Brand identity use of football clubs: A review of Super League teams

The concept of brand, which helps an institution, product or an individual to be defined and differentiated from its competitors, plays an important role in marketing communication. Because it shapes the perceptions of individuals, the concept of brand shows its existence in the field of sports as well as in every field. In this study, which tries to reveal how football clubs use their brand identity in their communication activities with their fans, the brand identities of 3 football clubs (Galatasaray, Fenerbahçe and Beşiktaş), which are included in the list of the most valuable brands in Turkey, published in 2021 by the British consulting company Brand Finance, The physical structure that makes up Kapferer's Brand Identity Prism has been examined in terms of brand personality, brand-consumer relationship, culture, reflection and selfimage dimensions.