英国曼联足球俱乐部全球品牌的成功要素

Successful Elements of Global Brand Management of Manchester United Football Club

通过国外文献资料调研,对英国曼联足球俱乐部品牌运营的策略进行研究。主要结论: 英国曼联足球俱乐部作为深受球迷爱戴的全球品牌,其品牌获得成功主要依靠良好的战绩、精 细的管理、卓越的经营业绩、周到细致的服务、持续不断的创新、良好的企业形象、密切的客户关 系和成功的品牌传播。

This paper studies the strategy of brand management of Manchester United football club through using literature investigation. The result shows that Manchester United football club as a global respective brand mainly depends on sustained successful teamwork, fine management, outstanding running achievement, good service, continued innovation, excellent enterprise image,close relation with customer and successful brand promotion.