How Real Madrid increases love for its brand: the importance of interactive communication

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

A firm’s brand is widely acknowledged as being one of its most critical assets. Considerable emphasis on effective brand management must therefore be a top priority for company leaders. Securing a competitive edge becomes much likelier when the brand is strong. Brands play a major role in raising an organization’s profile and helping to engage customers. People form associations about a brand that serve to influence their purchase decisions. Research has shown how such positive attitudes often result in consumers demonstrating loyalty towards the brand in question.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2016), "How Real Madrid increases love for its brand: the importance of interactive communication", Strategic Direction, Vol. 32 No. 11, pp. 4-6. https://doi.org/10.1108/SD-08-2016-0121