Economic and Psychological Aspects of Importance of Real Madrid Brand in Marketing Communication

Daniela Petríková, Tatiana Soroková


This article discusses the importance of brands in marketing communications. Our objective is aimed to provide a perspective on the mark in terms of psychological and economic determinants of the success of the company in the market. Through the company Brand Finance data show the value of the world's 10 most valuable brands, compared to 2013 and 2014 year as the net present value of expected cash flows corresponding label. The article also presents the top 10 most valuable football clubs and more detailed analyzes chosen brand of football club Real Madrid and the organization that owns it. From several points of view we discuss the dynamics of the development of the brand, its financial value, logo, personality, colors, slogan, jingle and expansion in the market. We present a brief historical overview, current status, while most interesting element linked to the expansion of the brand across continents, to the Arab world, which is associated with the treatment team logo reflecting the cultural and religious traditions. Article presents a synthesis of psychological aspects and economic indicators at the level of analysis of the financial health of the organization, distribution of income, turnover, debt, team building and success in the global market.

DOI: 10.5901/mjss.2015.v6n3p504

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This work is licensed under Creative Commons Attribution 3.0 License.

Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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