Liverpool have the strongest footprint in the Premier League and the second strongest in the world, according to a new report
While 2022/23 has been a disappointing season for Liverpool, the club's brand power continues around the world.
Despite not having as much domestic success as Manchester City in recent years, Liverpool's title-laden history and more recent resurgence under manager Jurgen Klopp have ensured the club's popularity. worldwide continues to increase.
The Brand Finance Football 50 2023 report was released on Tuesday and details both the value and brand strength of the 50 biggest clubs in world football.
Liverpool's brand value is fifth in the table with £1.173 billion, topping the list is first-time Premier League champions Man City with £1.299 billion. But although the brand value is lower than that of Man City, Manchester United, Real Madrid and Barcelona, ??the brand power of the Red Devils ranks first in the Premier League and second behind Real Madrid in the world. Brand Finance determined the relative strength of brands through a balanced scorecard that measures marketing investment, stakeholder equity, and business performance. With these measures, Liverpool's brand strength reaches 93.3 out of 100 for an AAA+ rating. Only Real's brand strength is higher (94.8), with Barcelona, ??Man United and Man City making up the rest of the top five.
But how does brand strength exist and why is it such an important indicator for football clubs looking to grow their business?
Daniel Haddad, head of business strategy at global sports company Octagon, told ECHO's Bottom Line podcast:
“There is some momentum. First, we are seeing a period in the Premier League where they move away from other European leagues and have a ripple effect on that.
"Every big club in the Premier League has a competitive edge even against Real Madrid and Barcelona. Hopefully the big clubs will remember that it is collective strength that drives the Premier League and why. it's the same, it's not just about Liverpool, Manchester United and Manchester City, it's about collective agreement, team strength and the culture of English football.
"Participating in the Premier League gives you a platform to protect your brand because it's the most watched league in the world and it will continue to be. No scenario is predictable. when La Liga, Serie A or Bundesliga are starting to erode in this tournament." The voice of the Premier League at the international level. "There are so many different ways to create rankings around football clubs. One consistent metric they all come up with is viewership, globality and fan base. By the numbers given for the number of clubs by supporters, because the baseline is sometimes quite tenuous, and you look at it to a degree of comparison, Liverpool and Manchester United are still significantly superior. compared to all other Premier League clubs and in the business of Real Madrid and Barcelona you have four super brands of voice proportions in the world.
“What you've seen clubs outside of those four do is do different things to differentiate themselves and their brand. In the case of Manchester City, City Football Group has succeeded in terms of its global club network, its investment in the Etihad campus and its new music venue, which is an extension of it.
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