Brand Equity and Brand Extension In a Professional Sport Setting

Patrick Andersen

Student thesis: Master thesis


In this thesis, the research is focused on a theoretical foundation of brand equity that is analyzed in a sport setting and brand extension likewise analyzed in a sport setting. The motivation was this was the increased focus on brand equity for sport organizations, as well as the recent trend of sports companies entering the esport market through brand extensions.
Based on exploratory research and a comparative case study, the aim of this thesis is to develop new frameworks that would optimized existing ones. One proposes a theoretical framework that aims at charaterizing components of brand equity for professional sport organizations. While the other proposed theoretical framework proposes eight key factors useful for sporting organizations when evaluating the potential success of a brand extension. These frameworks are then used to analyze the questions that were raised in the research of the theoretical foundation.
Three major questions were raised and answered by the use of the proposed frameworks in this thesis. These questions regarded the characterization brand equity for professional sport organizations and what components can strengthen brand equity in the minds of consumers. The characterization of brand equity for professional sports organizations was identified as spectator-based brand equity and the key components of the framework are perceived quality, brand awareness and brand associations.
Furthermore, key factors for identifying and evaluating potential success of brand extensions was found for sport organization organizations and used as a framework for the final research of this thesis.
The final research regarded the how brand extensions may affect brand equity for Brøndby IF’s brand extension into esport and why F.C. København did not use their team brand, when they entered esport. The brand extension of Brøndby Esport was found to have a positive affect on brand equity, while F.C. Københavns reluctance towards of using their team brand name in esports, might be due to fear of brand dilution and negative impact on brand equity.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages74