Real Madrid Brand Management Essay

Corporate sponsors a beneficial relationship for both parties, the change magnitude awargonness coming from the efficient marketing programme from Real Madrid allows a greater fiscal return and also the possibility to reach the consumers of its sponsors as well. The main sponsors are both in the sports arena, which allows the order of magnitude to expand its image without over-stretching eg. Bwin sport betting platform and Adidas, an experienced label in the sports scene. Othersports brands People Things Places Adidas & Bwin GalacticosCristiano Ronaldo exercise 3. Secondary leveraging through associations with volume and other brands Externally the team also benefited from strong contest with Barcelona and in a smaller scale it also social occasions the association with football in Spain as a mean to build its brand news report. 3) Brand performance Real Madrid since its foundation built its reputation over its successful story. Like other European nine-spots, until last de cennium it adopted a guidance on the sport events altogether, which enable the team to be known nationally and throughout Europe.In essence of 2000s, the confederacy identified the opportunity to increase 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 Brand Asset Valuator (Value Based Management, 2011), the club has been for a long time 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 good brand strength, but only in the last 10 years it has been able to fully exploit the brand stature.Figure 4. construction 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 t o analyse the external and internal factors that could affect its equity. Analysing the threats through the external perspective, the most recent consequence of the successful strategy of going global was showed when Real Madrid went through the last world saving downturn without suffering any major financial impact We continue to assert that top clubs are well placed o meet the challenges of the economic environment. Large and loyal supporter bases, the ability to beget broadcast audiences and continuing attraction to corporate partners provide a strong base to underpin revenues, says capital of Minnesota 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 related to sports. It has been able to kick in fans variety seeking without confusing them or diluting the brand meaning. 5) ConclusionReal Madrids tactics based on a mix of two st rategies (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 said(prenominal) 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 damage the brand equity. Real Madrids brand uses associations with people and other brands. It could explore further associations with the country Spain.