Dave Beckhan Case Study

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  • Topic: David Beckham, Brand, Victoria Beckham
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  • Published : March 7, 2011
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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 Beckham brings to this area of the brand is his expertise, skills and quailty of a football player. Pepsi captailised on this when promoting their soft drink. “The company conducted several contests, wherein, participants could win a session with Beckham” Dutta, S, 2004.

Fashion: According to Dutta, S, 2004, “…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”. The Beckham brand is centred around style, image and talent and the brand has made football fashionable. Traditional football people had an image of being macho whereas Beckham brought a new example to a new age of men. His lifestyle and marriage to pop icon Victoria Beckham meant that he was always dressed fashionably and image conscious. “The couple sometimes wore matching clothes and hairstyles, which always kept them in the news” Dutta, S, 2004. For some companies like Brylcreen David’s modern, stylish and fashion conscious image were exactly what they were looking for to reposition their brand. The reason why Brylcreen succeeded was because Beckham captured the interest of teenage boys. “The company claimed that sales increased almost 10% in the first year when Beckham endorsed the product” Dutta, S, 2004. The core purpose for this was that Brylcreen correctly matched the image of the celebrity and the image that the brand wanted to seek.

Family: Another essence of the David Beckham brand is family and tradition and primarily the reason for the brands huge success in the Japanese market. “Fans in Japan, who were rather traditional and family-oriented, seemed to like the fact that he gave a lot of importance to his wife and family” Dutta, S, 2004. Furthermore, Beckhams huge commitment to family showed as he didn’t smoke and drank very little. “A lot of people think that my life is more glamorous than it actually is. I enjoy spending time with my family” Dutta, S, 2004. This image appealed to many...
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