Sport Sciences Research Institute Sport Management Studies 2538-3213 8 35 2016 04 20 Internal factors and obstacles of brand management in Iran's pro league football clubs Internal factors and obstacles of brand management in Iran's pro league football clubs 51 66 718 10.22089/smrj.2016.718 FA Mehdy Rasooli 0000-0001-9959-2031 Mohammad Khabiri Tehran university Alireza Elahi kharazmi university 0000-0002-4810-1949 Najaf Aghaee kharazmi university 0000-0003-1429-4647 Journal Article 2014 01 29 Football clubs and league organization should become a valid brand through different ways. This should happen due to attract and maintain fans to become a focus point of public, media and commercial franchises. Attraction of more fans especially in International levels and Promoting fans loyalty depends on Accurate Brand Management. The main aim of this Study was identifying internal effective factors and Obstacles on Branding of Iran's pro league Football clubs and developing an appropriate model. So, Deep interviews conducted with Experts, managers and faculty members with work field of Marketing. Sampling was based of Subjective and snowball Approach and 22 People was interviewed. Interviews analyzed through Qualitative coding (open, axial and selective). Findings Exposed 70 labels in open Coding which Categorized in 16 concepts. These Concepts were culture, Communication, branding, marketing, financial issues, legal Issues, Management, Planning, human Resources, essence of sport clubs, essence of Football, equipment, club, media and structure. Eventually the study model Developed From 5 categories which were Essence of Football, clubs Philosophy, Marketing, Performance and Matching. The Alternatives suggested according to the Findings which Club Managers can use to promote club's brand.   Football clubs and league organization should become a valid brand through different ways. This should happen due to attract and maintain fans to become a focus point of public, media and commercial franchises. Attraction of more fans especially in International levels and Promoting fans loyalty depends on Accurate Brand Management. The main aim of this Study was identifying internal effective factors and Obstacles on Branding of Iran's pro league Football clubs and developing an appropriate model. So, Deep interviews conducted with Experts, managers and faculty members with work field of Marketing. Sampling was based of Subjective and snowball Approach and 22 People was interviewed. Interviews analyzed through Qualitative coding (open, axial and selective). Findings Exposed 70 labels in open Coding which Categorized in 16 concepts. These Concepts were culture, Communication, branding, marketing, financial issues, legal Issues, Management, Planning, human Resources, essence of sport clubs, essence of Football, equipment, club, media and structure. Eventually the study model Developed From 5 categories which were Essence of Football, clubs Philosophy, Marketing, Performance and Matching. The Alternatives suggested according to the Findings which Club Managers can use to promote club's brand.   https://smrj.ssrc.ac.ir/article_718_50c3d7614917b24303ee6a220679dab3.pdf