Arsenal chief commercial officer Tom Fox has suggested that the North London club is not just about winning.
The Gunners have come under fire recently for their average form in the Premier League which has seen them slip to 10th on the table whilst manager Arsene Wenger's future has also been a talking point.
However, Fox feels that the overall Arsenal brand needs to be taken into account when assessing the current state of the club.
"Arsenal Football Club is not only about winning," he told reporters.
"We have a large and engaged fan-base around the world who wants to feel as if they belong to the club, and want to feel proud to belong to the club.
"That's my primary business. When they [the fans] see that we can attract - even though we haven't won a trophy in seven years - one of the top global brands in the world for the type of money and financial commitment they're making, that makes our fans feel proud.
"So our brand is defined by more than winning."