出版社：Faculty of Communications of the Pontificia Universidad Católica de Chile
摘要：The context of general crisis and the critical economic situation in the field of professional football in Spain have led to search for new fundraising models. It is within this framework that the process of branding made by different LFP (Liga de Fútbol Profesional / Professional Football League) clubs must be analyzed. A strategically planned and consistently managed brand, based on a thorough investigation of the market where it operates, and aimed at the engagement of its targeted audience, becomes a recognized, differentiated and well-positioned element that offers added value to the industry. The audience’s perception regarding teams and clubs creates a certain image that may lead to new funding and business opportunities within the market.
关键词：brand image, branding, positioning, brand value, soccer industry, Spain;imagen de marca, branding, posicionamiento, valor de marca, industria del fútbol, España
