The 'David Beckham' Brand


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTG077 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Brand Management
Case Length : 14 Pages
Period : 1992-2003
Pub Date : 2003
Teaching Note : Available
Organization : Real Madrid, Manchester United
Industry : Media & Entertainment
Countries : UK

Abstract:

David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st century. His amazing ability to score from free kicks coupled with his good looks earned him a lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse products and a number of important companies vied to sign him on for endorsements.

Born of middle class parents, David Beckham was obsessed with football from his childhood and always dreamed of playing professionally. He was signed up by Manchester United, one of the most popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club.

Beckham quickly made a name for himself, with his signature free kicks where he had the ability to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid coverage. They were also sought after endorsers of a number of products.

Issues:

• Reasons behind the trend of using celebrities to endorse products and the benefits that a company obtains by doing so.

• Discuss how certain celebrities signify certain values and the role they play in creating new trends in the market

Contents:

Page No.
Spanish Sojourn 1
Background 2
Beckham's Endorsement Deals 4
Beckham's Appeal as a Brand 6
Real Madrid's Gain 7
The Pitfalls of Celebrity Endorsements 9
Setting New Trends 10
Exhibits 11

Keywords:

David Beckham, soccer stars,1990, ability, score, free kicks, good looks, admirers, Europe, Asia, endorse products, important, companies, middle class parents, David Beckham, football, childhood, playing professionally, Manchester United, signature free kicks, curve the ball, misleading defenders, goal keepers,Beckham, Spice Girl, Victoria Adams, UK, tabloid coverage, Vodafone, Adidas, Pepsi, Brylcreem, Mark Spencer, 200 million pounds, 2003

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