Real Madrid Brand Equity
1) Define Real Madrid’s brand platform by describing the following:
a) Brand Identity
Real Madrid has a very powerful brand identity. It is always on top of everyone’s list when speaking about football clubs. In essence, Real Madrid’s core brand identity is that it as a well renowned football club that has been prevalent for over a hundred years. It is known for greatness, competition, class, top notch talent and being champions. The extended identity also stands for:
Product offering: High quality content portraying international players and games, high level of excitement and championship level competition.
Endorsements: Association of large brands shows the value and worth of the club.
Relationship/Heritage: The city’s name Madrid and use of membership/fan cards show a sense of acceptance and pride.
Logo: Depicting royalty with the crown and name.
b) Real Madrid’s brand personality involves excitement, excellence, competition, acceptance and exclusivity. We see that some of these descriptions are so strong that fans return them with the same. For instance, we see that Real Madrid shows acceptance of their fans by offering them exclusive membership cards, and also giving all types of fans what they want, from competition to pride of being affiliated with the brand. In return the people of Madrid proudly lent their name to the team and showed profuse loyalty.
c) Real Madrid’s Customer Value Proposition consists of 3 benefits, functional, emotional, and self-expressive. A brief description is as followed:
Functional: fans can receive content (football games) anywhere at any time. Real Madrid made it so that all types of fans would have something to enjoy, whether competition or star power.
Emotional benefits: pride for having a premier football team from your city/country.
Self-expressive benefits: Being part of a community; being able to associate themselves with winners.
2) Using the Aaker model of brand equity, do an analysis of the Real
a) Brand Identity
Real Madrid has a very powerful brand identity. It is always on top of everyone’s list when speaking about football clubs. In essence, Real Madrid’s core brand identity is that it as a well renowned football club that has been prevalent for over a hundred years. It is known for greatness, competition, class, top notch talent and being champions. The extended identity also stands for:
Product offering: High quality content portraying international players and games, high level of excitement and championship level competition.
Endorsements: Association of large brands shows the value and worth of the club.
Relationship/Heritage: The city’s name Madrid and use of membership/fan cards show a sense of acceptance and pride.
Logo: Depicting royalty with the crown and name.
b) Real Madrid’s brand personality involves excitement, excellence, competition, acceptance and exclusivity. We see that some of these descriptions are so strong that fans return them with the same. For instance, we see that Real Madrid shows acceptance of their fans by offering them exclusive membership cards, and also giving all types of fans what they want, from competition to pride of being affiliated with the brand. In return the people of Madrid proudly lent their name to the team and showed profuse loyalty.
c) Real Madrid’s Customer Value Proposition consists of 3 benefits, functional, emotional, and self-expressive. A brief description is as followed:
Functional: fans can receive content (football games) anywhere at any time. Real Madrid made it so that all types of fans would have something to enjoy, whether competition or star power.
Emotional benefits: pride for having a premier football team from your city/country.
Self-expressive benefits: Being part of a community; being able to associate themselves with winners.
2) Using the Aaker model of brand equity, do an analysis of the Real