Manchester united brand vision Essay Example | Topics and Well Written Essays - 750 words

Manchester united brand vision - Essay Example These numbers have become major attractions to the sponsors of the club including AIG, Nike, Chevrolet, Vodafone and so on. A brand represents product development and history (Kotler , Armstrong and Wong, 2008). However, the owner and managers have the power to maintain a brand. Manchester United has a long history of attractive victory matches. The club has owned 19 league titles and over 20 other champions. To retain their position, it has to continue playing high level over a long period. Moreover, the club was established over 100 years ago, thereby gaining global fan bases. Therefore, the fans tend to tie their love for the club by purchasing Manchester United costumes, equipment and other accessories. This makes Manchester United as an attractive proposition in the international marketplace. Sponsorship allows inclusion of the company brand logo on the Manchester United playing kit, the right to use the club logo in promotions and advertisements at the Manchester United games (Beech and Chadwick , 2007). It also allows the sponsors to feature in the Manchester United marketing materials such as magazine, internet and program matches. The association with the club will play a significant role to the sponsor brand. These benefits include promoting and enhancing the sponsor brand, there retaining and attracting new customers. The fans and the supporter of Manchester United are the core attribute of its brand. This is an added advantage to the brand over other football clubs because it is regarded as an emotional bond. As a result, Manchester United brand is growing faster than other sport brands. It is growing faster and further beyond other traditional sport brands worldwide. Research indicates that the club customer database is over 10 million and, it is forecasted to continue growing (Lagae, 2005). Manchester United is referred to as a distributor brand due to its characteristics and attributes. It has sponsors from various