Juve much better than the British, at least in the great game of branding.
Concludes his interesting essay on marketing football prof. Mark Ritson, associate professor of marketing, award-winning journalist and consultant to some of the biggest brands in the world.

Ritson's analysis, published in Marketing Week, focused on the launch of the new stadium and the concept of branding "Juve", enhanced by the opening ceremony staged by K-Mark Events Balich.

Juve, consider Ritson, presented its stadium "state of the art" with an exhibition match. Could invite Barcelona, ​​Bayern Munich, Manchester United, but chose Notts. County. Chosen due to historical ties and suggestive of the origins of black and white jersey.

Ritson enhances choice, "is an excellent application of a technique of branding" historic "that, unlike the brand" aspirational "Anglo-Saxon fan-focused on the desires of the consumer, has pointed to strong emotions, memory, history, the roots ".

For the super-marketing expert Juve in this way "has set a crucial and strategic step forward in the future of his company (and the entire Italian football, we might add) obtaining the momentum right with one foot resting well in the past, in historic "step" t-shirt eagle, in the glorious parade of stars ".

A choice that has compacted and exalted more customers than any other fan-range "aspirational".

The contrast with the modern approach disrespectful "British" sports branding is exemplified by Ritson in the conceptual choice "wrong" in the name of the Stadium 'Arsenal Emirates Stadium.

Choice that has paid 100 million pounds but for a brand connects Ritson totally inadequate to the Gunners and cheapens the authenticity of the Arsenal brand. Juve choosing Notts. but remained in touch with its history and reuse decisions and to set future strategies. In the hope that Sportfive, a company that manages the naming rights sponsor of the new stadium are in a perfect connection with the history of Juventus. It 'was a stroke of luck that the 75 million already received from Sport, Juventus have been able to open its stadium with the ceremony and the first official match, using his own name: Juventus Stadium.

Ritson considerations must be added also that the uniqueness of Juventus, in addition to its close relationship with fans scattered throughout Italy, is due to the continuity of the Agnelli family at the helm of the company, not coincidentally also celebrated nell'opening ceremony.

The other element that might escape the thoughts of Professor. Ritson is linked to the recent unfortunate events of Calciopoli that more than any place in the Juventus fan necessarily have the desire to return to the past.
In this case, more than ever, for the Juventus fans, branding "aspirational" merges with the "historical"

i dont understand this at all

that we beat arsenal in stadiums 1- 0