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

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

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

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

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