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MKTG 570 Summer 2011T HE M ULTIPLE B RAND P ERSONALITIES OFD AVID B ECKHAM : A C ASE S TUDY OF THE B ECKHAM B RAND BY A HMED C OUCHA
AGENDA Analysis of the article content and core message: Lessons learned from the article Recommendations:
A NALYSIS OF THE ARTICLE CONTENT AND CORE MESSAGE
T HE MAIN POINTS OF THE ARTICLE The article is discussing the development and the management of the David Beckham multipersonality Brand Following the different phases in the growth of the beckham brand identifying the sources of its brand equity Defining the multiple brand personalities of David Beckham
W HO IS DAVID B ECHAM ? One of the best English soccer players. his ability to deliver pinpoint crosses, bend his signature free kicks around and over defensive walls Scoring from any position in the field
W HO IS DAVID B ECHAM ? played for Manchester United, Preston North End, Real Madrid, and A.C. Milan, appeared with the English national team in 3 world cups (98, 02, 06) and holding the Capitan sign from 2000 till 2006. Currently playing for the LA Galaxy in the United States
W HO IS DAVID B ECHAM ?married to Victoria, a famous singer and an x-member of the of the musical group Spice Girls.
DAVID B ECHAM A CHIEVEMENTS the English Premier League title six times, Two FA Cups One UEFA Champions League One La Liga championship title Recording a 115 appearance with the English national team
W HAT ARE THE SOURCES OF EQUITY FOR THE BECHAM BRAND
B ECHAM BRAND S OURCESOF EQUITY sources related to his performance on the field others related to his off the field persona
O N THE FIELD S OURCESOF EQUITY Perceived Quality his ability to deliver pinpoint crosses, bend free kicks, and scoring from different spots in the field Brand Association With Manchester United and Real Madrid. Global high Brand Name awareness: During his 10 years at Manchester United and 3 years at Real Madrid, 10 years with the English national team.
Beckham is "less than the complete" soccer player off-the-field persona masks deficiencies in his on- field performances
O F THE FIELD S OURCES OFEQUITY Brand Association with his wife, Victoria. Brand Awareness 2003 & 2004 Googles most searched sports topics the third most online searched person in the last decade in2009 Diverse endorsement contracts His Hollywood look
P HASE 1: BUILDING THEBRAND The early phase that started from 1992 till 2003 playing for Man United his appeal was predicated on his soccer playing ability and his credibility as a world-class professional soccer player Brand personality: he is the epitome of the talented ,brilliant, successful, masculine sports male, English, from a working class background
P HASE 2: R EINVENTEDTHE BRAND The Beckham star began to fade, and from 2003, his career has experienced on field turbulence. resigning the England captaincy By the end of 2006, he could not hold on to his first team place Beckhams fabled soccer career was declining He started to rely more on the off-the- field brand sources of equity
P HASE 2: R EINVENTEDTHE BRAND Developing other brand identities and personalities. Loving husband Caring father Self expressing idol Proud husband of Victoria Fashionable and metro-sexual appealing
P HASE 2: R EINVENTEDTHE BRAND In 2003, Beckham left Manchester United for Real Madrid. In 2006, he signed with the Los Angeles Galaxy of Major League Soccer (MLS) in the United States, helps Beckham finish his career as an impact player, LA is the worlds best celebrity platform location that overshadowed the Hollywood lifestyle on him
The multi brandpersonality of Beckham brand allowed it to extend its brand to endorse different products and services
B ECHAM -V ECTORIA B RAND( DVB )• Becham and his wife, Victoria, developed their own brand (David and Victoria Beckham), brand label.• Individually, they were icons. Together, they became an overpowering commercial force that attracted more than twice the attention.
CONCLUSIONBeckhams potent combination of brand personalities make him a model endorsement prospect for many global companies and maintained his brand over time.
L ESSON LEARNED : BUILDING AND MAINTAINING A STRONG PERSONAL BRAND
The diversity of platforms is a reason for the strong and persistent brand equity. Initially famous as a soccer player, his marriage to Victoria Adams, of the Spice girls, provided him with a platform and with the necessary connections to crossover into the celebrity world of entertainment and fashion.
The diverse brand personality, a good candidate for endorsing different products, and services and target different segments
Yet this diverse brand personality requires a careful communication strategy To communicate the personality that matches the endorsed product and that appeals with the target audience
These contradicting multiple brand personalities should be skillfully crafted into multiple markets separated by time, space, and media. the typical tough soccer player Vs a Fashionable , stylish idol
For sportspeople, on the pitch is not the main source of their brand equity, off the pitch persona can sometimes be more important in developing their brand image and brand equity
To maintain a brand you have to nurtures it and revitalize by changing the package, the mix but keeping the core value Moving to LA galaxy
The two way transfer effect of product endorsement The brand is everything
Different brand personalities Vs Different brand meanings/attributes Brand personalities are not communicated The article evaluated the brand value based on the contracts neglecting the Brand Value chain Mind set of the customer
The article is talking about brand image from the prospective of the brand owner without testing this image with the target audience Survey testing the mind set of the target audience
Endorsement Vs individual brands Endorsing big brands pepsi, vodaphone…. More inspection for the dvb brand success
The article was biased in favor of becham Does a negative performance on a soccer game have a similar negative impact on the brand The 2002 incidence
The massive use of the brand and the the perception of his fans about his performance in the field Does this Dilute the brand