Department of Business and Management Chair of International Marketing THE EXPLOITATION OF BRAND EQUITY IN FOOTBALL CLUBS ACROSS COUNTRIES SUPERVISOR Prof. Michele Costabile CANDIDATE Stefano De Angelis Matr.667311 CO-SUPERVISOR Prof. Alberto Marcati ACCADEMIC YEAR2015/2016 Table of Contents Introduction ............................................................................................................................ 5 Chapter 1: Literature Review .................................................................................................. 8 1.1 Lovemark: The future Beyond Brand ............................................................................. 8 1.2 Brand Equity ................................................................................................................ 10 1.3 The Role of Brand Icons ............................................................................................... 11 1.4 Keller's Model .............................................................................................................. 13 1.5 Market Segmentation ................................................................................................. 15 1.6 UEFA Financial Fair Play ............................................................................................... 16 Chapter 2: Observational Analysis ........................................................................................ 20 2.1"The GloBal Game" ....................................................................................................... 20 2.2 FootBall vs. American Sports ....................................................................................... 24 2.3 Sources of Revenues ................................................................................................... 27 2.4 Implementation of Strategies ...................................................................................... 28 3 Research Model .................................................................................................................. 34 3.1 The English Premier League ........................................................................................ 35 3.1.1Manchester United ............................................................................................... 36 3.1.2 Manchester City ................................................................................................... 41 3.2 La Liga .......................................................................................................................... 47 3.2.1 Real Madrid .......................................................................................................... 49 3.2.2 FC Barcelona ........................................................................................................ 54 3.3 Italian Serie A .............................................................................................................. 60 3.3.1 F.C. Internazionale ............................................................................................... 62 3.3.2 A.S. Roma ............................................................................................................ 68 3.4 Lower Level CluBs ........................................................................................................ 73 3.4.1 The Chievo Verona's "Fairy Tale" ......................................................................... 73 4 Analysis of Results .............................................................................................................. 76 4.1 Indicators ..................................................................................................................... 76 4.2 Analysis of Strategies & Results ................................................................................... 79 5 Discussion & Conclusions ................................................................................................... 85 5.1 Overview of Dissertation ............................................................................................. 85 5.2 Marketing Implications ................................................................................................ 86 5.3 Limitations and Further Research ............................................................................... 87 References ............................................................................................................................. 88 Bibliography ...................................................................................................................... 88 Sitography ......................................................................................................................... 89 Appendix I ................................................................................................................................ I Appendix II ............................................................................................................................. IV Appendix III ............................................................................................................................ VI Figure 1- From "Lovemarks: the future Beyond Brands" By Kevin RoBerts. Saatchi & Saatchi 2004. ....................................................................................................................................... 9 Figure 2- From "Strategic Brand Management: Building, Measuring, and Managing Brand Equity" By Kevin Lane Keller. Pearson Education Limited, 2013. .......................................... 13 Figure 3- From "Professional FootBall Players' OBservatory", 2011. .................................... 21 Figura 4- From "Sport FootBall Money League". Deloitte UK 2016. ..................................... 23 Figura 5- From "Sport FootBall Money League". Deloitte UK 2016 ...................................... 29 Figure 6- From "Sport FootBall Money League". Deloitte UK 2016 ...................................... 34 Figure 7- From "Annual Review of FootBall Finance". Deloitte UK 2016. ............................. 35 Figure 8- From "Sport FootBall Money League". Deloitte UK 2016 ...................................... 37 Figure 9- From "Brand Equity in FootBall CluBs". By Stefano De Angelis. Google Survey 2017. ............................................................................................................................................... 38 Figure 10- From "Sport FootBall Money League". Deloitte UK 2016. ................................... 43 Figure 11- From "Brand Equity in FootBall CluBs". By Stefano De Angelis. Google Survey 2017. ..................................................................................................................................... 44 Figure 12- From "Premier League Table Last Five Seasons". Transferleague. 2015. ............. 46 Figure 13- From "Professional Football Finance Report". La Liga 2015. ............................... 48 Figure 14- From "Professional FootBall Finance Report". La Liga 2015. ............................... 49 Figure 15- From "Sport FootBall Money League". Deloitte UK 2016. ................................... 51 Figure 16- From "Brand Equity in FootBall CluBs". By Stefano De Angelis. Google Survey 2017. ..................................................................................................................................... 52 Figure 17- From "Sport FootBall Money League". Deloitte UK 2016. ................................... 56 Figure 18- From "Brand Equity in FootBall CluBs". By Stefano De Angelis. Google Survey 2017. ..................................................................................................................................... 57 Figure 19- From "The Income Statement of Italian FootBall". FIGC 2016. In collaboration with Deloitte. ......................................................................................................................... 60 Figure 20- From "The Income Statement of Italian FootBall". FIGC 2016. In collaboration with Deloitte. ......................................................................................................................... 61 Figure 21- From "Sport FootBall Money League". Deloitte UK 2016. ................................... 64 Figure 22- From "Brand Equity in FootBall CluBs". By Stefano De Angelis. Google Survey 2017. ..................................................................................................................................... 65 Figure 23- From "Sport FootBall Money League". Deloitte UK 2016. ................................... 70 Figure 24- From "Brand Equity in FootBall CluBs". By Stefano De Angelis. Google Survey 2017. ..................................................................................................................................... 71 Table 1- "European FootBall vs. NFL" Data collected from Deloitte and ForBes in 2014. ..... 25 Table 2- "European FootBall vs. NFL" Data collected from Deloitte and ForBes in 2014. ..... 27 Table 3- "Total Revenues over Fans". Data collected from Deloitte UK 2016. ...................... 76 Table 4- "Broadcasting over Fans". Data collected from Deloitte UK 2016. ......................... 77 Table 5- "Commercial over Fans". Data collected from Deloitte UK 2016. ........................... 78 Table 6- "Match-day over Attendance". Deloitte UK 2016. .................................................. 78 Introduction Sports are able to create an influence