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If you follow European football, you are surely aware of the fact that it is mostly driven by tradition. The biggest clubs in the continent have been active for more than a century now, and fan culture and tradition have been at their cornerstone.
However, one of those big clubs started a brand transformation in 2017. Juventus has taken a bold and risky step towards redefining its identity.
Just in 2017, Juventus partnered with brand consultants Interbrand with the latter being in charge of overseeing the ambitious rebranding initiative of the Old Lady.
Many considered this move to be the most controversial rebrand in history, but what did it entail and what was accomplished so far? Let’s take a closer look.
A Homage to History
First off, despite its rebranding strategy, we have to say that Juventus has stayed loyal to its storied history. You will still see the iconic black and white stripes on Juventus’ home kits, which has significantly contributed towards maintaining the loyalty of the club’s existing fanbase.
The new generation of fans will get to enjoy a sleek new logo that is minimalistic in nature. That change was not universally accepted by everyone, but it seems like the club successfully merged tradition with revitalising its image.
Juventus’ Rebranding – The Key Elements
Juve’s rebranding strategy aims to broaden the club’s appeal and create a new connection with upcoming and existing fans. Some of the main features of the Old Lady’s transformation are:
Modern Logo – we already mentioned the minimalistic logo that sees the club depart from its traditional emblem.
Beyond Football – Juve extended its brand beyond football, as it entered the fashion and the entertainment world. This way, the club seeks to integrate itself into various aspects of everyone’s lives.
Digital Content – as any modern business will do, Juventus put a lot of resources into reaching a wider audience through social media channels. Its content is also…
Source link : https://www.juvefc.com/juventus-international-expansion-building-a-global-brand/
Author : Martin U
Publish date : 2024-03-18 16:00:00
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