The 'David Beckham' Brand
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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.
Beckham quickly made a name for himself, with his signature free kicks where he had the ability to curve the ball in the air towards the goal, misleading defenders and goal keepers. Beckham and his wife, Spice Girl Victoria Adams were fashion icons in the UK and merited a lot of tabloid coverage. They were also sought after endorsers of a number of products.
• Reasons behind the trend of using celebrities to endorse products and the benefits that a company obtains by doing so.
David Beckham, soccer stars,1990, ability, score, free kicks, good looks, admirers, Europe, Asia, endorse products, important, companies, middle class parents, David Beckham, football, childhood, playing professionally, Manchester United, signature free kicks, curve the ball, misleading defenders, goal keepers,Beckham, Spice Girl, Victoria Adams, UK, tabloid coverage, Vodafone, Adidas, Pepsi, Brylcreem, Mark Spencer, 200 million pounds, 2003
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