Introduction: The professional team brand characteristics scale is a useful tool for marketers and sports teams that provides a good basis for assessing the strength, desirability and uniqueness of the team brand. The present research was conducted with the aim of developing a model of brand characteristics for professional volleyball teams.

Research Method: The current research method was qualitative with an interpretative phenomenological approach. The statistical population includes volleyball fans whose team was represented in the first volleyball league and were selected using a purposive sample of 21 citizens until information saturation was reached. The data was collected through semi-structured interviews. The opinions of researchers outside the research were used to verify the reliability and objectivity of the information, and the acceptability of the data was ensured through peer review and verifiability. Smith & Shinebourne's phenomenological method of analysis was used to analyze the data.

The results: A total of 66 subthemes, 12 sub-themes and 5 main themes were extracted and classified. The main themes of the study included brand desirability, brand strength, uniqueness, performance, and internal and external factors.

Conclusion: In this study, a brand attribute scale for professional sports teams was developed, taking into account both product-related and non-product-related attributes, based on terms associated with the teams by fans in the teams' target markets.