Branding process for professional football players in Thailand

Abstract

© 2019, Primrose Hall Publishing Group. This article aims to study both the composition and process of branding for professional football players in Thailand. Quantitative research is used to obtain the composition of professional football players by using the survey research for 400 football enthusiasts of professional football clubs in Thailand. Additionally, using the Delphi technique to get the branding process for professional football players with the 17 persons as the sample group. The research results found that the branding process for professional football players in Thailand consists of seven steps: 1. Marketing planning of football players; 2. Searching for an athlete's identity: exploring the identity of the athlete; 3. Creating an identity for athletes; 4. Communication of athletes to the public through various channels; 5. Keeping the identity of athletes to be active continuously; 6. Promoting athlete's brand development strategies; and 7. evaluation.