"We have to bring our Bavarian brand to the world without changing it" (S. Mennerich, Bayern Munich)

"There is just one brand of Bayern Munich, which is our Bavarian brand. What we have to do is bring our brand - our Bavarian presence - to the world without changing it. So we have to reach people through our platforms using our Bavarian identity, and this is the same in both Germany and abroad," said Stefan Mennerich, director of media, digital, and communications of FC Bayern Munich, in an interview with News Tank Football on 12/01/2017.

Stefan Mennerich and Andreas Jung, an executive board member of Bayern Munich, talked about the brand and marketing strategy of the Bavarian club in terms of both increasing the reach of the club and possible commercial implications.

"The first step is to increase the brand value of the club. We can see this already this year, especially in the United States. Since my colleague Jörg Wacker (executive board member in charge of internationalisation and strategy) joined the club in 2013, we set up the office in New York, and with the pre-season tour (summer 2016) we had in the US this year, the level of interest in Bayern Munich was much higher than…