Merchandise is one part of the product that a football club offers. Kapferers (2008) Brand Identity Prism should be useful to map the relationship between product and Brand Equity. Merchandise attractiveness can affect consumers perception regarding the product quality of the whole club. As little have been written regarding how Scandinavian football clubs use their products to build their Brand Equity we saw a relevance of further searching in to this subject. The purpose was to identify what differences and similarities Scandinavian football clubs have in their development of...