Bayern Munich president Uli Hoeness has dismissed the suggestion that Borussia Dortmund could take the Bavarians' place as the most popular Bundesliga side outside Germany.
BVB have beaten Bayern to the domestic title two seasons running, but Hoeness believes that their popularity is limited to their own region, as opposed to Bayern's global brand.
"I do not think that Dortmund have passed us marketing wise. Dortmund are more of a regional thing whereas Bayern Munich are a global brand," Hoeness was quoted as saying by Bild.
"When you walk the boulevard in Beijing and ask a random person to name a German football club, the answer will always be Bayern Munich and not Borussia Dortmund.
"Dortmund will never be able to catch up with the incredible successes we have achieved in the past 30 years and the tradition that comes with it.
"If Dortmund are to be more popular than Bayern worldwide, they need to win at least 10 more consecutive Bundesliga titles."
Dortmund have won eight Bundesliga titles to date, but that is dwarfed by Bayern's tally of 22.