachment to the general population.