Ali Mohammad Amirtash , Seyed Amir Ahmad Mozaffari and Gholamreza Faraji
The purpose of this study to describe brand valuation metrics was the Iranian Premier Football League. The research method was survey. The statistical population of the research contained three groups of players, coaches and assistants and CEOs or their deputies that made up 568 subjects. According to Morgan table the sample for the three groups was respectively, 225 Players, 32 coaches and 17 executives. Measuring tool was the researcher developed questionnaire that measured brand valuation parameters using Colin Bates method. Validity and reliability of the questionnaire was confirmed. Results showed that such parameters as stability criterion, increased brand strength with longer history was the most significant (chi-square=290.59); in profitability trend parameter the number of Asian Cup titles (chi-square=195.5) the criteria for quantifying the importance of their support (chisquare= 380.33); geographical spread of clubs and the club’s brand being incomparable with those of similar clubs (chi-square= 11.52); the value of leadership roles with market leaders in club’s brand strength (chi-square=54.88) Protective measures requirements for club’s copyright (Chi-square= 73.41) and market's role in determining brand strength were most important in brand evaluation. Also the results showed that among all effective components in brand evaluation the most important one was “support”.