1. PEP GUARDIOLA
“MORE THAN A COACH”
SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
2. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
Author: Javier Zamora Saborit
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
In the net:
3. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
PEP GUARDIOLA: “MORE THAN A COACH”
Both sports mediums, national and international, are
expectant of Pep Guardiola's decision, on a yearly basis, about
The coach asks for time to think, but fans, press, officials and
players want to know if Santpedor will continue piloting the
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
4. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
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.
5. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
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"
6. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
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
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
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.
7. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
Sabadell bank has taken advantage of
Guardiola’s transfer of his coaching philosophy
to the world of business better than anyone
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.
8. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
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.
9. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
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.
10. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
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.
11. SPORT PERSONAL BRAND : PEP GUARDIOLA´S CASE
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.
• Translation to other non-sporting areas of their
personal brand image.
• Remains true to his personal and professional
values for athletic success.
12. PEP GUARDIOLA
“MORE THAN A COACH”
MARCA PERSONAL DEPORTIV : CASO PEP GUARDIOLA