'No-one likes us, we do care': How have Millwall Football Club set about promoting a positive brand image

Abstract

This study investigated the efforts employed by Millwall football club to gain and promote a positive brand image. The aim was to investigate if the schemes used by the club have worked in improving the perception of this notorious club. In order to research this topic, both qualitative and quantitative methods were used to produce the most accurate results. Surveys were used in order to gain on overview of the subject area. Questionnaires distributed to associates of the club provided a knowledgeable insight into the employment of schemes and campaigns that have been enforced with the purpose of improving the clubs image. Semi-structured interviews with expert witnesses identified the change in atmosphere as a result of the transition to the New Den. The results highlighted that Millwall are pushing in the right direction to attain a positive brand image but are still alive to old perceptions limiting their progression.