University Writing Progression 3 Intro
Milton-Alexander Prastitis
Progression 3
11/10/2014
David Beckham: The man, the Myth and the Brand
David Beckham is one of the most famous soccer players in the world, not only because of his expertise and performances on the field, but for his personality and involvement in advertisements as well. In fact, he is among the highest paid athletes on the planet mainly due to sponsorships. The definition of “brand” could be: A trademark or a distinctive name identifying the product or the manufacturer of the product. Nevertheless, if brands are not in the products they occupy people’s minds. Moreover, brands engage in loyalty based on emotional ties and consumer commitment (Kapfener 11). The distinctive case study of David Beckham explicates how a celebrity became a well-known brand through self-motivation and corporate support. In this essay I will examine the “Beckham brand” and how this brand was created in the first place. Through world-class soccer accomplishments and multiple off-field personas, Beckham has not just become a brand but a portfolio of brands powered by athletic proficiency, strong character and physical appearance. His increased popularity and “iconic image” add a significant brand value and consideration to “the various companies he is a spokesman for and the multitude of different products and services that he endorses (The Multiple Brand Personalities of David Beckham).” The reputation he developed in the marketing industry throughout the years, made him a “target” for every marketing company. He is no longer the man named David Beckham, he is a brand onto a man named David Beckham who embodies the essence of an excellent athlete. His brand, implicitly exceeds reality.
Works cited:
Vincent, John, Hill, John and S.Lee, Jason W. 09/01/2009 “The multiple brand personalities of David Beckham: a case study of the Beckham brand.”
Kapfener, Jean-Noel: “The New Strategic Brand Management: Advanced Insights and Strategic Thinking.” London: Kogan
Progression 3
11/10/2014
David Beckham: The man, the Myth and the Brand
David Beckham is one of the most famous soccer players in the world, not only because of his expertise and performances on the field, but for his personality and involvement in advertisements as well. In fact, he is among the highest paid athletes on the planet mainly due to sponsorships. The definition of “brand” could be: A trademark or a distinctive name identifying the product or the manufacturer of the product. Nevertheless, if brands are not in the products they occupy people’s minds. Moreover, brands engage in loyalty based on emotional ties and consumer commitment (Kapfener 11). The distinctive case study of David Beckham explicates how a celebrity became a well-known brand through self-motivation and corporate support. In this essay I will examine the “Beckham brand” and how this brand was created in the first place. Through world-class soccer accomplishments and multiple off-field personas, Beckham has not just become a brand but a portfolio of brands powered by athletic proficiency, strong character and physical appearance. His increased popularity and “iconic image” add a significant brand value and consideration to “the various companies he is a spokesman for and the multitude of different products and services that he endorses (The Multiple Brand Personalities of David Beckham).” The reputation he developed in the marketing industry throughout the years, made him a “target” for every marketing company. He is no longer the man named David Beckham, he is a brand onto a man named David Beckham who embodies the essence of an excellent athlete. His brand, implicitly exceeds reality.
Works cited:
Vincent, John, Hill, John and S.Lee, Jason W. 09/01/2009 “The multiple brand personalities of David Beckham: a case study of the Beckham brand.”
Kapfener, Jean-Noel: “The New Strategic Brand Management: Advanced Insights and Strategic Thinking.” London: Kogan