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From its beginnings in 1902 the Spanish soccer club Real Madrid CF has set the standards of a championship soccer organization Bernabeu Real Madrid CF appointed president 1943 created the strongest brand in soccer synonym of prestige and champions wining 6 European Cups During his tenure he focused on creating Spains largest coliseum with a capacity of 75000 coined best in Europe by the international press and acquiring the best soccer talent at any cost Bernabeu aimed to build the most powerful team possible at any cost in search of challenges beyond Spain Soon after his death in 1978 the club declined for nearly two decades on the field and financially Through the 1990s under president Lorenzo Sans Real Madrid CF underwent major financial restructuring The organization constantly sold players and crucial core operating assets such as stadium rights and media rights to cover operating losses and minimize its significant debt Given these radical transformations Real Madrid CF started rising to its prominent status once again by winning a seventh European Cup in 1998 In 2000 Florentino Perez defeated Sanz for the club presidency and promised to deliver superstar players in addition to restoring the club finances and profitability With Perez arrival he noted that the clubs operations and marketing approach did not match its reputation in sports Perez set out to revolutionize Real Madrid CF into a professional organization redefining Real Madrids objective The organization began to think of themselves as content providers As content providers their vision was established and all their effort were aimed into achieving their goal global dissemination of Real Madrid CF contentbrand worlds best soccer club and make it profiable In order to strengthen its brand Real Madrid CF managers identified four value drivers 1 size of the audience 2 frequency audience engaged with the brand 3 socio-demographic characteristics of the audience and 4 bridges that could link the brand and the audience With these drivers recognized
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