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The multiple brand personality of David Beckham; case analysis
1. MKTG 570
Summer 2011
T HE M ULTIPLE B RAND P ERSONALITIES OF
D AVID B ECKHAM : A C ASE S TUDY OF THE
B ECKHAM B RAND
BY
A HMED C OUCHA
2. AGENDA
Analysis of the article content and core
message:
Lessons learned from the article
Recommendations:
3. A NALYSIS OF THE ARTICLE CONTENT AND
CORE MESSAGE
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. 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. 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. 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. 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. W HAT ARE THE SOURCES OF EQUITY
FOR THE BECHAM BRAND
11. B ECHAM BRAND S OURCES
OF EQUITY
sources related to his
performance on the field
others related to his off the field
persona
12. O N THE FIELD S OURCES
OF 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. Beckham is "less than the complete" soccer player
off-the-field persona masks deficiencies in his on-
field performances
14. O F THE FIELD S OURCES OF
EQUITY
Brand Association with his wife, Victoria.
Brand Awareness
2003 & 2004 Google's most searched sports topics
the third most online searched person in the last
decade in2009
Diverse endorsement contracts
His Hollywood look
15. P HASE 1: BUILDING THE
BRAND
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. P HASE 2: R EINVENTED
THE 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
Beckham's fabled soccer career was declining
He started to rely more on the off-the- field brand
sources of equity
17. P HASE 2: R EINVENTED
THE BRAND
Developing other brand identities and personalities.
Loving husband
Caring father
Self expressing idol
Proud husband of Victoria
Fashionable and metro-sexual appealing
18. P HASE 2: R EINVENTED
THE 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 world's best celebrity platform location that overshadowed
the Hollywood lifestyle on him
19. The multi brand
personality of Beckham
brand allowed it to
extend its brand to
endorse different
products and services
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. CONCLUSION
Beckham's potent combination of brand
personalities make him a model endorsement
prospect for many global companies and
maintained his brand over time.
22. L ESSON LEARNED : BUILDING AND
MAINTAINING A STRONG PERSONAL
BRAND
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. The diverse brand personality,
a good candidate for endorsing different products,
and services and target different segments
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. 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. 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. 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. The two way transfer effect of product endorsement
The brand is everything
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. 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. Endorsement Vs individual brands
Endorsing big brands pepsi, vodaphone….
More inspection for the dvb brand success
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. The massive use of the brand and the the
perception of his fans about his performance in
the field
Does this Dilute the brand