Abstract
AS Monaco FC, having a long history and various honors, is a club in Ligue 1. No matter how successful it is in the league, the attendance rate of Louis II Stade, the club’s home stadium, is only about 40 percent, which is extremely low. The low attendance rate represents weak support and low passion of local fans, creating a gap in fandom, which will affect the future development of the club. There must have been some problems in the club’s brand image, leading to such a negative situation. To discover the weaknesses and create some rational ways to revitalize AS Monaco FC, marketing strategies and brand-related knowledge are used to act as the theoretical basis. After analyzing, this paper discovers that AS Monaco FC’s brand image and brand equity are negatively affected by its old stadium, local flourishing gambling industry, local famous F1 Prix industry, and poor relationship between the club and local rich people. To fix the problem, this paper summarized 3 strategies, including renovating the stadium and cooperating with local flourishing industries.
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