Publication: La construcción del valor de marca: análisis de Real Madrid como "world-class brand"
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2018-05-22
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Universidad Complutense de Madrid
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Abstract
La presente tesis estudia la marca corporativa Real Madrid, su globalización y el valor añadido de naturaleza emocional subyacente, partiendo desde la evolución de una estrategia de marca producto hacia otra de marca corporativa. El marco teórico y su aplicación al caso de estudio se realiza a partir de la revisión bibliográfica, mientras que los resultados de la investigación se han generado a partir de un estudio cualitativo basado en entrevistas en profundidad, analizadas a partir de los ejes discursivos. En el caso de la marca corporativa Real Madrid, el proceso de globalización llevado a cabo con anterioridad a otros clubes de fútbol ha sido determinante para refrendar el éxito de su producto (victorias deportivas) y sus valores corporativos, lo que ha favorecido su proceso de transformación en una marca corporativa y ha nutrido las variables que integran su valor de marca.
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.
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.
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad I, leída el 17-02-2017