harnessing the power of sports personality david beckham€¦ · david beckham _____ _____ david...
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SPORTS MARKETINGSPORTS MARKETINGSPORTS MARKETINGSPORTS MARKETINGSPORTS MARKETINGSPORTS MARKETINGSPORTS MARKETINGSPORTS MARKETINGHARNESSING THE POWER OF SPORTS HARNESSING THE POWER OF SPORTS
PERSONALITYPERSONALITY
David BeckhamDavid Beckham
Team A
Gert Binder
Jan Borkovec
Heike Engelke
Ulrike Gerlach
Tim Hendrich
Kristin Schmidt
Nicole Zocher
Jeannine Weber
Team B
Nadja Laue
Annabel Ludwig
Katrin Steinbrück
Rosa Weber
Team C
Patrick Grodzki
Florian Herold
Sebastian Kolditz
Thomas Lossow
Christian Müller
Tobias Steenhof
Nadin Tischer
Julian Wahlenberg
Florian Fritsch
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David BeckhamDavid BeckhamDavid BeckhamDavid BeckhamDavid BeckhamDavid BeckhamDavid BeckhamDavid Beckham________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
��David Robert Joseph BeckhamDavid Robert Joseph Beckham��bornborn 2nd May 1975 in 2nd May 1975 in LeytonstoneLeytonstone, London, London
��19911991-- 2002 2002 playedplayed forfor Manchester UnitedManchester United
��1996 start of 1996 start of relationshiprelationship withwith Victoria Adams (Victoria Adams (SpiceSpice Girls)Girls)��1999 1999 marriagemarriage withwith Victoria Adams Victoria Adams –– was was beginningbeginning of of beingbeing an an celebritycelebrity
��2003 2003 movedmoved to Real Madridto Real Madrid��2007 2007 movedmoved to LA to LA GalaxyGalaxy
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WhatWhatWhatWhatWhatWhatWhatWhat isisisisisisisis a brand?a brand?a brand?a brand?a brand?a brand?a brand?a brand?________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
�� everyevery brand brand isis differentdifferent
�� different different componentscomponents builtbuilt up a brandup a brand
((physicalphysical and emotional)and emotional)
academic academic model:Brandmodel:Brand IdentityIdentity prismprism
of David Beckhamof David Beckham
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Distinctive Features
Brand Identity prism
Personification
Relationship Character
Perception Affinity
customer
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DistinctiveDistinctiveDistinctiveDistinctiveDistinctiveDistinctiveDistinctiveDistinctive featuresfeaturesfeaturesfeaturesfeaturesfeaturesfeaturesfeatures PersonalityPersonalityPersonalityPersonalityPersonalityPersonalityPersonalityPersonality
WhoWho isis he? he? WhatWhat doesdoes he do? he do? WhatWhat personalitypersonality doesdoes he he projectproject??HowHow doesdoes he he looklook likelike?? WhatWhat kindkind of of personperson isis he?he?
--famousfamous manman
--football football playerplayer
--fatherfather of a of a familyfamily
--fashion, fashion, hairstylehairstyle and ad and ad iconicon
--modelmodel
--strongstrong, , talltall
--sexysexy
--attractiveattractive
--sportysporty
--reliablereliable--crediblecredible--trust trust worthyworthy--selfself confidentconfident--discretediscrete--socialsocial engagedengaged--seriousserious--quietquiet--humoroushumorous--friendlyfriendly--humblehumble
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CharacterCharacterWhatWhat valuesvalues doesdoes he he projectproject??
�� multidimensionalmultidimensional�� metrosexualmetrosexual�� popstarpopstar lifestylelifestyle, , butbut ratherrather quietquiet�� famousfamous�� lovelylovely�� naturalnatural�� humanhuman�� friendlyfriendly�� openopen--heartedhearted�� selfself--confidentconfident�� patientpatient�� seriousserious�� modern modern �� changeablechangeable
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RelationshipRelationshipRelationshipRelationshipRelationshipRelationshipRelationshipRelationshipHowHow doesdoes he he relaterelate to to customerscustomers??
familymanfamilyman�� familyfamily playsplays a a bigbig rolerole in his lifein his life�� responsibleresponsible�� naturalnatural�� downdown--toto--earthearth�� lovelylovely
footballerfootballer��teamplayerteamplayer��sportysporty��thoughfulthoughful
advertisingadvertising brand & brand & fashionfashion iconicon�� changeschanges his his looklook veryvery oftenoften�� idolidol forfor manymany peoplepeople�� openopen--mindedminded to to newnew ideasideas�� becausebecause: :
attractiveattractive, modern, , modern, trendytrendy, sexy, , sexy, charismaticcharismatic, , neatneat……..
friend�tries to help other people for non-profit�interested in those around him
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PolicePolice
�� replacedreplaced Antonio Antonio BanderasBanderas
�� 1,1 1,1 MioMio €€
Motorola AURAMotorola AURA
�� 3 3 yearsyears
�� 4,5 4,5 MioMio €€
�� worldwideworldwide
PerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionA brand A brand forfor whatwhat??
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GilletteGillette
�� 3 3 yearsyears
�� 2,8 2,8 MioMio €€ per per yearyear
PepsiPepsi
�� startedstarted 19981998
�� 10 10 yearsyears
�� 2,5 2,5 MioMio €€ per per yearyear
PerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionA brand A brand forfor whatwhat??
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AdidasAdidas
�� ownown logologo
�� ownown collectioncollection
�� 56 56 MioMio €€
PerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionA brand A brand forfor whatwhat??
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EmporioEmporio ArmaniArmani
�� onlyonly underwearunderwear
�� startedstarted 20082008
�� 3 3 yearsyears
�� 28 28 MioMio €€
CotyCoty cosmeticscosmetics
�� ownown perfumesperfumes
�� 18 18 €€ forfor 30 ml30 ml
PerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionA brand A brand forfor whatwhat??
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PerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionA brand A brand forfor: : charitycharity workwork
�� V&D Beckham V&D Beckham CharitableCharitableTrustTrust
�� Malaria No Malaria No MoreMore UKUK�� HelpHelp forfor HeroesHeroes�� UNICEFUNICEF�� Harlem Harlem YouthYouth SoccerSoccer�� Red CrossRed Cross�� Comic ReliefComic Relief�� National Society National Society forfor thethe
PreventionPrevention of of CruelityCruelity to to ChildrenChildren
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David in David in David in David in David in David in David in David in missionmissionmissionmissionmissionmissionmissionmission
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AffinityAffinityAffinityAffinityAffinityAffinityAffinityAffinityHowHow doesdoes he he appealappeal to to othersothers??
Young Young generationgeneration
�� trendsettertrendsetter
�� idolidol / / rolerole modelmodel
�� footballfootball starstar
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AffinityAffinityAffinityAffinityAffinityAffinityAffinityAffinityHowHow doesdoes he he appealappeal to to othersothers??
MidMid--generationgeneration
�� familyfamily guyguy
�� commitmentcommitment in in charitycharity
�� successfulsuccessful
�� sexsex symbolsymbol
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AffinityAffinityAffinityAffinityAffinityAffinityAffinityAffinityHowHow doesdoes he he appealappeal to to othersothers??
ElderlyElderly generationgeneration
�� perfectperfect sonson--inin--lawlaw
�� gentlemangentleman
�� commitmentcommitment in in charitycharity
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Jeannine Heike
NicoleNadin
JanTim
Kristin
Ulrike
Rosa
Nadja AnnabelKatrinThomas
Julian
Tobias
Christian
Sebastian Florian Florian
Patrick
Keith
Gert