Corporate brand building from the corporate stories perspective: a Brazilian football teams study

A construção de marcas corporativas por meio da perspectiva das corporate stories: um estudo dos times de futebol brasileiros

La construcción de marcas corporativas a través de la perspectiva de historias corporativas: un estudio de los equipos de fútbol de Brasil

Abstract

The study aims to investigate the content of corporate stories of the Brazilian’s football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C. A qualitative analysis of the corporate stories was carried on by means of content analysis of the corpus resulting from them. The results showed that emotion is a key element and is most strongly represented in the websites. The findings also revealed that although the clubs work with human talent, and positive results of the teams in the pitch are dependent on talent, this important aspect is practically forgotten on the websites. Academic and managerial implications, as well as limitations of the study are presented at the end.

Keywords:
Corporate brand; Corporate stories; Branding; Football clubs; Content analysis.