The brand in the clubs of La Liga

valuation in the 2017-18 season

Abstract

Through this research work we seek to know the reality of the professional football clubs in Spain part of La Liga during the 2017/2018 season, considering their strategic dimension as hey have become commercial brands through an integrated management process. As brands within the entertainment sector, more specifically in the professional sports industry, this type of organizations depend on the professionalization of their branding, marketing, management and communication activities to gain added value, increase sales, generate new ways of financing, improve their reputation and position on the market, differentiate from competitors, generate a powerful engagement among their audiences, expand their market by reaching internationalization and, ultimately, use the brand to increase their revenues while strengthening a positive, coherent, consistent and global image. It is equally important to know how clubs deal with the specific weight of the discipline and professionalization of their strategic brand management processes, as well as the processing of results, skills in research and data processing, and actions to implement the strategy in order to generate, over time, a successful brand in all areas.