What does he do? What personality does he project? How does he ...
What does he do? What personality does he project? How does he ...
What does he do? What personality does he project? How does he ...
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SPORTS SPORTS SPORTS SPORTS MARKETING<br />
MARKETING<br />
MARKETING<br />
MARKETING<br />
HARNESSING THE POWER OF SPORTS<br />
PERSONALITY<br />
David Beckham<br />
Team A<br />
Gert Binder<br />
Jan Borkovec<br />
Heike Engelke<br />
Ulrike Gerlach<br />
Tim Hendrich<br />
Kristin Schmidt<br />
Nicole Zoc<strong>he</strong>r<br />
Jeannine Weber<br />
Team B<br />
Nadja Laue<br />
Annabel Ludwig<br />
Katrin Steinbrück<br />
Rosa Weber<br />
Team C<br />
Patrick Grodzki<br />
Florian Herold<br />
Sebastian Kolditz<br />
Thomas Lossow<br />
Christian Müller<br />
Tobias Steenhof<br />
Nadin Tisc<strong>he</strong>r<br />
Julian Wahlenberg<br />
Florian Fritsch
David David David David Beckham<br />
Beckham<br />
Beckham<br />
Beckham<br />
________________________________________________________________<br />
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________________________________________________________________<br />
________________________________________________________________<br />
________________________________________________________________ ______________________________________________<br />
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��David David Robert Joseph Beckham<br />
��born born 2nd May 1975 in Leytonstone, Leytonstone,<br />
Lon<strong>do</strong>n<br />
��1991 1991- 2002 played for Manc<strong>he</strong>ster United<br />
��1996 1996 start of relationship with Victoria Adams (Spice ( Spice Girls)<br />
��1999 1999 marriage with Victoria Adams – was beginning of<br />
being an celebrity<br />
��2003 2003 moved to Real Madrid<br />
��2007 2007 moved to LA Galaxy
<strong>What</strong> <strong>What</strong><br />
<strong>What</strong><br />
<strong>What</strong> is is<br />
is<br />
is a a a a brand?<br />
brand?<br />
brand?<br />
brand?<br />
________________________________________________________________<br />
_______________________________________________________________________________________________<br />
________________________________________________________________<br />
________________________________________________________________<br />
________________________________________________________________ _______________________________<br />
_______________________________<br />
_______________________________<br />
�� every brand is different<br />
�� different components built up a brand<br />
(physical physical and emotional)<br />
academic model:Brand Identity prism<br />
of David Beckham
Distinctive Features<br />
Brand Identity prism<br />
Personification<br />
Relationship Character<br />
Perception Affinity<br />
customer
Distinctive Distinctive<br />
Distinctive<br />
Distinctive features features<br />
features<br />
features Personality<br />
Personality<br />
Personality<br />
Personality<br />
Who is <strong>he</strong>? <strong>What</strong> <strong><strong>do</strong>es</strong> <strong>he</strong> <strong>do</strong>? <strong>What</strong> <strong>personality</strong> <strong><strong>do</strong>es</strong> <strong>he</strong> <strong>project</strong>? <strong>project</strong><br />
<strong>How</strong> <strong><strong>do</strong>es</strong> <strong>he</strong> look like? like<br />
<strong>What</strong> kind of person is <strong>he</strong>?<br />
-famous famous man<br />
-football football player<br />
-fat<strong>he</strong>r fat<strong>he</strong>r of a family<br />
-fashion, fashion, hairstyle and ad icon<br />
-model model<br />
-strong strong, , tall<br />
-sexy sexy<br />
-attractive attractive<br />
-sporty sporty<br />
-reliable reliable<br />
-credible credible<br />
-trust trust worthy<br />
-self self confident<br />
-discrete discrete<br />
-social social engaged<br />
-serious serious<br />
-quiet quiet<br />
-humorous humorous<br />
-friendly friendly<br />
-humble humble
Character<br />
<strong>What</strong> values <strong><strong>do</strong>es</strong> <strong>he</strong> <strong>project</strong>? <strong>project</strong><br />
�� multidimensional<br />
�� metrosexual<br />
�� popstar lifestyle, lifestyle,<br />
but rat<strong>he</strong>r quiet<br />
�� famous<br />
�� lovely<br />
�� natural<br />
�� human<br />
�� friendly<br />
�� open-<strong>he</strong>arted<br />
open <strong>he</strong>arted<br />
�� self-confident<br />
self confident<br />
�� patient<br />
�� serious<br />
�� modern<br />
�� changeable
Relationship<br />
Relationship<br />
Relationship<br />
Relationship<br />
Relationship<br />
<strong>How</strong> <strong><strong>do</strong>es</strong> <strong>he</strong> relate to customers?<br />
customers<br />
familyman<br />
�� family plays a big role in his life<br />
�� responsible<br />
��<br />
��<br />
��<br />
natural<br />
<strong>do</strong>wn-to <strong>do</strong>wn to-earth earth<br />
lovely<br />
footballer<br />
��teamplayer teamplayer<br />
��sporty sporty<br />
��thoughful thoughful<br />
friend<br />
�tries to <strong>he</strong>lp ot<strong>he</strong>r people for non-profit<br />
�interested in those around him<br />
advertising brand & fashion icon<br />
�� changes his look very often<br />
�� i<strong>do</strong>l for many people<br />
�� open-minded<br />
open minded to new ideas<br />
�� because: because:<br />
attractive, attractive,<br />
modern, trendy, trendy,<br />
sexy,<br />
charismatic,<br />
charismatic,<br />
neat…. neat
Perception<br />
Perception<br />
Perception<br />
Perception<br />
Perception<br />
A brand for what?<br />
what<br />
Police<br />
�� replaced Antonio<br />
Banderas<br />
�� 1,1 Mio €<br />
Motorola AURA<br />
�� 3 years<br />
�� 4,5 Mio €<br />
�� worldwide
Perception<br />
Perception<br />
Perception<br />
Perception<br />
Perception<br />
A brand for what?<br />
what<br />
Gillette<br />
�� 3 years<br />
�� 2,8 Mio € per year<br />
Pepsi<br />
�� started 1998<br />
�� 10 years<br />
�� 2,5 Mio € per year
Perception<br />
Perception<br />
Perception<br />
Perception<br />
Perception<br />
A brand for what?<br />
what<br />
Adidas<br />
�� own logo<br />
�� own collection<br />
�� 56 Mio €
Perception<br />
Perception<br />
Perception<br />
Perception<br />
Perception<br />
A brand for what?<br />
what<br />
Emporio Armani<br />
�� only underwear<br />
�� started 2008<br />
�� 3 years<br />
�� 28 Mio €<br />
Coty cosmetics<br />
�� own perfumes<br />
�� 18 € for 30 ml
Perception<br />
Perception<br />
Perception<br />
Perception<br />
Perception<br />
A brand for: for:<br />
charity work<br />
�� V&D Beckham Charitable<br />
Trust<br />
�� Malaria No More UK<br />
�� Help for Heroes<br />
�� UNICEF<br />
�� Harlem Youth Soccer<br />
�� Red Cross<br />
�� Comic Relief<br />
�� National Society for t<strong>he</strong><br />
Prevention of Cruelity to<br />
Children
David David David David David in in<br />
in<br />
in mission<br />
mission<br />
mission<br />
mission
Affinity<br />
Affinity<br />
Affinity<br />
Affinity<br />
<strong>How</strong> <strong><strong>do</strong>es</strong> <strong>he</strong> appeal to ot<strong>he</strong>rs? ot<strong>he</strong>rs<br />
Young generation<br />
�� trendsetter<br />
�� i<strong>do</strong>l / role model<br />
�� football star
Affinity<br />
Affinity<br />
Affinity<br />
Affinity<br />
<strong>How</strong> <strong><strong>do</strong>es</strong> <strong>he</strong> appeal to ot<strong>he</strong>rs? ot<strong>he</strong>rs<br />
Mid-generation<br />
Mid generation<br />
�� family guy<br />
�� commitment in charity<br />
�� successful<br />
�� sex symbol
Affinity<br />
Affinity<br />
Affinity<br />
Affinity<br />
<strong>How</strong> <strong><strong>do</strong>es</strong> <strong>he</strong> appeal to ot<strong>he</strong>rs? ot<strong>he</strong>rs<br />
Elderly generation<br />
�� perfect son-in son in-law law<br />
�� gentleman<br />
�� commitment in charity
Keith<br />
Thomas<br />
Christian<br />
Jan<br />
Rosa<br />
Patrick<br />
Sebastian<br />
Jeannine Heike<br />
Tim<br />
Florian<br />
Nadin<br />
Nicole<br />
Nadja Annabel<br />
Tobias<br />
Gert<br />
Julian<br />
Kristin<br />
Florian<br />
Ulrike<br />
Katrin
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