Arsenal is one of world footballs biggest brands. With a proud but sometimes dubious history, it has a wealth of stories that pass from generation to generation, building the Arsenal legend. And now the brand is big business but, like other football brands, operates in a very different way from a conventional commercial brand. Loyalty to a football club generally starts y Arsenal is one of world footballs biggest brands. With a proud but sometimes dubious history, it has a wealth of stories that pass from generation to generation, building the Arsenal legend. And now the brand is big business but, like other football brands, operates in a very different way from a conventional commercial brand. Loyalty to a football club generally starts young and continues throughout life, involving a depth of allegiance that brands in other fields can only envy. What creates this brand loyalty? What can a football club do to use it positively? Is a brand just big business or does it have social responsibilities? Is fans loyalty taken for granted and stretched too thin by commercial exploitation? John Simmons and Matt Simmons focus on their favourite football brand to explore these questions. As lifelong Arsenal supporters, father and son, they analyse the past, present and future of the Arsenal brand through the expert views of fans, commentators, business analysts and iconic players. The book features exclusive interviews with Arsenal greats Frank McLintock and Pat Rice, analyses the values of Arsenal brand, compares Arsenal with national and international competitors and examines the business issues that are changing all our relationships with football. The result is a book that is fascinating for football fans and business people alike.