La construcción del valor de marcaanálisis de Real Madrid como "world-class brand"

Zusammenfassung

This PhD thesis studies the corporate brand Real Madrid, its globalization and the added value of underlying emotional nature, starting from the evolution of a strategy of product brand toward another one of corporate brand. The theory and its application to the case study was done on the basis of the bibliographic review, while the results of the research have been generated from a qualitative study based on indepth interviews, which have been analyzed from the speeches. The globalization process of the corporate brand Real Madrid, carried out prior to other football clubs, has been essential to endorse the success of its product (sports victories) and its corporate values, which has favored its process of transformation into a corporate brand and has strengthened the variables that integrate its brand equity.