MUMBAI: Manchester United has held on to its position as the world?s most valuable football brand with a brand value of $853 million despite a dissapointing Premier League season wherein it lost the title to Manchester City, according to brand valuation company Brand Finance.

However, the valuation firm has warned that shrewd commercial management and commanding Champion?s League performances by Bayern Munich could see United unseated from the top spot of the Brand Finance Football 50 in the near future.

German football club FC Bayern Munich climbed to the second spot with a brand valuation of $786 million representing a 59 per cent increase over the last year. The success in Germany and presence in the final of the Champions League has been bolstered by financial nous.

Bayern Munich pipped Spanish giant Real Madrid, which has slipped to third spot with its valuation decreasing by seven per cent to $600 million.

?However Bayern needs to start building its brand in emerging markets or they will be left behind by relying too heavily on their domestic fan base," commented head of Sports Brands Dave Chattaway.

Also witnessing a decrease in its brand valuation is Spanish club FC Barcelona, whose brand valuation shrinked by eight per cent to $580 million.

AC Milan, the only Italian club to make it to the top ten, has a valuation of $292 million.

Italian and Spanish clubs fared badly this year, affected by the economic turmoil in their home markets. Attendances are down due to high unemployment and uncertainty.

Clubs in both countries must continue to look abroad for a steady stream of commercial and broadcasting revenues, capitalising on strong brands, Brand Finance said.

Joining Bayern Munich in the top ten table is FC Schalke 04, which has seen its valuation zoom by 97 per cent to $266 million. The club has moved to 10th position from 12th position last year.

Champion?s League triumph secures another season in Europe for Chelsea but despite two trophies the club stays fifth with a brand value of $398 million due to a poor Premier League performance.

Arsenal and Liverpool share sixth and seventh spot respectively with a valuation of $388 and $367 million.

Meanwhile, the huge investment in local rivals, Manchester City, has finally yielded a Premier League victory. With Sir Alex Ferguson reaching the end of his career and the Glazers still paying off debts, the club may struggle to maintain the squad it needs to stay at the top.

The huge investment by Sheikh Mansour of Abu Dhabi, estimated at $1.5 billion, is beginning to pay off for City. The club has matched United on the field and though still in its shadow in terms of Brand value, it is catching up rapidly. At $302 million, the Man City brand is worth nearly double what it was in 2011.

Brand Finance CEO David Haigh said, "This year?s study shows that even football isn?t immune to the Euro crisis, with Spanish and Italian teams being hit hardest. The two top teams operate different marketing strategies, Bayern prioritising its domestic fan base whilst United concentrates on global opportunities."