Introduction: Today, brands are a symbol of the identity of products and even people. Brands are not exclusive to products and organizations, and individuals can also have their own personal brand. The purpose of this study is qualitative analysis factors affecting the development of personal brand of sports coaches in the country by using grounded theory approach.
Methodology: The present study is practical study: The method of data collection was library-field. This research was a qualitative research and was carried out by the Grounded Theory method. Sampling was carried out using Purposeful and bullet sampling and followed up to theoretical saturation. A total of 18 individuals participated in the interview. In the present study, semi-structured interviews were used as data collection tools.
Results: Based on the findings after coding, a total of 93 concepts, 25 categories and 6 dimensions were obtained that indicated "personality", "coach behavioral approach", "off-campus lifestyle", "market approach", "specialty, Coach Performance and Skill "and" Macro Levels "are the most important factors influencing the development of sports coach's personal brand.
Conclusion: In order to develop his personal brand, it is better for a sports coach to have a good and decent relationship with people, fans and athletes in addition to achieving success in the sports fields, and be a good role model for them in all respects, and also be diligent in accepting social responsibilities. The coach's strong brand and indicator will give purpose to other activities of the club and the team and will inspire the club's organizational resources (athletes, managers, employees, etc.). In other words, the development of the coach's personal brand leads to the development of the club's brand indirectly, which will help empower human resources in today's competitive conditions. This research can provide a coherent point of view for the sports managers and coaches of our country in managing the personal brand of sports coaches. It also provides a wide range of necessary management measures to build a strong personal brand and ultimately develop and expand the loyalty of fans, followed by the development and expansion of the personal brand of Iranian sports coaches and enjoy its benefits.