Abstract
The Boston Celtics is one of the basketball teams in the national basketball association (the NBA). But they encounter a lethal problem after they lose the championship in 2022, which is the loss of fans. Moreover, fans' loyalty is an important indicator of whether the brand is perfect. If most people are satisfied with many products of this brand, that means more and more consumers will come in and recommend this brand to another person. This paper aimed to research how can Boston Celtics deal with the problem of losing fans. The strengths and weaknesses of the Celtics team and measures to be adopted were performed by SWOT analysis. On the other hand, this research concludes that the advantages of the Celtics are their great brand image. In contrast, the disadvantages are little brand association. Thus, modeling an appropriate image of the brand and improving the popularity of Celtics on the Internet can catch people’s attention. In the future study, the adoption that this paper can also apply in different realms rather than being used in sports.
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