Real Madrid Brand Management Essay

integrated sponsors a beneficial relationship for some(prenominal) parties, the increasing awareness coming from the life-threatening marketing programme from authentic capital of Spain allows a greater financial product and withal the possibility to reach the consumers of its sponsors as well. The main sponsors are both in the pas eons arena, which allows the club to expand its fig without over-stretching eg. Bwin sport betting platform and Adidas, an experienced reproach in the sports scene. Othersports smears People Things Places Adidas & Bwin GalacticosCristiano Ronaldo foresee 3. Secondary leveraging through joinings with mountain and other snitchs Externally the squad also benefited from strong rivalry with Barcelona and in a smaller scale it also gives the association with football in Spain as a mean to build its brand reputation. 3) grade performance actual capital of Spain since its tooshie built its reputation over its palmy story. Like other Europe an clubs, until prevail decade it adopted a think on the sport events only, which enable the team to be k without delayn nationally and throughout Europe.In middle of 2000s, the club determine the opportunity to increase knowledge oecumenical and was also able to increase its brand stature, attracting more fans by selecting star players for the squad. harmonise to Young and Rubincam Brand Asset appraiser (Value Based Management, 2011), the club has been for a retentive time in the position of unrealized/emerging potential. In the ut about decade it has reached leadership, competing with teams such as Manchester United and Barcelona. Real capital of Spain has always had good brand strength, but only in the last 10 years it has been able to amply exploit the brand stature.Figure 4. construct brand stature through time 1902 -mid 2000s Mid 2000s now Figure 5. From unrealised potential to leadership (Merlo, 2011) 4) Brand equity sustainability In roam to successfully manag e the brand through time, it is necessary to analyse the external and innate factors that could affect its equity. Analysing the threats through the external perspective, the most recent proof of the successful system of going global was showed when Real Madrid went through the last world preservation downturn without suffering any major(ip) financial impact We continue to introduce that top clubs are well laid o meet the challenges of the economic environment. mountainous and loyal supporter stalks, the ability to private road broadcast audiences and continuing attraction to integrated partners provide a strong base to underpin revenues, says Paul Rawnsley, director in Deloittes sports business group. (licensemag. com, 2011) Real Madrid has made a good use of merchandising and did not over-stretch the brand by launching products that are not link to sports. It has been able to feed fans variety seek without confusing them or diluting the brand meaning. 5) final stageRea l Madrids tactical manoeuvre based on a prance of two strategies (reputation and affinity) is a good balance to protect the club from vulnerability. By ever having good results the team builds a good reputation while at the very(prenominal) time crystallizing the emotions of the fans and creating affinity. One of the risks face by the brand lies in over-relating to the image of individual players as eventual personalized incidents might damage the brand equity. Real Madrids brand uses associations with bulk and other brands. It could explore further associations with the republic Spain.