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Haha Madrid

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Submitted By usamar03
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Creating Brand Equity in European Football
What is brand and brand equity:
A brand name is any word, device (design, sound, shape or color) or combination of these used to distinguish a sellers goods or services.
Brand equity is the added value a brand name gives to a product beyond the financial benefits provided.
What are the advantages of brand equity?
There are two main advantages of brand equity: (1) Brand equity provides competitive advantage. For example Pixar is synonymous with the best animated movies for children. (2) Consumers are willing to acquire the branded item by paying premium as compared to another item with same identical function. For instance people are willing to premium price for a Gucci handbag when a cheaper alternative is readily available at a much lower price.
Brand Equity in Sports Industry:
In modern era, Sports have become a huge profit making industry. Brand equity is vitally important tool for the sports clubs now. Sports clubs are now employing to brand management strategies to increase revenues and provide more entertainment to their fan base. The biggest sports industry in the world is European football (soccer) which has numerous clubs in the leagues that have long term strategic brand management as the overriding philosophy for their marketing efforts.
A long term focus on brand management strategies is warranted given the volatility of success in team sports. In the past, below par revenue accumulation has been a mjor concern for consistent success in team sports. This led to clubs resolving to short term tactics such as selling as their best players after a couple of seasons to get rid of their loans or firing their managers. These short term measures however did not make the clubs financially strong and after couple of goods seasons, the club would plunge into debt crisis.
A conceptual framework for

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