Case David Beckham Essay

646 words - 3 pages

Chusheva Anna, 1307
Case about David Beckham
1) What were the reasons for his success as an endorser? What values did he
signify as a brand and what were the advantages that the companies who used him obtained?
Main reason for success as an endorser is that David Beckham was a great football player with a lot of trophies; he is famous because of his perfect skills and special style of playing. He played for Manchester United which is one of the most famous team all around the world, which is also important.
Moreover, David Beckham had good looks, charisma and social lifestyle, so-called paparazzi lover. Media showed him as the icon of youth and always reported ...view middle of the document...

Speaking not about football, but concerning personal endorsements Beckham shifted to Real Madrid really well. Moreover, his popularity in Asia increased awareness and support of Real Madrid, as about 5 millions of Asian people shifted loyalties from MU to Real. His charisma and popularity let Real Madrid to attract people that were not interested in football. That extended the market for the club’s merchandise. At last, Beckham generated between 6 and 10 millions of pounds per year for the club.
However, it created a lot of criticism for paying such a price for one player. Demand for soccer and soccer stars decreased in Britain after negotiation with Real Madrid. The viewing figures plummeted; clubs laid off number of players so Manchester United lost more money (and fans) than they received. It could be stated that price that was paid for Beckham was unjustified.
3) What are the implications of using people as brands? What are the advantages and disadvantages experienced by the company as well as the celebrity?

Other Papers Like Case David Beckham

The Weaker Vessel? a Look Into How Popular Fashion Media Is Portraying Traditional Male Misogynist Values in Its Advertising

1428 words - 6 pages the power over someone. Although the adverts are very current, is it old in it ideals or is it so extreme it falls in the world of art. In the 21st Century we have seen the decline of the macho man and the birth of metro-sexual such as David Beckham. The advert fits a very traditional set of ideals which no longer have place in our modern media. With this contextualisation in mind the images depict a fantasy held by the upper class where the

Economic Justification for High Salaries in Sport

2631 words - 11 pages , to balance their books or break even. Under the concept, clubs cannot repeatedly spend more than their generated revenues, and clubs will be obliged to meet all their transfer and employee payment commitments at all times” [ (UEFA, 2012) ]. This would be a new factor that needs to be introduced into economic models. Furthermore, it could be viewed that the traditional business model of Football clubs is changing, as in the case of David Beckham

How the Celebrity Endorsement Is Perceived by the Australian Consumers

2148 words - 9 pages , supported even his own brand such as Michael Jordan men’s cologne and later Nike subsidiary Jordan Brand. (Keller 2008, p. 306) Some icons have maintained their success in endorsement, e.g. David Beckham. Milligan believed Beckham’s composition as the footballer and adaptable parts, change in style and image preserved his endorsement (Powell, Hardy, Hawkin & Macrury 2009, p. 103). The celebrities are good at generating attention, recall and

Corporate Comiunications - Adidas

2554 words - 11 pages Adidas Sport Performance, Adidas Originals and all Adidas sub brands mentioned in section 2.1. The commercial gave the world a sight into the brand and its umbrella of sports culture. The commercial sees many well known celebrity faces throughout the 2 minute commercial such as Lionel Messi, David Beckham, Derrick Rose, Katy Perry and many other musical idols (Riley-Smith;2011). Ultimately the commercial was a massive success it helped the Adidas

Applied Research Technologies

5436 words - 22 pages . ________________________________________________________________________________________________________________ HBS Professor Christopher A. Bartlett and Heather Beckham prepared this case solely as a basis for class discussion and not as an endorsement, a source of primary data, or an illustration of effective or ineffective management. This case, though based on real events, is fictionalized, and any resemblance to actual persons or entities is coincidental. There are occasional references to actual companies in the

Gillette Case Study

4845 words - 20 pages their goals and objectives. The company has had a number of high profile and sought out endorsees, some including: Tiger Woods, Roger Federer, Alex Ovechkin, Derek Jeter, Thierry Henry, David Beckham, Dave Chappelle, Dale Earnhardt, Jr., Ray Rice, Denny Hamlin, Matt Ryan, Carlos Gonzalez, Evan Longoria, Ryan Lochte and Kyle Busch (Athlete Promotions, 2016). The firm continues with its strong R&D in order to stay on top of certain trends and

The Internet and Business, a Comparison of Asos and Topshop

3822 words - 16 pages adopters and sees social classes from B to D, as their prices are widely ranged from affordable low to premium high street. Customers can, with limitations, purchase similar merchandise from other stores for lower prices, which makes their bargaining power medium to low. Topshop targets a similar age group up to 24 years and social classes C1 to D, but also sees celebrity customers such as Kate Moss, Victoria Beckham and others. They are fashion

unit 9 p1 business

3339 words - 14 pages adverts have featured the likes of Beyonce and a host of instantly recognisable footballers such as Lionel Messi and David Beckham. Pepsi choosing to use celebrities in their TV advertising is because they feel it will help them connect to their target audience (younger people/teenagers) better as celebrities are also role models and it will help create brand loyalty. Coca-Cola and Pepsi’s rivalry even reaches jockeying for the most popular

Research Paper-Merger of Adidas and Reebok

3077 words - 13 pages identity co-branding. (2005). For the advertising, it could possibly integrate some of athletes and celebrity sponsored by the two companies, for instance, Adidas sponsors Andre Agassi and David Beckham, while Reebok sponsors Allen Iverson and Yao Ming. The Reebok acquisition can not only help Adidas to take more market share in the U.S., but also could help Adidas in developing the Asia market, such as China, Korea, and Malaysia, because Adidas hasnâ

Celebrity Endorsement - Athlete

4494 words - 18 pages , 1994). This would be negative, because source credibility being an important determinant for effectiveness. Another effect related to very successful high-endorsing celebrities is, that the celebrity can become such a strong brand him/herself (e.g. David Beckham) that the endorser “eclipses” the product. This means, that the actual brand does not get the awareness desired by the endorsement deal, but rather just the celebrity is more exposed

Drapers 2012 Retail Forecast Report Summarised

3703 words - 15 pages sector, and has sales grow by over 170% in the five years to 2011/12. A key marketing strategy, largely implemented by retailers Topshop and H&M is collaborations. This is a necessity in the current economic climate and the way in which consumers are spending on clothing as they are in demand for new and innovative products. H&M has seen an increase in sales prominently due to their collaborations with Versace, David Beckham, Lanvin and Jimmy

Related Essays

Analysis Of The David Beckham Story

2264 words - 10 pages Analysis of The David Beckham Story In this essay I shall review, analyse and comment on a television documentary entitled "The David Beckham story". David Beckham is a tremendously well-known public figure. He became famous at the age of 19 when he started playing football for Manchester united. He is currently the captain of England's football squad and is a prominent highly paid fashion model. David models for

United's Future Essay

978 words - 4 pages consistency in his leadership style. In the twenty-six years as the manager, he never allowed any player to challenge his power, even the most famous player in the world. The classic example is when he sold David Beckham, who was the captain for England International team and had been serving in the team for more than ten years, to Real Madrid after the “Boot Kick” incidence in 2003. He alarmed the dressing room that everyone could be replaced

Thomas Green Essay

1106 words - 5 pages ; Beckham, 2008).Shannon McDonald had hired Green because she was counting on him to do a job well done, instead he lacked the managerial experience in his job position .McDonald and Davis wanted Green to think strategically and outside of the box , but Green was only concerned with the sales target. He listened to Davis but was very doubtful of his expectations for him. Davis thought that Green would do his duties as a senior market specialist, but

Outlined To Different Psychological Approaches To Identity. What Are The Strengths And Weaknesses Of Each

2167 words - 9 pages language used, social groups and media all influence individuals within sub-groups, in addition to this (Phoenix, 2007, p69) contributes ‘histories and histories of cultures’ which appeared ingrained in peoples lives. Secondly the ‘constructionist’ part is stating that all interactions between people are purposefully constructed which creates an understanding of the world. For example, a director of a company may wear a suit and have a brief case that