TY - THES AU - Jost, Caroline T1 - Image of the Kloten Flyers Stakeholder perception and recommendation to sharpen image DA - 2016 CY - Chur PB - Hochschule für Technik und Wirtschaft HTW Chur A3 - Walser, Roger AB - This bachelor thesis is about the perceived brand image of the Kloten Flyers, an Ice Hockey Club in the highest Swiss league. This study targets two stakeholder groups of the sport club, the fans and the own players. The initial situation of the club is difficult, as they underwent some crises in the last years. The study tries to evaluate, if these struggles caused a negative brand image among their stakeholders. These evaluation is carried out by a survey and interviews. The goal of the thesis is, besides identifying the brand image, to give recommendation on the strengthening of a brand. The study shows that the fans still perceive the brand as positive with the main characteristics: traditional and emotional. The players, on the other hand, acknowledge that the image has suffered but are optimistic that it will change. M3 - Bachelorarbeit Tourismus M4 - Citavi ER -