ABSTRACT
Wimbledon FC had enjoyed an illustrious history as a team that had climbed from non-league level to the top division of English football, where they remained for 14 years. The highlight came in 1988 when they defeated Liverpool to win the FA Cup. This was followed by the quote from BBC commentator John Motson that ‘the Crazy Gang have defeated the Culture Club’, which helped to define Wimbledon’s brand. Known as the ‘Dons’, they were the underdogs, and their brand associations were direct, uncompromising football with a ‘loveable rogue’ element that helped to endear them to fans and boost their brand profile as a prominent English football club.
