Real Madrid is Worlds Biggest Football Brand
May 31, 2002 — London — Real Madrid is the number one international football club brand in terms of stature and strength, according to the conclusions of the first qualitative worldwide study on football brands. The study was conducted by Landor Associates – the world’s leading brand strategy and design firm – using Landor’s own methodology and the results of a 10,000-person survey issued between February and March 2002 in ten countries (France, Germany, Italy, Spain and United Kingdom, in Europe; Brazil, Mexico and Argentina in Latin America; the USA and Japan).
Based on its understanding of brand strength and brand stature in the evolution of brands, Landor developed a methodology utilizing measures of prestige, empathy and aversion. Using these parameters, two clubs emerge as leading international football brands: Real Madrid and Manchester United.
"The patterns of relative international stature favour Real Madrid," says Ralf Korbmacher, Landor’s Executive Branding Director. "Apart from a stellar track record as a team, Real Madrid has worldwide recognition, cultural affinities and prominent foreign players from many countries – all factors that contribute substantially to Real Madrid qualifying as the United Nations of Football"
Manchester United, being a somewhat more recent global phenomenon with less of an international track record and a less diversified set of brand ingredients, falls a bit behind overall. "Though a highly relevant and differentiated team," says Korbmacher, "its current branding and communications efforts should bring stature in the mid-to-long term"
Football players: The active “ingredients”
Team Rank Brand Score
Real Madrid 1 100
Manchester United 2 84
Inter de Milan 3 47
Juventus 4 36
Barcelona =5 16
Bayern Munich =5 16
Milan 7 12
Liverpool 8 11
Boca Juniors 9 6
River Plate 10 3
The players are the main ingredients that give added strength to the club brand.
The Landor study identifies four “player ingredients” of Real Madrid – Zidane, Figo, Roberto Carlos and Raul. They are amongst the ten best players in the world, according to all those surveyed. Manchester United, with Beckham, is the second club in this ranking worldwide.
What is important is that the clubs are able to efficiently transfer the star players’ brand equity to the main brand, that of the club. Manchester United, for example, is stronger than the individual players’ brands.
The clubs’ branding objectives have been measured in this study in terms of prestige, empathy or aversion.
Real Madrid has the leading profile on a global scale. It is the club with the greatest prestige measure, the one that generates the most empathy and that provokes the least aversion.
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We're trailing Inter??? There's gotta be a mistake!!
May 31, 2002 — London — Real Madrid is the number one international football club brand in terms of stature and strength, according to the conclusions of the first qualitative worldwide study on football brands. The study was conducted by Landor Associates – the world’s leading brand strategy and design firm – using Landor’s own methodology and the results of a 10,000-person survey issued between February and March 2002 in ten countries (France, Germany, Italy, Spain and United Kingdom, in Europe; Brazil, Mexico and Argentina in Latin America; the USA and Japan).
Based on its understanding of brand strength and brand stature in the evolution of brands, Landor developed a methodology utilizing measures of prestige, empathy and aversion. Using these parameters, two clubs emerge as leading international football brands: Real Madrid and Manchester United.
"The patterns of relative international stature favour Real Madrid," says Ralf Korbmacher, Landor’s Executive Branding Director. "Apart from a stellar track record as a team, Real Madrid has worldwide recognition, cultural affinities and prominent foreign players from many countries – all factors that contribute substantially to Real Madrid qualifying as the United Nations of Football"
Manchester United, being a somewhat more recent global phenomenon with less of an international track record and a less diversified set of brand ingredients, falls a bit behind overall. "Though a highly relevant and differentiated team," says Korbmacher, "its current branding and communications efforts should bring stature in the mid-to-long term"
Football players: The active “ingredients”
Team Rank Brand Score
Real Madrid 1 100
Manchester United 2 84
Inter de Milan 3 47
Juventus 4 36
Barcelona =5 16
Bayern Munich =5 16
Milan 7 12
Liverpool 8 11
Boca Juniors 9 6
River Plate 10 3
The players are the main ingredients that give added strength to the club brand.
The Landor study identifies four “player ingredients” of Real Madrid – Zidane, Figo, Roberto Carlos and Raul. They are amongst the ten best players in the world, according to all those surveyed. Manchester United, with Beckham, is the second club in this ranking worldwide.
What is important is that the clubs are able to efficiently transfer the star players’ brand equity to the main brand, that of the club. Manchester United, for example, is stronger than the individual players’ brands.
The clubs’ branding objectives have been measured in this study in terms of prestige, empathy or aversion.
Real Madrid has the leading profile on a global scale. It is the club with the greatest prestige measure, the one that generates the most empathy and that provokes the least aversion.
===
We're trailing Inter??? There's gotta be a mistake!!
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Not that they're not talented... just that some diversity would be nice.
