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A p oposed model o measu ing he
b and equi y in spo s o ganiza ions
Ángel F. Villa ejo-Ramos, Ph. D.
Félix A. Ma ín-Velicia, Ph. D.
Dp . o Business Adminis a ion and Ma ke ing
Uni e si y o Se ille
Abs ac
Today, he companies, usually, conside he p esence o he in angible
asse s, specially he b and, in he s a egic plans o he o ganiza ions. So
much he scien i ic communi y o ma ke ing, as he manage ial wo ld hey
deal ha managing he b and and o know i s alue is a p io ma e in
al a s o managing o di e en ia e he p oduc s and o each a compe i i-
e ad an age. In he wo ld o he spo , in which inc easingly he econo-
mic in e es s p e ail o e o he in e es s o emo ional ype, i seems o be
una oidable o con on he s udy o he managemen o he b and equi y
o spo s en i ies and clubs. They a e o ganiza ions ha y o compe e on
a ma ke inc easingly compe i i ely and luc a i ely, and ha o i mus
y o manage and o adminis e i s esou ces e icien ly. And one o hese
esou ces i cons i u es he b and, he name o he spo s en i y.
In his pape , a e app oaching he knowledge o he concep b and
equi y and i s componen s, gi ing a pa icula ision o he impo ance
ha has he b and equi y in spo s o ganiza ions and p oposing a model
who helps he spo s agen o unde s and and up o aluing he b and o
he en i y ha i manages.
Keywo ds: B and equi y, measu emen model, spo o ganiza ions, spo
cus ome equi y.
JEL Code: M31, M30, L83.
Villa ejo-Ramos, Ángel F. y Ma ín-Velicia, Félix A. (2007). ”A p oposed model o measu ing he b and equi y in
spo s o ganiza ions”. EsicMa ke , 123, pp. 63-83.
may · augus 2007 · esic ma ke
a p oposed model o measu ing he b and equi y in spo s
o ganiza ions
1. In oduc ion
Nowadays, conside ing he p esence o in angible asse s and especially he
b and in he s a egic plans o o ganiza ions is no as unusual as i was a
ew yea s ago. The scien i ic communi y in he discipline o ma ke ing and
he en e p ising wo ld unde s and ha managing he b and and knowing
i s alue is a high-p io i y ma e in e ms o eaching a compe i i e ad an-
age.
In he wo ld o spo , in which economic in e es s commonly p e ail
o e o he in e es s o an emo ional ype, con on ing he s udy o b and
equi y managemen in spo s o ganiza ions seems ine i able. These, a e
all, a e o ganiza ions ha y o compe e in an inc easingly luc a i e ma -
ke , and o ha eason, hey mus y o manage and adminis e hei
esou ces in he mos e icien way. One o hose esou ces cons i u es he
b and, he name o emblem o he spo o ganiza ion.
A e app oaching and unde s anding he concep o b and equi y and
i s componen s, we will y o gi e a pa icula ision o he impo ance o
he b and in spo s o ganiza ions, and o p opose a model ha helps he
spo s manage o include, unde s and, and alue he b and o he o ga-
niza ion ha he/she manages.
2. B and equi y in spo o ganiza ions
Since he b and de e mines he alue o a p oduc by i ue o i s name,
we can say ha in he spo indus y he name o he o ganiza ion o club
is cons i u ed by he dis inguishing b and o each, and his a ibu es a g e-
a e o smalle alue by i ue o he di e en ial e ec ha i s name cau-
ses in public opinion. We mus unde s and he b and equi y as a concep
c ea ed and main ained in he mind o he consume , and he e o e, o es i-
ma e i , i will be necessa y o know and o unde s and he pe cep ions o
he ma ke in ela ion o he b ands ha , in each case (leagues, cham-
pionships, ou namen s, e c.), y o compe e.
Recen s udies, p incipally No h Ame ican, show he impo ance o
he b and equi y o spo s o ganiza ions and conside i an excellen
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managemen ool. Ne e heless, ew s udies da e o quan i y he ex en o
which an o ganiza ion’s b and eaches in e ms o i s no o ie y and popu-
la i y. Li le da a exis s abou me chandise sales. Al hough he da a ound
was us wo hy and calculable, he eal sale o o icial me chandise cons-
i u es only a po ion o he ue b and equi y and in no case e lec s he
alue o he pu ely in angible componen s o he spo o ganiza ion’s
b and equi y.
2.1. Componen s o he b and equi y in spo o ganiza ions
Each o he elemen s composing he b and equi y enume a ed by Aake
(1991) ep esen s a alue ca ie o he p oduc ha se es o de e mine
he alua ion o a spo o ganiza ion’s b and in o de o conque , main-
ain, and c ea e ma ke ing loyal y among i s ans. I would no be possi-
ble o de e mine a b and’s alue wi hou analyzing all elemen s o which
i is composed: he pe cei ed quali y, loyal y owa ds he b and, ecogni-
ion o he name, and he images associa ed wi h he b and.
The pe cei ed quali y, unde s ood as he consume ’s subjec i e judg-
men o he excellence o supe io i y o a p oduc (Zei haml, 1988),
allows us o unde s and he impo ance o a consume ’s expe ience. The
pe cep ion o high quali y in a p oduc depends on en i onmen al ac o s
ha su ound he pu chasing si ua ion o he usage i sel . One o hese
aspec s o he consume is he b and o a p oduc as he one ha iden i-
ies and dis inguishes he pu chasing si ua ion and gua an ees he main e-
nance o he li ed expe ience.
In he spo s wo ld, he pe cei ed quali y is ela ed o he success o he
eam–i s wins and losses. Pe cei ed quali y o expe ience, de eloped by he
consume (Fa quha , 1989; Rao and Rueke , 1994), links a sa is ac o y
expe ience o he ac o imp o e o weaken a p oduc ’s quali y. Successi-
e ic o ies will in o m a pe cep ion o high quali y. On he o he hand, as
Milne and McDonald (1999) indica e, a eam ha only wins in one sea-
son will be pe cei ed o lowe quali y han eams wi h consis en winning
eco ds.
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a p oposed model o measu ing he b and equi y in spo s
o ganiza ions
In addi ion o his expe ience, we indica ed ha en i onmen al ac o s
condi ion he pe cep ion. The epu a ion o a b and name iden i ying he
p oduc (Zei haml, 1988) ansla es in o he epu a ion o winning eams
ha en e any compe i ion as he a ou i es/p ojec ed winne s. In ou
coun y, who da es o p edic winne s o he han Real Mad id o F.C. Ba -
celona a he beginning o socce championships?
When speaking o loyal y owa ds he b and, Aake (1991) conside s
ha he ideli y is loca ed in he base o main ain sa is ied, s able cus o-
me s, gua an eeing he pe manence o he company and he high alue o
i s b and e sus he compe i ion. In he case o spo s, pu chasing beha-
iou s a e a ec ed by he in angible a ibu es o a p oduc -b and e sus
objec i e cha ac e is ics and p ice le els mo e a ac i e (nobody pu cha-
ses he season icke s o he i al eam jus because hey cos less). The
b ands each a high alue by main aining a high deg ee o loyal y om
hei consume s.
Some de ini ions o loyal y owa ds he b and (Ale i Vilaginés, 1994;
Oli e , 1997) a e cen ed in he idea o he link ha joining he consu-
me wi h he p oduc , measu ing he p obabili y o he consume being
a ac ed by he comme cial e o s o he compe i o . This idea ela es o
he concep s o ideli y and b and equi y because loyal consume gene-
ally o e s mo e a ou able answe s owa ds he p oduc -b and, cons i-
u ing a gua an ee and gi ing g ea e manoeu abili y o he ma k.
Loyal y o he eams is ele a ed by he s ong links ha join hem, which
allows an inc eased alue in he spo o ganiza ion’s b and and accu a e
es ima ions abou he sales le els ha hey will each in each spo ing
e en .
The no o ie y o he b and is a consume ’s capaci y o ecognize and/o
o emembe he name o he b and. Aake (1991) speaks o he p esence
o he name in he consume ’s memo y, which se es o ecognize and o
iden i y he b and unde di e en condi ions. I is he e o e, he g ea e o
smalle p obabili y ha has a b and name o accede o he hough o a
consume .
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When he access o he mind o he clien is easy and immedia e, i
demons a es ha he b and eaches high ecogni ion le els, and ha i
can he e o e be conside ed wi h a high le el o no o ie y. This se es o
consume s o conside in hei selec ion he b ands ha a i e a hei
mind wi h li le o no e o . The e o e, he well-known b ands suppose a
compe i i e ad an age in consume ’s selec ion.
In he spo wo ld he e a e eams owa d which he consume s eel a
g ea e amilia i y, and hese no mally a e he mo e known eams ha
ake ad an age o his gene al knowledge and o e spec acles o he mass
media. In ou coun y, eams ha ob ain signi ican spo success a e less
ecognized because o a lack o b and no o ie y. Who emembe s socce
eams like R.C.D. Español o Villa eal, F.C. in spi e o hei le el o play
and me i las season?
The b and associa ions ha cons i u e he image con ibu e in he deci-
sion-making p ocess o he consume , sea ing he bases o he di e en ia-
ion, he ex ension o he name and acili a ing a eason o buy (Aake ,
1992). I in addi ion hese associa ions in e ac and hey a e connec ed o
each o he , hey a e o ming in he mind o he consume a amewo k o
sensa ions and ac s ha consolida e hei image and indi ec ly inc ease
he no o ie y o he b and (Yoo, Don hu and Lee, 2000).
The associa ions each a highe deg ee and hei powe o in luence he
decision is g ea e when hey a e based on p e ious sa is ac o y expe ien-
ces ha compose he image ansmi ed by he b and. This can be omen-
ed by e o s in comme cial communica ion by he company. Upon ob ai-
ning an image o a consis en , cohe en and solid b and, he company can
exe cise a ce ain compe i i e ad an age o e he o he b ands o he ma -
ke .
Fo he spo s o ganiza ions, he associa ions a e sus ained in symbo-
lic a ibu es (colou s) and expe iences li ed a he ime o going o he
spec acle (a mosphe e in he sea s), which mus se e he manage s o
know and o unde s and he a ibu es ha de ine and di e en ia e hei
b and.
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a p oposed model o measu ing he b and equi y in spo s
o ganiza ions
3. Model o measu emen o he b and equi y
in spo o ganiza ions
Based on he concep ual model ha ecognizes he mul idimensional cha-
ac e o he b and equi y, we will a emp a his poin o iden i y he di e-
en an eceden s ha a ec he b and equi y o spo o ganiza ions and sug-
ges he consequences o inc easing he alue whe e hese o ganiza ions ac .
The p oposal o Gladden, Milne and Su on (1998) will se e as a guide
o he elabo a ion o ou model ha ies o es ablish he in luence o h ee
g oups o speci ic an eceden s o he spo s o ganiza ions on he compo-
nen s o he b and equi y. These ha e posi i e consequences on he ma ke
ha will a ec a eedback p ocess o he indica ed an eceden s (Figu e 1).
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Sou ce: Adap ed o Gladden, Milne and Su on (1998)
Team an eceden s
Sucess
T aine
S a playe
Company an eceden s
Repu a ion and
adi ion
A mosphe e/show
League
Ma ke an eceden s
Co e age
Geog aphic loca ion
Compe ence
Fans
BRAND EQUITY
Quali y pe cei ed
B and awa eness
B and loyal y
B and image
BENEFITS
TV b oadcas ings
P oduc
sales/Me chandising
Sponso ship
En i onmen
Ticke sales/Subsc ibe s
Ma ke
pe cep ion
Figu e 1. Model o he b and equi y in spo o ganiza ions
a p oposed model o measu ing he b and equi y in spo s
o ganiza ions
may · augus 2007 · esic ma ke
As he a o esaid au ho s indica e, he ela ion be ween he bene i s o
he b and equi y and i s componen s is o special impo ance o he b and
managemen o spo s o ganiza ions. I speci ies a sys em in which he
consequences o he b and equi y o m a pe cep ion o he p oduc . In his
case, he b and o he spo s o ganiza ion emains e lec ed in he mind o
he consume and he e o e cons i u es he ma ke ’s pe cep ion o he
name o he o ganiza ion. This pe cep ion is he esul o he an eceden s,
hose ela ed o he eam, he o ganiza ion o he ma ke , and he ou
componen s o he b and equi y as well as he bene i s de i ed om i .
Because his is o in angible and imma e ial cha ac e , he ma ke ’s expe-
ience wi h he spo s o ganiza ion c ea es a pe cep ion associa ed wi h
he ma k o a eam.
The model has a cyclical cha ac e since, al hough in p inciple he an e-
ceden s a e unde s ood like he ma ke ing e o o he spo s o ganiza-
ion, hose ha con ibu e o c ea e b and equi y when a ec ing on hei
componen s, he bene i s de i ed om he managemen o m a pe cep ion
in he ma ke ha se es o inc ease o o diminish he o ganiza ion’s
b and equi y.
I is now he momen o knowing wi h some hing mo e de ails abou
he di e en an eceden s ha a ec he b and equi y’s componen s and
how his one supposes a se ies o consequences o he inal pe cep ion o
he spo o ganiza ion’s b and in he ma ke .
3.1. Team an eceden s
Fo he spo o ganiza ion and he managemen o he b and equi y he e
is no hing like he success o he eam: o ob ain i les, championships, o
win, o con ibu e o he o ma ion o mo e ele a ed b and equi y. The
pe cei ed quali y o he eam is imp o ed when: he spo successes a i-
e, he no o ie y eached by means o he suppo o mass media inc ea-
ses, he le els o loyal y o he ans imp o e when he eam p o ides
“joys” o i s ans, and he image o a winning b and is associa ed o he
success and he a i ude o he public is also seen imp o ed.
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a p oposed model o measu ing he b and equi y in spo s
o ganiza ions
A high b and equi y caused by he spo success supposes inc ease in
he sale o en ances o he ma ches, inc eases he numbe o subsc ibe s,
he p oduc sales unde he s anda d o he o ganiza ion, he possibili ies
o ob aining sponso ship a e seen excessi ely inc eased, he co e o mass
media is inc eased and imp o e he income de i ed by he s a ic publici y
o he s adiums.
Al hough he success usually comes endo sed by he p esen spo
iumphs, he c ea ed expec a ions and his o y can c ea e b ands conside-
ed success ul. The le el eached abou he b and equi y o a adi ionally
winning eam usually is no seen de e io a ed by a medioc e campaign,
and he his o ical esul s and he expec a ions o su pass he speed bump,
suppose o he an and he public in gene al, enough easons o do no
diminish he pe cei ed o b and equi y.
The second o he an eceden s ela ed o he eam cons i u es he igu-
e o he esponsible aine o guide he spo aims o he o ganiza ion. A
aine ecognized, espec ed and gua an eed by success in p e ious sea-
sons supposes o he spo o ganiza ion an inc ease in he pe cei ed
b and equi y. This alue is inc eased by he public co e gi en by mass
media when he hi ing o he aine is ma e ialized and c ea es in he ans
high expec a ions o achie e spo success.
The ma ke o he echnical people in cha ge expe iences in he da es
p e ious o he celeb a ion o he championship a special boiling ha in
each case comes endo sed by he eam’s success achie ed by he eam ha
each aine di ec ed in p e ious seasons. The no o ie y o he eam ha
manages o con ac he bes , honou ed aine s i seen inc eased by he
space ha he o ganiza ion ob ains in mass media in he days o p e-sea-
son. In hese cases, he own image o he aine pe soni ies he image o
he eam and i ansmi s o he b and name o he spo o ganiza ion he
associa ions linked o he aine ’s name. In ou coun y and o he case
o p o essional socce , he con inui y examples ha we e gi en in he sea-
son 2001/02 wo g ea spo o ganiza ions’ b ands, like hose o Real
Mad id and F.C. Ba celona, ewa d ex-playe s wi h aine posi ions, and
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his ansmi s an image o con inui y and con idence in he house’s p o-
duc s.
The hi d o he an eceden s ela ed o he eam is cons i u ed by he
p esence o s a playe s who a i e a he eam su ounded by a s ong
ne wo k, gua an eeing he na ional and in e na ional co e o he ac and
esul s in an inc ease o he spo o ganiza ion’s b and equi y. I some hing
excelled in he p e-season o oo ball 2001/02 in Spain a a mass media
le el, i was he signing o he F ench playe Zidane by Real Mad id. The
s o y ecei ed so much co e age in summe ha he spo newspape lea-
de in ou coun y, placed in i s co e he day o beginning o he league,
an imp essi e holde like his: “We p omise no o speak all he ime abou
Zidane”.
I is undeniable ha he successes achie ed by a spo sman and ha
gua an ee hei ace a e used by he o ganiza ion’s b and manage s o
in luence he c ea ed a mosphe e and sense o expec ancy o he season
ha begin and o his eason o see inc eased he o igina ing income o
he sales en ances, seasonal icke s and p oduc s unde he emblem o he
b and and he igu e o he s a playe con ac ed. The yield eached abou
he sold p oduc s ela ed o he igu e o he playe Ronaldo, las d a ee
o Real Mad id in he beginning o he season, ha dly could be imp o ed
by he spo yield o he B azilian playe .
3.2. O ganiza ional an eceden s
No only he spo success he eam a ec s he o ma ion o he alue o
a spo o ganiza ion’s b and, bu o he ac i i ies o he o ganiza ions ela-
ed o he managemen and adminis a ion o he o ganiza ion can
in luence he pe cep ion o quali y o a b and, he deg ee o ecogni ion o
hei name, he le el o loyal y shown by he ans and he se o a ou a-
ble associa ions linked o he name o he eam.
Be ween hese an eceden s ela ed o he o ganiza ion we emphasized
a he i s place he epu a ion and he adi ion o he club ha manages
he o ganiza ion’s b and name. A solid epu a ion in he managemen and
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o ganiza ions
ough compe i o s in he equipmen ma ke ha wan o iden i y i sel
wi h wo g ea b ands o spo o ganiza ions in ou coun y, in a clea
a emp o ein o ce i s posi ioning e sus he compe i o .
Fo he spo o ganiza ion hese ex ao dina y income suppose he
possibili y o imp o ing he spo yield acceding o he ma ke o d a e-
es o planning he in e io ca ego ies, which in he end supposes o he
o ganiza ion o inc ease he quali y pe cep ion which supposes he inc e-
ase o he b and equi y by his way o eedback. On he o he hand, he
ac ha companies o ecognized p es ige, wi h b ands highly alued in
he ma ke , be economically o he eams se es o ansmi he ied
associa ions o i s b and owa ds he spo o ganiza ion, wi h which he
image o b and o his one is imp o ed and wi h i , inc eased he b and
equi y.
The ou h o he bene i s ha ob ains he spo o ganiza ion’s b and
hanks o i s high alue is he c ea ion o a a ou able a mosphe e o he
expe ience ha he an li es when i goes o see he ma ch o i s eam. A
eam ha ob ains spo esul s, ained by a cha isma ic aine , wi h an
un i ing and loyal an, supposes o he an an a ac i e spec acle ha will
wan o epea in o he occasions since he c ea ed expec a ions a e highly
posi i e.
On he o he hand, o main ain he ans highly pa icipa i e ha i p o-
ides a mosphe e and sense o expec ancy be o e he ma ches, supposes
o he eam o ob ain no o ie y in mass media, a ac i eness o he
ad e ise s and p omo e he sales o p oduc s unde he emblem o he
o ganiza ion. O his o m, he pe cep ion o he ma ke o he spo club’s
b and will be being e y a ou able and he b and equi y pe cei ed by he
consume s will be eedback.
The las one o he bene i s ha he spo o ganiza ion ob ains o
manage a b and o high alue is he inc ease in he sales o en ances. A
b and o high alue based on he spo success and he high expec a ions
c ea ed in an eno mously loyal an, a eliable aine and he p esence o
some playe s a s, can gua an ee he inc ease in he a endance o he ma -
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ches. The b ands highly alued he e o e, suppose o he o ganiza ion he
gua an ee o ob ain high income by he sale o en ances o he ma ches
and seasonal icke s.
Spo o ganiza ions ha adi ionally manage b ands o high alue,
and whose social mass p ac ically gua an ees he sale o he sea s o i s
spo acili ies, use he inc ease in he b and equi y o inc ease he numbe
o p i ileged sea s ( hea e boxes, VIPS zones, e c.) ha is why he income
a e inc eased wi hou inc easing he sea s.
The g ea e a endance o he ma ches p o ides he c ea ion o a be e
a mosphe e, caused by he o ganized ac i i ies and he en husiasm o he
ans, eason why he b and equi y i will be being cyclically inc eased
when a ec ing one o he an eceden s o he b and equi y ela i e o he
o ganiza ion as i is he en e ainmen plan.
4. Final conside a ions
We ha e seen he impo ance ha has o he companies o ha e s ong
b ands, o high alue, ha allows hem o di e en ia e hei supply and o
ope a e a compe i i e ad an age. In he spo s wo ld, he people in cha -
ge o he spo o ganiza ions need o know b and equi y, and ha is why
hey can de elop he model o measu emen o he b and equi y in spo
o ganiza ions ha we ha e exposed p e iously.
In his model i ha e been desc ibed, no only he componen s o he
b and equi y like dimensions o he concep , bu has se ou he di e en
an eceden s ha we conside ed a ec in a ou able way o he con o ma-
ion o he b and equi y in spo o ganiza ion. We ha e indica ed h ee
g oups o an eceden s, ela ed o he eam, he o ganiza ion and he ma -
ke ha se e o inc ease in each case he pe cep ion o quali y o he o ga-
niza ion b and, he deg ee o loyal y o hei ans, he no o ie y eached
abou he name o he eam and he image o ied b and o he spo o ga-
niza ion.
The managemen o he b and equi y implies in he p oposed model,
he conside a ion o a se ies o bene icial consequences o he o ganiza-
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a p oposed model o measu ing he b and equi y in spo s
o ganiza ions
ion ha inds in he high b and equi y a highe possibili y o ob aining
co e in mass media, ac i i ies o me chandising, sponso ship, a mosphe-
e in he spo e en s and sales o en ances o he ma ches. The model
displays a cyclical cha ac e ha is o eno mous in e es o he spo
manage s, since hey disco e ha as a esul o he b and equi y, he pe -
cep ion ha ob ains he spo o ganiza ion in he ma ke , se es o eed-
back he di e en an eceden s o he b and equi y, ob aining a he same
ime he capaci y o imp o emen as well, he le el o each one o i s com-
ponen s.
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