Scoring with The Right Brand
This is a follow up discussion on Mister Potato and Man Utd . Football clubs are not what they used to be. But as the game evolved, so have the clubs. Most have grown intomillion-pound enterprises, some of which are listed in the local bourses. While one group of highly-paidmen show their skills on the field, another group of not-so-well paidmen (andwomen) make it their business to bringmoremoney into their over-flowing coffers.Yet, there’s another groupwhich goes about building the club as a brand, and then conquering markets all over the globe. This year, with a “brand value” of £412 million, Manchester United Football Club dislodged Real Madrid (£401 million) at the top of the table followed by Barcelona (£392 million), BayernMunich (£308million) and Chelsea (£109million). These figures were arrived at by brand consultants, Brand Finance plc who define a brand as the trademark and associated intellectual property. AON and Manchester United AON is the world’s leading insur...