The 'David Beckham' Brand
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Case Details:
Case Code : MKTG077
Case Length : 14 Pages
Period : 1992-2003
Pub Date : 2003
Teaching Note : Available
Organization : Real Madrid, Manchester United
Industry : Media & Entertainment
Countries : UK
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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.
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Excerpts
Beckham's Endorsement Deals
Analysts have called Beckham the hottest marketing machine in the world after Michael Jordan. Beckham was one of the most important person-centered brands in the 21st century. Analysts felt that he had all the makings of an icon -good looks, talent, image, style, and more importantly, his lifestyle as the husband of a pop star...
Beckham's Appeal as a Brand
“We use David as a lifestyle icon. He does not appear in our
advertising dressed in football kit, he is always appearing in his own casual
clothing,” said Michael Caldwell, director Corporate Communication of Vodafone...
Real Madrid's Gain
The transfer of Beckham led to a lot of speculation about
the effect it would have on the two clubs concerned. Manchester United was
the most well known club in Europe...
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The Pitfalls of Celebrity Endorsements
Analysts feel that there is certain risk associated with celebrities endorsing products. There have been times when the image or name of Beckham had been used without his permission in advertisements. For instance, easyJet, the low-cost airline had once used Beckham in its advertisements without his permission...
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Setting New Trends
Analysts were almost united in their agreement that Beckham was one of the biggest marketing phenomena in the early part of the 21st century.
Not only did he help sell a number of different products that spanned across different product categories, but he also played an important role in setting new trends.
For instance he is credited with being the first sportsperson to display an interest in how he looked and who took an active interest in grooming and clothes...
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Exhibits
Exhibit I: Celebrity Endorsements
Exhibit II: Breakdown of Beckham's Transfer Fee
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