Sportski klubovi kao brendovi na primjeru Real Madrida

master's thesis

• Title (english): Sport Clubs as Brands: The Case of Real Madrid
• Author: Vlatka Vidić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Strategic Communication); Zagreb
• Defense date and country: 2019-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Cilj rada je istražiti koliko i kako sportski klub Real Madrid upravlja identitetom, imidžom i brendom te zašto je prestižnoj sportskoj organizaciji poput Kraljevskog kluba izgradnja brenda ključan dio poslovanja. S obzirom na važnost sporta u društvenom životu, popularnost nogometa te poslovnu transformaciju industrije, postavlja se pitanje o glavnim faktorima i karakteristikama moderne komunikacije i upravljanja markom globalno popularne sportske institucije. Drugi najbogatiji nogometni klub na svijetu pokazuje kako uspješno brendirati na konkurentskom tržištu. Rezultati analize Facebook sadržaja i provedeno anketiranje pokazuju da komunikatori Real Madrida koriste marketinške strategije i taktike u svrhu postizanja sentimentalne povezanosti i privlačnosti. Klub nije prepoznatljiv isključivo zbog osnovnih koristi kao što su sportska postignuća, plasman, rezultati te napete utakmice. Emocionalnu komponentu čine elementi poput sportskih zvijezda, organiziranih događaja, plaćenih partnerstva te strateške komunikacije. Upraviteljima prestižnog španjolskog kluba prihodi i profit od velike su važnosti, no u suvremeno doba prioritet im predstavljaju i marketinške aktivnosti kojima između ostalog postižu tu zaradu te podižu ugled i reputaciju Real Madrida. Upravljanje brendom sportskog kluba podrazumijeva poticanje interakcije s potrošačima, izazivanje emocija te omogućavanje uključenosti i angažmana publike što dovodi do jačanja ključnih vrijednosti brenda – kvalitete, lojalnosti, svjesnosti i asocijacija.

Abstract (english)

The aim of this paper is to research how much and in what way the sports club Real Madrid manages its own identity, image and brand, as well as why the brand building process is a key business part of a prestigious sports organization such as the Royal club. The importance of sports in social life, the popularity of football and the business transformation of the industry pose the question about the main factors and characteristics of modern communication and brand management of this globally popular sports institution. The second richest football club in the world indicates how to create a successful brand in a competitive market. An analysis of Facebook posts, together with an online survey, show that Real Madrid communicators use marketing strategies and tactics in order to build a sentimental connection and attractiveness. Consequently, the club is recognizable not only because of its functional benefits like sports achievements, placing, results and tense matches, but also for the above-mentioned emotional component. Indeed, the emotional component consists of elements such as sports stars, organized events, paid partnerships and strategic communication. Naturally, income and profits are very important to the club’s managers, but in modern times their attention has also shifted towards marketing activities that raise the prestige and reputation of Real Madrid in addition to generating profits. The brand management of a sports club involves encouraging interactions with consumers, evoking emotions and enabling audience engagement, which leads to the strengthening of key brand values – quality, loyalty, awareness and association.

• Keywords: brend; Real Madrid; nogomet; sportski klubovi; marketing; online komunikacija; Facebook; brand equity
• Keywords (english): brand; Real Madrid; football; sports clubs; marketing; online communication; Facebook; brand equity
• Language: croatian
• URN:NBN: urn:nbn:hr:114:914745
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-11-21 11:03:50