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‘The case Allsvenskan’ - Brand building within smaller teams (Malmö FF, Helsingborgs IF, AIK & Kalmar FF)


  • Rami Al-Salih
  • Gustav Hartman

Summary, in English

The purpose of this study is to investigate how smaller teams build their brand through, Sponsorship, Event, Stadium and Buying players and how these communication tools are perceived by existing fans and smaller teams, also how these tools are connected to Aaker’s (2010) Brand equity factors (Awareness, Associations, Perceived quality and Loyalty)

Publishing year




Document type

Student publication for Master's degree (one year)


  • Business and Economics


  • Brand equity
  • Sports
  • Football
  • Smaller teams
  • Communication tools
  • Sponsorship
  • Event
  • Stadium
  • Buying players
  • Aaker
  • Sweden


  • Ulf Elg (Professor)