Brand Positioning in Football Professional League of Iran

To achieve financial success, brands need to meet customer needs to differentiate themselves positively from other brands and play a role in the market. Brand positioning allows the brand to meet these criteria. The main purpose of this study is to set Brand Positioning in Iran Football Professional League. The study instrument is interview. The findings show 199 effective elements in setting strategies in Iran Football Professional League. These elements are categorized into 23 concepts and sub-categories as follows:Structural prerequisites, Strategic management prerequisites, Commercial prerequisites, macro external prerequisites, Brand personality, Club symbols, Emotional aspect, Event aspect, fans’ strategies, Marketing information strategies, Marketing management strategies, Empowerment strategies, Executive management strategies, League background, Fans’ background, Market background, Club’s organizational background, Supportive background, Macro background, Political-Legal factors, Economic factors, Social factors, Technological factors. Eventually, the study model was developed by 6 main ideas such as: Causal prerequisites, Axial Phenomenon (brand position), Strategies, Background Factors, Interfering Factors and Consequences. According to the study result, some executive strategies are suggested than can pave the way for clubs’ managers to develop their clubs and brand positioning.