Dave Beckhan Case Study
The “David Beckham” Brand
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Marketing Communication – Case Study 1
Laura Kavanagh 10270779
The “David Beckham” Brand
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Marketing Communication – Case Study 1
Laura Kavanagh 10270779
1(A) What is the brand essence of ‘David Beckham’ the brand? Describe, using adjectives, David Beckham, the brand.
Football, Fashion and Family are primarily what the “David Beckham” brand stands for and these are the factors which have combined to make this popular brand globally. According to Michael Sterling, a sports analyst at Field Fisher Waterhouse, London in 2003, proclaims that “He’s a sponsor’s dream: a fashion icon, associated with success, a family man”. He is percived around the world as an icon of youth and style and these are images that many companies would like to protray. Beckham has become one the biggest names in sport marketing. Dutta, S, 2004, claims that: “Beckhams brand to be worth £200 million in 2003”. Becasue of Beckham football is no longer just about football but about personailty and character.
Football: One aspect that heightened the Beckham brand is his football career by the fact that he has played with one of the leading clubs in Europe “Manchester United”. It soon became apparent to German sports maker Adidas that Beckham was a special attraction as he is not only a taleted player in most area’s of football but his ability to bend the ball in the air towards the goal became a global trademark. Adidas believed that if they associated their football boots with Beckham that it would bring a lot of publicity. Dutta, S, 2004, state that: “The shoes were made especially for him and were embossed with the names of his two sons”. Adidas made this move as they wanted a person who would do for Adidas, what Michael Jordan did for Nike. Hence, in 2003 they considered offering Beckham a life time contract to endorse the company’s products.
What
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Marketing Communication – Case Study 1
Laura Kavanagh 10270779
The “David Beckham” Brand
-------------------------------------------------
Marketing Communication – Case Study 1
Laura Kavanagh 10270779
1(A) What is the brand essence of ‘David Beckham’ the brand? Describe, using adjectives, David Beckham, the brand.
Football, Fashion and Family are primarily what the “David Beckham” brand stands for and these are the factors which have combined to make this popular brand globally. According to Michael Sterling, a sports analyst at Field Fisher Waterhouse, London in 2003, proclaims that “He’s a sponsor’s dream: a fashion icon, associated with success, a family man”. He is percived around the world as an icon of youth and style and these are images that many companies would like to protray. Beckham has become one the biggest names in sport marketing. Dutta, S, 2004, claims that: “Beckhams brand to be worth £200 million in 2003”. Becasue of Beckham football is no longer just about football but about personailty and character.
Football: One aspect that heightened the Beckham brand is his football career by the fact that he has played with one of the leading clubs in Europe “Manchester United”. It soon became apparent to German sports maker Adidas that Beckham was a special attraction as he is not only a taleted player in most area’s of football but his ability to bend the ball in the air towards the goal became a global trademark. Adidas believed that if they associated their football boots with Beckham that it would bring a lot of publicity. Dutta, S, 2004, state that: “The shoes were made especially for him and were embossed with the names of his two sons”. Adidas made this move as they wanted a person who would do for Adidas, what Michael Jordan did for Nike. Hence, in 2003 they considered offering Beckham a life time contract to endorse the company’s products.
What
Bibliography: 1. Erdogan, B. Zafer (1999), “Celebrity Endorsement: A Literature Review” Journal of Marketing Management, Vol. 15, pp.291-314. 2. Kelso, P & Tremlett, G, 2003, “ Real Madrid eye up Beckham the £40m brand name”, [Online], Available from: http://www.guardian.co.uk/media/2003/apr/26/marketingandpr.football [20th January 2011]. 3. Mc Cracken, G.C (1986) “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods”, Journal of Consumer Research, Vol. 13 • June 1986, pp71-84. 4. Venture Republic, 2011, “Branding & Celebrity Endorsements”, [Online], Available from: http://www.venturerepublic.com/resources/Branding_celebrities_brand_endorsements_brand_leadership.asp [24th January 2011].