Brand Finance：2023年全球足球品牌价值50强年度报告（英文版）（90页）.pdf

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1、Football502023The annual report on the most valuable and strongest football brandsJune 2023Brand Finance Football 50 2Contents.2023 All rights reserved.Brand Finance Plc.Foreword3 David Haigh,Chairman,Brand FinanceExecutive Summary5Brand Value&Brand Strength Analysis6Regional Analysis17Football Sust

2、ainability Index 33Sponsorship 38Brand Value Ranking(EURm)49Brand Value Ranking(USDm)50Brand Value Ranking(GBPm)51Brand Strength Index Ranking 52Brand Enterprise Value Ranking 53Brand Spotlights54Manchester City FC55AC Milan58LaLiga62 Interview with Oscar Mayo Pardo Executive Director,LaLigaMethodol

3、ogy67Sport Services 78Brand Finance Football 50 3David Haigh Chairman,Brand FinanceForeword.What is the purpose of a strong brand:to attract customers,to build loyalty,to motivate staff?All true,but for a commercial brand at least,the first answer must always be to make money.Huge investments are ma

4、de in the design,launch,and ongoing promotion of brands.Given their potential financial value,this makes sense.Unfortunately,most organisations fail to go beyond that,missing huge opportunities to effectively make use of what are often their most important assets.Monitoring of brand performance shou

5、ld be the next step,but is often sporadic.Where it does take place,it frequently lacks financial rigour and is heavily reliant on qualitative measures,poorly understood by non-marketers.As a result,marketing teams struggle to communicate the value of their work and boards then underestimate the sign

6、ificance of their brands to the business.Sceptical finance teams,unconvinced by what they perceive as marketing mumbo jumbo,may fail to agree necessary investments.What marketing spend there is,can end up poorly directed as marketers are left to operate with insufficient financial guidance or accoun