Determination of Sport Sciences Institute' Brand Personality Through Architypes

Nowadays it’s the aim of many organizations and industries, especially service base organizations, to build a strong brand. The aim of this study was to determine the sport sciences institute's brand personality through architypes. The study method was qualitative and applying. It was a grounded study base on implementation. The statistic population of the study was includes all experts who were aware of sport sciences institute and its affairs. The study samples were 51 people. This group was consist of 18 faculty member, 13 SSRI staff, 5 students and 15 faculty members of other universities who were a scientific group member of SSRI. Data was gathered through semi structural interviews objectively. Interviews were analyzed with content analysis method. In the first level of coding 138 codes was found and in the second level 9 concepts designed which included physical resources, innovation, financial resources, human resources, digital environment, public relation, organization identity, external factors and management. Eventually, these 9 concepts affect brand personality through3 categories of 1. Experience, attribute and organization identity, 2. In control and out of control, 3. Direct and indirect. Also, current brand personality of sport sciences institute was found to be “seeker” and suitable brand personality of football league organization was “creator”. Identifying now and suitable brand personality helps developing future visions of the organization. Also, sources of brand personality perceptions can help developing marketing strategies.