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David Beckham Case Study

David Beckham Case Study

  • Submitted By: rs1133
  • Date Submitted: 04/29/2013 8:31 AM
  • Category: Miscellaneous
  • Words: 3731
  • Page: 15
  • Views: 3

MKT 3130 – International Marketing
The ‘David Beckham’ Brand
Module Tutor : Mr. Alun Epps
Name: Riddhi Shah
MISIS: M00332215
Word Count: 3400 Words




TABLE OF CONTENTS
1. INTRODUCTION………………………………………………….3
2. QUESTION 1……………………………………………………….5
3. QUESTION 2……………………………………………………….9
4. QUESTION 3……………………………………………………….12
5. QUESTION 4……………………………………………………….15
6. CONCLUSION……………………………………………………..16
7. REFERRENCES…………………………………………………….17


THE ‘DAVID BECKHAM’ BRAND
The Case study, “The David Beckham Brand”, discusses the ‘Midas touch’ characteristic of David Beckham. It has been shown through this case study as though no matter what he endorses, or does becomes the next big trend. It takes us through a rather mind boggling journey of David Beckham and how he rose from rags to riches. David Beckham is a successful endorser not only for his football skills but especially for his non-sportive attributes like his good looks, healthy lifestyle, his charm and charisma, his fashion sense and of course the leverage he possessed by marrying Victoria. This article speaks about Beckham’s various endorsements in different industries and the benefits he and the different brands reap from each other. This piece of literary work paints a picture of the different phases of growth of the ‘Beckham Brand’ while identifying the sources of his brand equity. It speaks about Beckham’s growth in Manchester United and the benefits he gained after his transfer to Real Madrid. This case study also encompasses the family value of the David Beckham brand and how that facto plays such a crucial role in building his fan following. This essay will answer the questions after carrying out an extensive research and hence it shall be established by then end the reasons of how and why David Beckham is after all Midas. Before answering the questions, let us first see who Beckham is.
INTRODUCTION
David Robert Joseph Beckham is a famous English...

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