Introduction: Identity is the essence of brand. To create a permanent image, organizations should design their brand identity first and based on that develop their message and mental image. Brand characters are one the visual brand identity elements which used to improve brand awareness and promotion of brand associations. Characters are special kind of brand symbols which represent a human being or creatures from real life. The purpose of this study is determining a symbol for Iranian sport to represent equivalent educational and cultural programs.
Methodology: The method of this study is descriptive and analectic and imperial from goal view. Organizational values of Iranian sport identified from comparative study of upper organizations and documents. Core values identified and prioritized by experts. Finally brand symbol of Iran’s sport elected from potential character list.
Results:
First part: Findings from comparative study relived 4 value categories include sport values, national and religious values, social and cultural values and human values.
Second part: potential brand characters categorized in 1. Ancient and myth creatures 2. Environment and extinction animals 3. National plants and flowers 4. Ancient and myth characters.
Third part: “Rostam Dastan” elected as symbol of Iran’s sport by experts.
Discussion: Brand characters are being used in sport all over the world. For the first time in Iran, through an academic method a brand character determined for Iran sport. Mascots are identified through advertising, cultural and educational activities and have got a key role in attracting fans. Sport organizes should be aware of designing their brand elements as a marketing and fan management goal.