MKTG 570                                           Summer 2011T HE M ULTIPLE B RAND P ERSONALITIES OFD AVID B ECKHAM : A C...
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 ...
W HO IS DAVID B ECHAM ?   One of the best English soccer players.   his ability to deliver pinpoint crosses,   bend his...
W HO IS DAVID B ECHAM ?   played for Manchester United, Preston North End,    Real Madrid, and A.C. Milan,   appeared wi...
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   ...
   W HAT   ARE THE SOURCES OF EQUITY    FOR THE BECHAM BRAND
A PPLYING THE A AKER MODEL :
B ECHAM BRAND            S OURCESOF EQUITY   sources related to his    performance on the field   others related to his ...
O N THE        FIELD      S OURCESOF EQUITY   Perceived Quality       his ability to deliver pinpoint crosses, bend free...
   Beckham is "less than the complete" soccer player   off-the-field persona masks deficiencies in his on-    field perf...
O F THE      FIELD    S OURCES       OFEQUITY   Brand Association with his wife, Victoria.   Brand Awareness   2003 & 2...
P HASE 1:        BUILDING THEBRAND   The early phase that started from 1992 till 2003    playing for Man United   his ap...
P HASE 2: R EINVENTEDTHE BRAND   The Beckham star began to fade, and from 2003, his    career has experienced on field tu...
P HASE 2: R EINVENTEDTHE BRAND   Developing other brand identities and personalities.       Loving husband       Caring...
P HASE 2: R EINVENTEDTHE BRAND   In 2003, Beckham left Manchester United for Real Madrid.   In 2006, he signed with the ...
The multi brandpersonality of Beckham    brand allowed it to    extend its brand to      endorse different  products and s...
B ECHAM -V ECTORIA B RAND( DVB )•   Becham and his wife, Victoria, developed their    own brand (David and Victoria Beckha...
CONCLUSIONBeckhams potent combination of brand   personalities make him a model endorsement   prospect for many global com...
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 soc...
   The diverse brand personality,       a good candidate for endorsing different products,        and services and targe...
   Yet this diverse brand personality requires a careful    communication strategy       To communicate the personality ...
    These contradicting multiple brand personalities    should be skillfully crafted into multiple markets    separated b...
   For sportspeople, on the pitch is not the main source    of their brand equity, off the pitch persona can    sometimes...
   To maintain a brand you have to nurtures it and    revitalize by changing the package, the mix but    keeping the core...
   The two way transfer effect of product endorsement   The brand is everything
R ECOMMENDATIONS :
   Different brand personalities Vs Different brand    meanings/attributes   Brand personalities are not communicated  ...
   The article is talking about brand image from the    prospective of the brand owner without testing this    image with...
   Endorsement Vs individual brands       Endorsing big brands pepsi, vodaphone….       More inspection for the dvb bra...
   The article was biased in favor of becham       Does a negative performance on a soccer game        have a similar ne...
   The massive use of the brand and the the    perception of his fans about his performance in    the field   Does this ...
T HANK Y OU
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The multiple brand personality of David Beckham; case analysis

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presented as partial fulfilment of the requirements of the strategic brand management class, summer 2011

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The multiple brand personality of David Beckham; case analysis

  1. 1. 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
  2. 2. AGENDA Analysis of the article content and core message: Lessons learned from the article Recommendations:
  3. 3. A NALYSIS OF THE ARTICLE CONTENT AND CORE MESSAGE
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. W HO IS DAVID B ECHAM ?married to Victoria, a famous singer and an x-member of the of the musical group Spice Girls.
  8. 8. 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
  9. 9.  W HAT ARE THE SOURCES OF EQUITY FOR THE BECHAM BRAND
  10. 10. A PPLYING THE A AKER MODEL :
  11. 11. B ECHAM BRAND S OURCESOF EQUITY sources related to his performance on the field others related to his off the field persona
  12. 12. 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.
  13. 13.  Beckham is "less than the complete" soccer player off-the-field persona masks deficiencies in his on- field performances
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. The multi brandpersonality of Beckham brand allowed it to extend its brand to endorse different products and services
  20. 20. 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.
  21. 21. CONCLUSIONBeckhams potent combination of brand personalities make him a model endorsement prospect for many global companies and maintained his brand over time.
  22. 22. L ESSON LEARNED : BUILDING AND MAINTAINING A STRONG PERSONAL BRAND
  23. 23.  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.
  24. 24.  The diverse brand personality,  a good candidate for endorsing different products, and services and target different segments
  25. 25.  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
  26. 26.  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
  27. 27.  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
  28. 28.  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
  29. 29.  The two way transfer effect of product endorsement The brand is everything
  30. 30. R ECOMMENDATIONS :
  31. 31.  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
  32. 32.  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
  33. 33.  Endorsement Vs individual brands  Endorsing big brands pepsi, vodaphone….  More inspection for the dvb brand success
  34. 34.  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
  35. 35.  The massive use of the brand and the the perception of his fans about his performance in the field Does this Dilute the brand
  36. 36. T HANK Y OU

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