Case 4.9 The 'david Beckham' Brand (Icfai)

2024 words - 8 pages

SUMMARY:David Beckham was one of the most popular soccer stars in the late 1990s and the early 21st century. His amazing ability to score from free kicks coupled with his good looks earned him a lot of admirers in Europe and Asia. He was also one of the most sought after celebrities to endorse products and a number of important companies vied to sign him on for endorsements. Born of middle class parents, David Beckham was obsessed with football from his childhood and always dreamed of playing professionally. He was signed up by Manchester United, one of the most popular football clubs in Europe, first as a trainee and later, as a full fledged member of the club. 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. Beckham had endorsement deals with companies like Vodafone, Adidas, Pepsi, Brylcreem and Mark and Spencer's besides some Japanese companies. Analysts estimated the value of his brand to be worth over 200 million pounds. In 2003, when Manchester United sold Beckham to Real Madrid, a Spanish club, it created a furor among advertisers as well as football fans. Analysts said that Real Madrid's purchase of him was motivated more by his commercial appeal than his football skills. The move had great implications for the concerned clubs, Beckham, as well as all his sponsors.TEACHING OBJECTIVES & TARGET AUDIENCE:The teaching objectives of the case are:* To understand the reasons behind the trend of using celebrities to endorse products and the benefits that a company obtains by doing so.* To discuss how certain celebrities signify certain values and the role they play in creating new trends in the market.* To analyze a company's potential to tap new markets by using a celebrity who enjoys considerable power and appeal in those markets.* To explain the pitfalls in depending excessively on a celebrity to carry a product through and the risks that companies face by using a celebrity who is over exposed.* To examine the risk a celebrity faces of having his name endorse a product without his approval.The case is meant for MBA/PGDBM students and is intended to be a part of the Marketing curriculum.TEACHING APPROACH & STRATEGY:This case can effectively be used in classroom discussions as well as distance learning programs. The moderator can open the discussion by asking students to discuss the trend of using celebrities to endorse products and the issues involved in using them. Students can then discuss the growth of Beckham as a brand and his ability to endorse a variety of products ranging from chocolates to software. The students can also discuss the unique characteristics of Beckham which make him so popular as an endorser and the benefits...

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