Real Madrid Marketing

Real Madrid’s brand platform can be described through their brand identity, brand personality and customer value proposition. Real Madrid’s core brand identity is one of being a world-class soccer club, rooted in prestige, effort, majesty, leadership, and champions. Building on their core, Real Madrid’s extended brand identity consists the following components:

* Heritage: 1920, royalty granted the title of Royal to the club; set standard for championship soccer; city lent their name and flair to soccer team’s name; deep local fan pride and loyalty

* Product: players and games represent quality content; obtain, develop, and promote top players

* Relationship: “one-on-one relationship”; fan engagement with the brand; local fan association development

* Global reach: extensive brand expansion through various media channels to market the brand and engage fan base globally

* Endorsing Partners: brand and content developed was worthy of investment and financial support

Real Madrid’s brand personality is one of excitement, excellence, and exclusivity that is embodied by the soccer club and fans alike and unifies their relationship through values such as those “transmitted from fathers to sons” including fair play, solidarity, and a sense of sacrifice.

Real Madrid’s Customer Value Proposition is comprised of functional, emotional, and self-expressive benefits that are derived from their brand identity and personality.

* Functional benefits: a trusted soccer content provider that offers diverse methods for diverse fans to engage with the brand and receive quality content and service

* Emotional benefits: a source of pride in both Spanish heritage and a world-class soccer club with a sense of belonging and membership among fans and family; a source of exhilaration and entertainment through athletic performance excellence

* Self-expressive benefits: identifies a person as being a passionate soccer fan who takes pride in their team and...