Brand it like Beckham
Subtitle: the story of how brand Beckham was built
By: Andy Milligan
Edition: New and updated ed.
Publisher: Marshall Cavendish
Published: 2010
Place of publication: Singapore; London
Language: eng
ISBN-13: 9789814276931
Subjects: Brand name products; Case studies; Business and Management
Description: This book explores what it is that makes the Beckham brand so resilient and so heroic. Is Beckham the product of a skilful management team able to take advantage of global media? Or is he just a talented footballer blessed with common sense and a rare commercial nous that previous icons lacked?
Notes: Previous edition: London: Cyan, 2004.
Table of contents: title: Beckham the product story; title: What is a brand and what is a celebrity brand?; title: Defining the Beckham brand; title: Beckham's brand identity; title: The Beckham brand in action; title: Commercialising the brand; title: Co-branding; title: Protecting the brand; title: The future of the brand; title: Goldenballs; title: Milestones in the development of the Beckham brand.