Real Madrid Brand Management Essay

Corporate sponsors a beneficial birth for both parties, the increasing aw arness coming from the efficient marketing class from Real capital of Spain allows a greater financial return and similarly the possibility to reach the consumers of its sponsors as well. The main sponsors are both in the sports arena, which allows the club to expand its image without oer-stretching eg. Bwin sport betting platform and Adidas, an see leaf blade in the sports scene. Othersports brands People Things Places Adidas & Bwin GalacticosCristiano Ronaldo Figure 3. Secondary leveraging done associations with people and separate brands Externally the team also benefited from strong competitor with Barcelona and in a smaller scale it also uses the association with football in Spain as a mean to build its brand reputation. 3) discolouration performance Real Madrid since its foundation built its reputation over its successful story. Like other European clubs, until last ten-spot it pick out a focus on the sport events only, which enable the team to be k without delayn nationally and throughout Europe.In middle of 2000s, the club identify the opportunity to increment knowledge worldwide and was also able to increase its brand stature, attracting more fans by selecting star players for the squad. According to Young and Rubincam mail Asset Valuator (Value Based Management, 2011), the club has been for a long quantify in the position of unrealised/emerging potential. In the last decade it has reached leadership, competing with teams such as Manchester United and Barcelona. Real Madrid has always had near brand strength, but only in the last 10 age it has been able to fully exploit the brand stature.Figure 4. Building brand stature through time 1902 -mid 2000s Mid 2000s now Figure 5. From unrealised potential to leadership (Merlo, 2011) 4) Brand equity sustainability In order to successfully manage the brand through time, it is necessary to examine the external and internal factors that could affect its equity. Analysing the threats through the external perspective, the most new-made proof of the successful strategy of going global was showed when Real Madrid went through the last world economy downturn without suffering all major financial impact We continue to assert that top clubs are well placed o meet the challenges of the economic environment. Large and incorruptible supporter bases, the ability to drive broadcast audiences and continuing attraction to incarnate partners provide a strong base to underpin revenues, says Paul Rawnsley, coach in Deloittes sports business group. (licensemag. com, 2011) Real Madrid has made a acceptable use of merchandising and did not over-stretch the brand by first appearance products that are not related to sports. It has been able to feed fans variety desire without confusing them or diluting the brand meaning. 5) ConclusionReal Madrids tactics based on a mix of two strategies (reputation and affinity) is a good balance to protect the club from vulnerability. By constantly having good results the team builds a good reputation while at the analogous time crystallizing the emotions of the fans and creating affinity. One of the risks faced by the brand lies in over-relating to the image of individual players as eventual personal incidents might misuse the brand equity. Real Madrids brand uses associations with people and other brands. It could explore further associations with the country Spain.