Varumärkesutveckling inom Linköpings Hockey Club : Ur ett sponsorperspektiv

Sammanfattning: The main question in this thesis has been to see how the brand strategy of Linköpings Hockey Club has changed during the years in the Swedish elite league. We will also look at the content of the brand, as well as the association as the city of Linköping. This thesis will also see the sponsorship view of the development of the brand, because of the sponsorship power to help the association to build and strengthen the brand. We have been interviewing important persons at the association Linköpings Hockey Club and also done interviews with a few sponsorship partners to get important information to analyze. As an association it is of outmost importance to disseminate the association’s image in the right way, which Linköpings Hockey Club has according to their sponsorship partners. The association has during the last years been working hard to take care of and strengthen the brand, which can be seen among the sponsorship partners. The way they have been strengthening the brand can be seen on the basis of different aspects, such as events and collaboration on different levels.