Determination of Brand Identity and Image in Recreational Sports Facilities

The purpose of this study was to determine the brand identity and the strategies of structuring the brand image of recreational sports facilities. The sample group consists of five trademark manager who work in the private sports club in Ankara (？ankaya, Etimesgut, Alt？nda？ and Eryaman) participated in this study voluntarily. Semi-structure interview is used in this study which covered qualitative data collection techniques. The data obtained in the research were collected under the themes based on the research purpose. The participants' discourse about brand image and awareness was evaluated under three themes. These themes have been defined as "create a brand identity", "brand positioning strategies" and "provision of brand awareness". As a result, it was determined that the significant steps for the future to protect brand awareness and brand images in recreational sports clubs