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 Steinbrck

Rosa Weber

Team C

Patrick Grodzki

Florian Herold

Sebastian Kolditz

Thomas Lossow

Christian Mller

Tobias Steenhof

Nadin Tischer

Julian Wahlenberg

Florian Fritsch

David BeckhamDavid BeckhamDavid BeckhamDavid BeckhamDavid BeckhamDavid BeckhamDavid BeckhamDavid Beckham________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

David Robert Joseph BeckhamDavid Robert Joseph Beckhambornborn 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 Madrid2007 2007 movedmoved to LA to LA GalaxyGalaxy

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

Distinctive Features

Brand Identity prism

Personification

Relationship Character

Perception Affinity

customer

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

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

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

footballerfootballerteamplayerteamplayersportysportythoughfulthoughful

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..

friendtries to help other people for non-profitinterested in those around him

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??

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??

AdidasAdidas

ownown logologo

ownown collectioncollection

56 56 MioMio

PerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionPerceptionA brand A brand forfor whatwhat??

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??

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

David in David in David in David in David in David in David in David in missionmissionmissionmissionmissionmissionmissionmission

AffinityAffinityAffinityAffinityAffinityAffinityAffinityAffinityHowHow doesdoes he he appealappeal to to othersothers??

Young Young generationgeneration

trendsettertrendsetter

idolidol / / rolerole modelmodel

footballfootball starstar

AffinityAffinityAffinityAffinityAffinityAffinityAffinityAffinityHowHow doesdoes he he appealappeal to to othersothers??

MidMid--generationgeneration

familyfamily guyguy

commitmentcommitment in in charitycharity

successfulsuccessful

sexsex symbolsymbol

AffinityAffinityAffinityAffinityAffinityAffinityAffinityAffinityHowHow doesdoes he he appealappeal to to othersothers??

ElderlyElderly generationgeneration

perfectperfect sonson--inin--lawlaw

gentlemangentleman

commitmentcommitment in in charitycharity

Jeannine Heike

NicoleNadin

JanTim

Kristin

Ulrike

Rosa

Nadja AnnabelKatrinThomas

Julian

Tobias

Christian

Sebastian Florian Florian

Patrick

Keith

Gert