Heroes & Villains, the Aston Villa fanzine
Heroes & Villains => Heroes Discussion => Topic started by: dave.woodhall on June 17, 2013, 11:40:04 AM
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This is an interesting list of how valuable football club brands are in 2013. Unexpectedly we've gone down a fair bit, as have Newcastle, but we're still above some surprise names. The Pride of Themselves are still way below us.
http://brandirectory.com/league_tables-table-the-brand-finance---football-50-2013.html
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Since we've had quite a few bad seasons recently that's not bad going at all just being outside the top 30, and way ahead of the likes of PSV, Celtic and Lazio
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What a load of tosh
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Since we've had quite a few bad seasons recently that's not bad going at all just being outside the top 30, and way ahead of the likes of PSV, Celtic and Lazio
A lot of that is to do with the finances involved in the Premier League and not a real reflection of anything great we've done, other than staying in the division.
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The Pride of Themselves are still way below us.
Ahaa bless... but they are ONLY 6 places below Stoke city.
I am surprised that we have fallen below West Ham?
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This is an interesting list of how valuable football club brands are in 2013. Unexpectedly we've gone down a fair bit, as have Newcastle, but we're still above some surprise names. The Pride of Themselves are still way below us.
http://brandirectory.com/league_tables-table-the-brand-finance---football-50-2013.html
behind west ham and spurs though? Fuck off.
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The Pride of Themselves are still way below us.
Ahaa bless... but they are ONLY 6 places below Stoke city.
I am surprised that we have fallen below West Ham?
But they won the World Cup.
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I see Stoke are higher than Celtic and Benfica.
Tells you all you need to know about that list really
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Since we've had quite a few bad seasons recently that's not bad going at all just being outside the top 30, and way ahead of the likes of PSV, Celtic and Lazio
A lot of that is to do with the finances involved in the Premier League and not a real reflection of anything great we've done, other than staying in the division.
Sure but if you're talking brand value then its more than that too. What I meant was that our stock is higher than I thought being we've had a few bad seasons. I think it shows how highly regarded villa are as a brand still. You look at the debate that happened a few weeks back when someone mentioned Celtic were a bigger club than us. Just because they get into the champions league every year and they're now the only club in the league that's ever going to win it, it doesn't necessarily make you a bigger club than others, like ours.
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In fairness I'd have Celtic up there in the top 10 really
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In fairness I'd have Celtic up there in the top 10 really
Celtic are limited by the piss poor league they play in.
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Where as we and other clubs are higher in the list than we otherwise would be due to the league we play in.
Makes it very hard to make comparisons across Europe. Filter it to UK only and you see a more relevant picture, even though that does then still include Scottish clubs.
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In fairness I'd have Celtic up there in the top 10 really
Celtic are limited by the piss poor league they play in.
hear you. But we're talking about brand awareness. Pretty much every paddy you bump into overseas and there's a lot of them is either Celtic Liverpool or united , mostly celtic though in my experience. Honestly I'd put the Celtic 'brand' way bigger than west ham spurs or us. Maybe they've slipped. Bit the last few years, but still huge international recognition.
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The Pride of Themselves are still way below us.
Ahaa bless... but they are ONLY 6 places below Stoke city.
I am surprised that we have fallen below West Ham?
Could the Olympic Stadium thing account for their $12m jump?
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While I don't agree Celtic should be anywhere near the top 10, I also don't see how they are a less valuable brand than Fulham or Stoke. Or are they basically just going by money earnt in a season?
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Celtic pay Championship/lower Premier League wages which will always hamper their progress in Europe.
What are the methods of calculating the brand value? West Ham, despite decent support and strong traditions, have been a yoyo club for the last few years.
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In fairness I'd have Celtic up there in the top 10 really
Celtic are limited by the piss poor league they play in.
hear you. But we're talking about brand awareness. Pretty much every paddy you bump into overseas and there's a lot of them is either Celtic Liverpool or united , mostly celtic though in my experience. Honestly I'd put the Celtic 'brand' way bigger than west ham spurs or us. Maybe they've slipped. Bit the last few years, but still huge international recogniton.
But that's just Ireland. The global nature of the PL means that teams in it have the sort of exposure Celtic never will.
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Do you think celtics lower ranking is also due to rangers' demise? Since there no old firm games at the moment, the few games a year that might attract a wider audience just don't happen any more
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While I don't agree Celtic should be anywhere near the top 10, I also don't see how they are a less valuable brand than Fulham or Stoke. Or are they basically just going by money earnt in a season?
i can only go on what I've seen - when you're abroad everybody has heard of Celtic, not that many people know of villa. I don't like it and always try to bang the drum for us, but that's my experience of it.
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Celtic pay Championship/lower Premier League wages which will always hamper their progress in Europe.
What are the methods of calculating the brand value? West Ham, despite decent support and strong traditions, have been a yoyo club for the last few years.
You might be sorry you asked, Eamonn:
GobbledyGook (http://brandirectory.com/methodology)
Explanation of the methodology
The methodology employed in the BrandFinance® Global 500 uses a discounted cash flow (DCF) technique to discount estimated future royalties, at an appropriate discount rate, to arrive at a net present value (NPV) of the trademark and associated intellectual property: the brand value.
Five Steps - Royalty Relief Valuation
1. Determine forecast revenues
Determine future revenues attributable to the brand over a five year explicit forecast period. This is done by referencing historic trends, market growth estimates, competitive forces, analyst projections and company forecasts.
2. Assess the Brand Strength
Determine the strength of the brand using the ßrandßeta® Index.
3. Establish Royalty Rate
Review comparable licensing agreements. Analyse margins and value drivers. Establish average royalty rate range for relevant sector. Apply ßrandßeta® Index to royalty rate range to determine royalty rate for the brand.
4. Determine the Discount Rate
Determine discount rate to calculate the net present value (‘NPV’) of future brand earnings (accounting for the time value of money and the associated risk).
5. Brand Valuation Calculation
The NPV of post-tax royalties equals the brand value.
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So basically it's how much they could get per sponsorship.
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With reports like this is almost entirely based on global exposure. Looked at from that point of view Celtic are quite generously rated because who is going to watch them on TV in the mass of highly competitive fixtures they play?
I'd say the key requirements to move up this list are:
Have a star player people want to watch (benteke)
Get on TV a lot by being exciting for Neutrals (we've go this in the bag after last year)
Be at least reasonably successful (hopefully we can add this bit)
The main purpose this serves is in generating revenue from sponsors who will want to go with the highest placed sides they can afford. If we can break into the top 20 of this list the 'value' to the club would be huge.
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We are not a brand, we are a football club with supporters, not customers.
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At this day in age you need to have a good strong brand to continue to be a successful football team. Sport is a business with supporters being the consumer.
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Plus West Spam were on the tele far too much last season at £880,000 a game.
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At this day in age you need to have a good strong brand to continue to be a successful football team. Sport is a business with supporters being the consumer.
This may be true but reading the above makes me never want to watch a game of football again.
Words that shold never be used in the same sentence as "football":
Brand
Consumer
Product
Business
Profit
Revenues
Cock
Piss
Partridge
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At this day in age you need to have a good strong brand to continue to be a successful football team. Sport is a business with supporters being the consumer.
This may be true but reading the above makes me never want to watch a game of football again.
Words that shold never be used in the same sentence as "football":
Brand
Consumer
Product
Business
Profit
Revenues
Cock
Piss
Partridge
You forgot 'McLeish'.
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At this day in age you need to have a good strong brand to continue to be a successful football team. Sport is a business with supporters being the consumer.
This may be true but reading the above makes me never want to watch a game of football again.
Words that shold never be used in the same sentence as "football":
Brand
Consumer
Product
Business
Profit
Revenues
Cock
Piss
Partridge
You forgot 'McLeish'.
Too tue ha! Ha! But until the bubble bursts its only going to get worse.
How long will it be before a football club becomes a fashion brand like say the New York Yankees? You have people walking around wearing their logo on baseball caps not because they support the team but because its a fashion label like diesel or CK.
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Apparently we're worth 10% of Bayern Munich. Looks like we have some catching up to do!
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Celtic pay Championship/lower Premier League wages which will always hamper their progress in Europe.
What are the methods of calculating the brand value? West Ham, despite decent support and strong traditions, have been a yoyo club for the last few years.
I think that Karen Brady gives them extra glamour and sophistication, probably pushed them up a good few notches
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Celtic pay Championship/lower Premier League wages which will always hamper their progress in Europe.
What are the methods of calculating the brand value? West Ham, despite decent support and strong traditions, have been a yoyo club for the last few years.
I think that Karen Brady gives them extra glamour and sophistication, probably pushed them up a good few notches
Does one of the owners have a helicopter?
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Celtic pay Championship/lower Premier League wages which will always hamper their progress in Europe.
What are the methods of calculating the brand value? West Ham, despite decent support and strong traditions, have been a yoyo club for the last few years.
I think that Karen Brady gives them extra glamour and sophistication, probably pushed them up a good few notches
Nah their standing still........we had to have a bad season for them to finish above us ;)
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All this business/brand/ Forbes valuation stuff - all of it - is utter, utter bullshit. That is all.
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All this business/brand/ Forbes valuation stuff - all of it - is utter, utter bullshit. That is all.
A double utter, that's bad
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If we are playing in Champions League we will get a much higher brand rating but we never qualify for it. :(
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What no one on here has mentioned is that our rating has gone from BBB- to a AA-, that is in itself an improvement on last year.
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The Pride of Themselves are still way below us.
Ahaa bless... but they are ONLY 6 places below Stoke city.
I am surprised that we have fallen below West Ham?
But they won the World Cup.
f all since tho
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The Pride of Themselves. Very good.
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All this business/brand/ Forbes valuation stuff - all of it - is utter, utter bullshit. That is all.
A double utter, that's bad
I reserve the double utter for the baddest of bad!
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What no one on here has mentioned is that our rating has gone from BBB- to a AA-, that is in itself an improvement on last year.
Is that Fitch, Moody's or Standard & Poor's? ;)
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Tottenham 219 and Villa 80... Really?
And West Ham are worth more than us?
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At this day in age you need to have a good strong brand to continue to be a successful football team. Sport is a business with supporters being the consumer.
This may be true but reading the above makes me never want to watch a game of football again.
Words that shold never be used in the same sentence as "football":
Brand
Consumer
Product
Business
Profit
Revenues
Cock
Piss
Partridge
And "project"
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Tottenham 219 and Villa 80... Really?
And West Ham are worth more than us?
Everything is usually over-inflated in London.