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SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE

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PEP GUARDIOLA

“MORE THAN A COACH”

Academic, Consultant of communication and Personal Best Sports in Oidea Comunicación. Studying for a Doctorate in Sports Personal Brand , University Jaume I of Castellón Collaborate with writing articles soymimarca, nostresport, másliga.com, spainsportsnetwork y zomoz360

Author: Javier Zamora Saborit

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PEP GUARDIOLA: “MORE THAN A COACH” Both sports mediums, national and international, are expectant of Pep Guardiola's decision, on a yearly basis, about his future. The coach asks for time to think, but fans, press, officials and players want to know if Santpedor will continue piloting the ship “Blaugrana”. Pep Guardiola has professionally grown each season, to become one of the best coaches of time, something that seemed impossible for a newly promoted third division coach. But why does Guardiola have the privilege to decide whether to renew or not; it is unthinkable that a coach has the final word. We will know why, because Pep Guardiola is "More than a coach"



EX PLAYER

Guardiola was a player out of FCB. From a young age, he has been known to grow personally and professionally within the club. He knows what the youth can offer and how to motivate them to feel important, something that Johan Cruyff taught him. The great student of Johan Cruyff, has managed to move and improve the idea of Dutch genius. The present Barcelona coach has been known for his ability to take kids from the quarry, give them minutes in big games, believe in them, get kids into the third division and make them world champions. The idea of enhancing the club's youth is a plus, that, from different environments, have been applauded and imitated, giving value to their personal brand image.



COACH Knowing the philosophy of “Blaugrana”, this pupil, of Johan Cruyff, has managed to motivate his players, some of them who had already won everything, to remain true to a philosophy of play that has taken place since the first time they achieved the greatest success that the club has offered, both nationally and internationally. But Guardiola and Barcelona are admired, not for their victories, but for the elegance of their game, something that has managed to impregnate his own personal coaching brand. "If we lose, we will continue to be the best team in the world. If we win, we will be eternal "

"I will forgive you not guess right, but not their best"

"The secret of a good team is in the order that everyone knows what to do"



IN THE FACE OF THE MEDIA He has been able to bring the education from the field of play and press conferences, to the media. The coach seeks the minimum role, letting others take away the merits, respects each hand whether big or small. He also knows better than anyone that anything is possible, that success is fleeting and all that remains is to continue working. Furthermore, many followers will admire and follow the behaviour model that Guardiola presents in press conferences. He always answers all questions, has an exquisite rapport with reporters and he knows, cares and, above all, respects them as professionals. However, he does not grant interviews in Spain, this perhaps being his only weakness; maybe he knows that everything is magnified here only to sell more newspapers.



BUSSINES Sabadell bank has taken advantage of Guardiola’s transfer of his coaching philosophy to the world of business better than anyone else. His personal brand image has been the clincher of the whole campaign of the Sabadell bank, by transferring all the personal and professional values of Guardiola to the bank's image. Not just in advertising campaigns, but also by organizing meetings with professionals from various fields who want to learn more about the Guardiola’s philosophy. Books have been written, and there have also been talks; many professionals, from different fields, transfer this philosophy in their papers.



MODEL Stylish inside and outside the pitch, Pep Guardiola said that the advice of his wife, who owns a fashion shop in Barcelona, is to always looks flawless in the eyes of each party who challenges the team. He loves fashion, and parades for his friend Toni Miro on the catwalk for Gaudi. Monitoring Guardiola is such, that advertisers and fashion magazines cataloged his style as his own, and added him to the list of personalities that set trends in fashion. His personal brand image is closely tied to his personality and his way of being.



AWARDS Pep Guardiola has not only won awards and titles, but since 2009, he has been collected titles from different media and sport institutions for his excellent work in the charge of FC Barcelona. He has twice won the title within four years as the best coach in the world by the IFFHS. In addition to sporting, Josep Guardiola has also won titles for his personal merits, for the values he transmits and because his image is always honest and transparent. Guardiola has been recognized locally as Santpedor’s favorite son, and has received two awards important to him: the Royal Order of Sporting Merit and the Medal of Honour from the Parliament of Catalonia.


SPORT PERSONAL BRAND These are some features of Guardiola’s Personal Sports Brand Image, an image that fits perfectly in all of its branches, which has managed to convey all aspects of his personal and professional life, and that is founded on staying true to its own principles and values. His experience in his playing days, knowledge and values of the club he represents, plus his own personal and professional values, has managed to pervade both his philosophy of play and his personal brand image. Sporting success has been the narrator of his brand image, to arouse the interest of public and private companies associated with that image. However, Guardiola is respected and admired both professionally and personally by the values conveyed in his professional and private life.



SPORT PERSONAL BRAND

Professional experience as a player who has knows how to coach his team. • On the job evidence of staying true due to his strategy and its objectives. • Transmission and synergies between his personal values and professional life. • Good management of all its stakeholders: Equipment, media, sponsors, fans, managers ... • Good management of overexposing his brand image. (Brandbeque) • Translation to other non-sporting areas of their personal brand image. • Remains true to his personal and professional values for athletic success.



MARCA PERSONAL DEPORTIVA : CASO PEP GUARDIOLA

PEP GUARDIOLA

“MORE THAN A COACH”


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