FC BARCELONA Study of awareness and global perception of the Barça brand. November 2017
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1 FC BARCELONA Study of awareness and global perception of the Barça brand November 2017
2 STRATEGIC PLAN TO BE MOST ADMIRED, LOVED AND GLOBAL BRAND IN THE WORLD OF SPORT
3 BARÇA BRAND STUDY OBJECTIVES Level of awareness. Level of emotional connection. Attributes and values of the brand. Positional map vs. other brands. What we represent/are. Identify those aware of the brand. Level of awareness of projects: Foundation, la Masia, BIHUB
4 WHO ARE? KantarMillwardBrown are leaders in strategic analysis of brands and communication. More than 19,000 studies of Brand Equity carried out. Helping 90% of leading global brands. Belong to WPP group, specialists in advertising, media planning, PR, Brand identity, promotion and related marketing and consulting.
5 METHODOLOGY SAMPLE PROFILE Adults interesed in sport (16 years and over) Additonal group years of age, reduced questionnaire. PERIOD September interviews 10 strategic markets 1. Catalonia 2. Spain 3. USA 4. China 5. Turkey 6. Brazil 7. Mexico 8. India 9. Japan 10. Indonesia
6 METHODOLOGY Comparison with football and other leading sporting clubs in the world FC Barcelona Real Madrid Manchester United FC Bayern Munich AC Milan Juventus Chelsea FC Manchester City PSG Los Angeles Lakers Golden State Warriors Cleveland Cavaliers Chicago Bulls Boston Celtics Dallas Cowboys New York Yankees New England Patriots Boston Red Sox New York Giants All Blacks
7 METHODOLOGY Comparison with global brands
8 MAIN RESULTS
9 LEVEL OF AWARENESS AND CURRENT FOLLOWING OF BARÇA % TOTAL TARGET RANKING SPORTS TEAMS SUGGESTED AWARENESS % CURRENT FOLLOWING % RATIO: AWARNESS VS FOLLOWING % SUGGESTED AWARENESS CURRENT FOLLOWING SPAIN CATALONIA USA CHINA BRAZIL MEXICO JAPAN INDONESIA TURKEY INDIA Source: Kantar Millwardbrown
10 AWARENESS AND SUGGESTED FOLLOWING 80 CATALONIA 60 TURKEY BRAZIL Curent following 40 CHINA INDIA INDONESIA MEXICO SPAIN 20 USA Source: Kantar Millwardbrown 40 JAPAN Total awareness
11 US Curent following Equips de futbol Altres equips esportius 5 Source: Kantar Millwardbrown Total awareness
12 UNITED STATES: HISPANIC MARKET Curent following Football teams Other sporting teams Source: Kantar Millwardbrown Total awareness
13 CHINA Curent following 15 Football teams Other sporting teams Source: Kantar Millwardbrown Total awareness
14 RANKING OF CURRENT FOLLOWING VS FOOTBALL CLUBS FIRST POSITION SECOND POSITION USA Brazil Turkey Indonesia India China Japan Mexico Catalonia Spain Source: Kantar Millwardbrown
15 PERFIL DE LOS FANS DEL BARÇA EN % SPAIN CATALONIA USA CHINA BRAZIL MEXICO JAPAN INDONESIA TURKEY INDIA Adult male / boy Adult female / girl Under 15 years to 35 years to 50 years to 65 years Source: Kantar Millwardbrown
16 YOUNG TARGET (10-15 YEARS) TOTAL PREFERENCE RANKING VS. FOOTBALL CLUBS SPAIN 57% 2 CATALONIA 84% 1 USA 22% 1 CHINA 48% 1 BRAZIL 78% 1 MEXICO 73% 1 JAPAN 44% 1 INDONESIA 50% 2 TURKEY 67% 1 INDIA 56% 2 Source: Kantar Millwardbrown
17 THE BARÇA STYLE AND PLAYERS ARE THE MAIN REASON FOR FOLLOWING BARÇA
18 WE HAVE A COHERENT AND TRANVERSAL IMAGE In the different markets we stand out for, WE HAVE THE BEST PLAYERS IN THE WORLD WE ARE MORE THAN A CLUB WE HAVE OUR OWN STYLE OF PLAY BRAND LEADER WE ARE A BRAND YOU LIKE TO SEE WE ARE LOOKING FOR EXCELLENCE ADMIRED WINNING BRAND CHARISMATIC
19 BARÇA IS LOVED EVERYWHERE SPAIN CATALONIA USA CHINA BRAZIL MEXICO JAPAN INDONESIA TURKEY INDIA Love for the brand Source: Kantar Millwardbrown
20 AWAREMESS OF THE IDENTIFYING ELEMENTS OF BARÇA IDENTIFICATION AWARENESS BARÇA FC BARCELONA ANTHEM ELEMENTS PLAYERS CAMP NOU SPAIN CATALONIA USA CHINA BRAZIL MEXICO JAPAN INDONESIA TURKEY INDIA Source: Kantar Millwardbrown
21 BARÇA AWARENESS VS GLOBAL BRANDS SUGGESTED AWARENESS BARÇA RANKING VS GLOBAL BRANDS SPAIN 96 1 CATALONIA 98 1 USA CHINA BRAZIL 93 1 MEXICO 88 4 JAPAN INDONESIA 86 1 TURKEY 90 1 INDIA Source: Kantar Millwardbrown
22 LEVEL OF AWARENESS OF STRATEGIC PROJECTS FIRST LEVEL SECOND LEVEL LA MASIA BARÇA ESCOLA BARÇA INNOVATION HUB BARÇA FOUNDATION BARÇA WOMEN ESPAI BARÇA
23 NEW BRAND ARCHITECTURE
24 BRAND ARCHITECTURE WE HAVE 2 WAYS OF EXPRESSING BRAND FC BARCELONA BARÇA
25 Institutional brand FC BARCELONA Area INSTITUTIONAL PROFESSIONAL FOOTBALL AND YOUTH FOOTBALL SERVICES TO MEMBERS, SUPPORTERS CLUBS AND FANS PROFESSIONAL SPORTS AMATEUR SPORTS AWARENESS ENTERTAINMENT/ COMMERCIAL SOCIAL CHANGE Brand expression Sub-brands Extensions of the brand
26 Institutional brand FC BARCELONA Area INSTITUTIONAL PROFESSIONAL FOOTBALL AND YOUTH FOOTBALL SERVICES TO MEMBERS, SUPPORTERS CLUBS AND FANS Brand expression Sub-brands Extensions of the brand
27 Institutional brand FC BARCELONA Area PROFESSIONAL SPORTS AMATEUR SPORTS AWARENESS ENTERTAINMENT/ COMMERCIAL SOCIAL CHANGE Brand expression Sub-brands Extensions of the brand
28 FC BARCELONA
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