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Full-Text Articles in Sports Management
Marketing Pastimes: Comparing The Brand Strengths Of Real Madrid & The New York Yankees, Colin Wilson Powers
Marketing Pastimes: Comparing The Brand Strengths Of Real Madrid & The New York Yankees, Colin Wilson Powers
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In March of 2012, Forbes Magazine ranked the most valuable brands in all of sports. Trailing only Manchester United’s $2.235 billion valuation, the next most valuable franchises are Spain’s Real Madrid of La Liga BBVA, and Major League Baseball’s New York Yankees. As the two of the three most dominant brands in all of sports, Real Madrid and the New York Yankees are frequently mentioned in the same context as one another, but rarely discussed through more extensive market research comparing their brand management strategies. By utilizing Kevin Keller’s acclaimed Customer-Based Brand Equity model, the relative strength of the brands …