2021

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Browsing 2021 by Author "Humza Hussain"

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    Rebranding of a football club
    (UMT, Lhr, 2021) Humza Hussain
    The aim of this thesis is the conduct of quantitative studies on the effects of rebranding at the fame football club. The research aimed at determining how the brands rebrand has had on children's attitudes towards sports, by conducting focus groups and comparing the results against previous research. The dissertation utilized digital rebranding, as well as an online portal site that provided information on football, and global statistics on players, their strategies and video archives, as well as engaging them through games on the field and experiences that were hands-on. The focus of the study was on children's attitudes towards the most recent followers following the change in branding, as well as their fervor about whether or not their views have changed since the redesign. The primary data collected was as well as the results showed that the majority of participants were positive about the change in branding. The most notable outcomes were an obvious understanding of the new logo and the club's merchandise, which has influenced the perceptions of other clubs in football and the new one, as well as the club's manager Tajammal Khan. Additionally, the data indicated an increase in the fan's loyalty, which has affected their buying habits and their presence both at home and away matches. Based on this study, it can be concluded that the rebranding was successful in its attempt to increase brand credibility in the local market, and a large percentage of the participants loyal to and impressions of this brand having been positively influenced by the rebrand.