Background. The clubs of the premier league and the basketball federation need to attract and retain fans and sponsors in order to earn financial revenues, through the proper model of branding, to be of interest to the media and customers. Objectives. Thus, the purpose of this study was to identify the internal factors and challenges in the branding of the Iranian basketball league. Methods. This research based on purpose is practical and based on field research is a qualitative research type. The statistical population of this study consisted of knowledgeable experts in the field of brand and basketball sport. Based on snowball sampling method, to the extent of reaching the theoretical saturation, 19 individuals were selected as a statistical sample. In this study, the data collection tool was a qualitative interview. Grounded theory was used to collect and analyze data. Results. Totally 89 tokens were identified in the open source coding process, that in the first stage, coding was classified into 11 classes in terms of subject and concept closeness. Also, results showed that the factors and challenges of the branding in Iranian Basketball League were three main factors, such as the philosophy and nature of basketball and the nature of sport. Conclusion. Based on our results, identification of the internal branding factors and challenges of the Iranian Basketball League was recognized and the proposed model was presented based on identified cases at three levels of operational, intermediate and strategic.

中文翻译：

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识别伊朗篮球联赛品牌塑造的内部因素和挑战

背景。英超俱乐部和篮球联合会的俱乐部需要吸引并留住球迷和赞助商，以便通过适当的品牌塑造模式赚取财务收入，从而引起媒体和客户的兴趣。目标。因此，本研究的目的是确定伊朗篮球联赛品牌塑造的内部因素和挑战。方法。基于目的的研究是实用的，基于现场研究的研究是定性研究。这项研究的统计人群由品牌和篮球运动领域的资深专家组成。根据雪球采样方法，在达到理论饱和度的程度内，选择了19个人作为统计样本。在这项研究中，数据收集工具是定性访谈。扎根理论被用来收集和分析数据。结果。在开放源代码编码过程中，总共确定了89个令牌，即在第一阶段，按照主题和概念的紧密程度将编码分为11类。此外，结果表明，伊朗篮球联赛品牌塑造的因素和挑战是三个主要因素，例如篮球的哲学和本质以及体育的本质。结论。根据我们的研究结果，识别出了内部品牌因素和伊朗篮球联赛的挑战，并基于在业务，中间和战略三个层面上确定的案例，提出了该模型。根据主题和概念的紧密程度，编码分为11类。此外，结果表明，伊朗篮球联赛品牌塑造的因素和挑战是三个主要因素，例如篮球的哲学和本质以及体育的本质。结论。根据我们的研究结果，识别出了内部品牌因素和伊朗篮球联赛的挑战，并基于在业务，中间和战略三个层面上确定的案例，提出了该模型。根据主题和概念的紧密程度，编码分为11类。此外，结果表明，伊朗篮球联赛品牌塑造的因素和挑战是三个主要因素，例如篮球的哲学和本质以及体育的本质。结论。根据我们的研究结果，识别出了内部品牌因素和伊朗篮球联赛的挑战，并基于在业务，中间和战略三个层面上确定的案例，提出了该模型。