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

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

10. A PPLYING THE A AKER MODEL :

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

30. R ECOMMENDATIONS :

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

36. T HANK Y OU