Real Madrid Brand Management

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This assignment analyses how Real Madrid went from a local to global organization and turned into one of the most well known football clubs in the world by leveraging its brand equity and implementing successful marketing programmes throughout the world.
Real Madrid was ranked the richest football club in the world in 2009-10, according to Delloitte Football Club Annual Report with €438.6m in revenue. (Goal.com, 2011) 1) Brand values and positioning
Brand awareness
For the first 100 years of its story, Real Madrid created a reputation around Europe by winning a sequence of titles in the beginning of the European competition.
Since the beginning of 2000’s when a new strategy was implemented, the club increased its brand awareness globally by hiring players from around the globe.
Brand image
Real Madrid has its reputation built through its track history of titles, having won nine times the Champions League and three times FIFA Club World Cup, among many others.
It is also know for football excellence as the club hires international players to attract fans from all over the world, creating an admiration for the football art and reaching countries where it wouldn’t otherwise be known.
Brand equity pyramid a) Identity: depth and breadth
Real Madrid’s build its depth of awareness by taking the most famous and best players around the world, making it easy even for the non football followers to recognise its brand.
By an extensive array of merchandising products, such as clothing and sports items, Real Madrid reached a wide breadth without over-stretching its brand. b) Meaning: imagery dimensions
The club managed to expand its brand associations from football to any sports situation, reaching users that relate to sports in general. c) Response: judgement dimensions, emotional response
This is the dimension where Real Madrid capitalizes on the emotional relationship, making use of the fun and excitement brought by a football match. d)



References: Quelch, J.; Nueno, J.L.; Knoop, C.I. (2007) Real Madrid Club de Futbol. Harvard Business School case study 9-504-063 Merlo, O (2011) The brand equity pyramid model. [Lecture] Imperial College London, 7th March Goal.com (2011), Real Madrid The 'World 's Richest Football Club ' Again In Deloitte Football Money League [Online]. Available from: http://www.goal.com/en/news/11/transfer-zone/2011/02/10/2345331/real-madrid-the-worlds-richest-football-club-again-in [Accessed: 13th April 2011] Licensemag.com (2010), Real Madrid revenues break records [Online], Available from: http://digital.licensemag.com/nxtbooks/advanstar/license0410/index.php?startid=19#/20 [Acessed: 13th April 2011] Value Based Management (2011), Brand Asset Valuator [Online] Available from: http://pt.scribd.com/doc/12864192/Young-rubicam-BAV [Acessed: 13th April 2011] Richilieu, A. and Desbordes, M. (2009) Strategic leveraging of branding – Football teams going international. Journal of Sponsorship [Online] 3 Available from: http://web.ebscohost.com [Acessed: 12th April 2011] Van Gelder, S. (2004) ‘Global brand strategy’, Journal of Brand Management, Vol. 12, No. 1, pp. 39–48.

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