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Great Brand Stories is a series that sets out to tell the inspiring stories of some of today’s top brands. Edited by brand expert John Simmons, the books focus on brands that have not only reaped huge profits for their owners, but also established themselves as icons of contemporary society.
Description: There is no one quite like David Beckham: brilliant footballer, dedicated athlete, fashion model, global icon and all-round celebrity. But Beckham the brand? Well, yes. This book shows David Beckham in a new light: as a man who has harnessed his skills and his growing fame to market himself in the same professional and disciplined way that a successful company markets its brands.
Here is the story of a new breed of sportsman: one who is as comfortable with the trappings of marketing, fashion and the media as he is with team strips, playing surfaces and training grounds. By looking at the key choices David Beckham has made on and off the pitch, this book helps us understand how he has achieved his phenomenal commercial success. It provides fresh insights for readers who know about branding, a glimpse of a different side of Beckham for people who know about football, and an account of individual effort and achievement for all of usReview: "Beckham is an essential textbook for understanding the business of global celebrity. Andy Milligan uses his expert knowledge of why great brands work to provide an invaluable insight into the Beckham marketing phenomenon."
David May, Head of Strategic Communications, BBC
Contents: Acknowledgments · Preface · Introduction · Warm up · Beckham the product story · What is a brand and what is a celebrity brand? · Defining the Beckham brand · Backham’s brand identity · The Beckham brand in action · Commercialising the brand · Co-branding · Protecting the brand · The future of the brand · Goldenballs · Milestones in the development of the Beckham brand · Epilogue : The golden balls-up? · Bibliography · ContactsAbout the Author: Andy Milligan is a consultant with the leading international brand consultancy, Interbrand, and Managing Director of its Singapore office.
Andy’s work has been with companies as diverse as Jacuzzi Corp, London Underground, Mercedes-Benz, Unilever, Thai Airways and Barclays Bank. Andy has also worked with sports organisations FIFA, FIBA, the international basketball federation, and the ATP. He led the Interbrand team that branded the 2002 FIFA World Cup — his most memorable project.
In 2002 he published his first book, the critically acclaimed Uncommon Practice: People who deliver a great brand experience (co-edited with Shaun Smith). ISBN - 9788130907772
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Pages : 208
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