The application of Archetypes to determine the brand experience in sports places

Oral Presentation
Paper ID : 1344-12THCONG
Oral / Poster Presentation File: 1344-12THCONG.mp4 
1shiraz univercity
2Imam Reza International University, Sport science department
3Student of Sport Management Imam Reza University
Brand experience is conceptualized as the senses, feelings, diagnoses, and behavioral responses evoked by the associated brand stimulus that are part of a brand's design, identity, packaging, communication, and environment. On the one hand, archetypes were first introduced by Jung (1919), meaning intrinsic images that are identical across cultures and generations and shape human experiences.
The purpose of this study was to determine the brand experience in sports places using archetypes.
In-depth interviews were conducted with the managers of the most important sport places in Mashhad using qualitative content analysis method. The sample size was purposefully selected and finally, 15 qualitative interviews were conducted until theoretical saturation. Subsequently, the research findings were coded through content analysis.
The findings revealed 150 effective indicators of perception of brand experience in sports places. These indicators were categorized into 8 concepts which include concepts of place brand identity, stakeholders, place brand image, place brand architecture, place brand equity, place brand experience, place brand loyalty, and place brand expression. Also, the place brand experience includes three stages before the experience, during the experience, and after the experience.
This research has illustrated three time periods for place branding. In these time periods, with the evolution of the concept, we see the concept of the place brand move from a monotonous, intuitive, tangible phenomenon to an elitist, market-driven process toward a multi-faceted, interdisciplinary, interactive, and participatory concept. In this evolution, the nature of place branding has changed from a marketing tool to an approach to address different aspects of place planning and management. By refining the concepts derived from the research, a theoretical model of brand conceptualization of place was presented. This model incorporates various conceptual and strategic layers as well as the requirements and contexts that affect it. The identity that accumulates with the brand experience shapes the brand image of the place. This special value is a key element in building brand loyalty and completing an all-inclusive development chain. As such, place branding is used as an interdisciplinary, interactive, multi-faceted, context-based, and asset-based approach to place planning and re-creation.