Introduction: The importance of the role of intangible assets in the effectiveness of the organization and their activities and the creation and maintenance of their financial performance is obvious. In the era of knowledge that is base of competition, the ability of organizations to develop intangible assets brings about the most organizational growth and value for its owners or its shareholders. Brand identity is one of the most important intangible assets.
Methodology: The population includes sports brands customers and the sample was chosen randomly. Out of 350 questionnaires distributed, 340 questionnaires were analyzed. Research tool was two researcher-developed questionnaires of brand identity (α=0.859) and sports customers (α=0.814) approved by the sports management professors that were rated as 5-point Likert scale from strongly agree to strongly disagree. Data analysis methods include confirmatory factor analysis, Pearson correlation coefficient and multiple regression, and all the data were analyzed using statistical software SPSS (21.0) and LISREL
Results: There was a significant relationship between brand identity and customer loyalty (P˂0.01), which the most relationship showed with intention to return (r=0.6), and the least was with intention to buy other products of brand(r=0.22). Multiple regression coefficient between brand identity and customer loyalty was significant (P˂0.01) and customer loyalty was estimated approximately 54% of brand identity. According to the result the model was fitted with data.
Discussion: participation of the customers in social activities of the brand and increasing brand identity increase customer loyalty to the brand, buy the brand again and recommend it to others