Brand it Like Beckham

The Story of how Brand Beckham was Built

Author: Andy Milligan

Publisher: Cyan Books

ISBN: 9780954282950

Category: Brand name products

Page: 205

View: 749

A fascinating look at David Beckham, a truly iconic brand of our times. bull; David Beckham is the most talked about, featured sportsman in the world today. bull; Book published to coincide with start of Euro 2004 football tournament - huge interest and coverage in Beckham and England team. bull; This is the first book to analyse the Beckham brand, and will provide a new perspective on this celebrity. bull; Wide media review and coverage guaranteed on publication. bull; A book that cuts across categories - sport, business, culture.

Celebrity, Convergence and Transformation

Author: Douglas Brownlie,Paul Hewer,Finola Kerrigan

Publisher: Routledge

ISBN: 1351742698

Category: Business & Economics

Page: 266

View: 448

Bringing together the latest thinking on both celebrity brands and celebrity culture from academics specialising in the field of marketing, this book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and culture. It unpacks the identity theoretics which have their origins in the turn to celebrity culture and the spectacle and glamour of mass-media practices. In doing so, the contributors hint at new forms of individuation where the line between the virtual and the actual is blurred, and where images of celebrities construct and deconstruct themselves. This book was originally published as a special issue of the Journal of Marketing Management.

Brand You

Turn Your Unique Talents into a Winning Formula

Author: John Purkiss,David Royston-Lee

Publisher: Pearson UK

ISBN: 0273779214

Category: Business & Economics

Page: 264

View: 7842

In the modern workplace, clearly defined hierarchies are on the wane, few of us have ‘jobs for life’ and many of us have portfolio careers or are self-employed. In these self-reliant times, it’s essential to be remembered for the right reasons. Brand You helps you develop a powerful personal brand, both on- and offline, and shows you how to: Discover your talents, values and purpose Become more visible in your market Make the most of your networks Build your brand online using blogs, LinkedIn, Facebook and Twitter Attract people who want what you do in the way that you do it This new, extended edition is the definitive guide to personal branding and is packed with new material on social media, charisma and discovering your mission, as well as new exercises and examples. It is supported by valuable extra tools. To succeed in today's fast-paced environment, you have to know yourself and be able to communicate your brand to the outside world. This book will show you how. Highly recommended.- Gemma Greaves, Marketing Director, The Marketing Society. A must-read for everyone, from trainees to board members.- Sanjay Shah, Chief Financial Officer, The London Clinic.

Marketing Graffiti

Author: Michael Saren

Publisher: Routledge

ISBN: 1136380086

Category: Business & Economics

Page: 304

View: 1765

Rejecting the managerially-driven structures normally imposed on the subject, Saren explains marketing from the perspective of the pivotal figure in the process: the consumer. He addresses readers as active consumers and producers of marketing, and therefore already well-equipped to appreciate the rationale and practice behind the process. Critically examining the wide range of products, businesses, technologies, information, services, ads, packaging and branding, Saren utilizes everyday images and phenomena to draw out the conceptual foundations of marketing in its social and cultural context that we all experience. By taking this alternative approach - linking the abstract concepts to the everyday world the reader already knows -Marketing Graffiti explains marketing as consumers experience it, as active participants in it reflecting the variety in the bricollage subject that is marketing.

Posh & Becks

Author: Andrew Morton

Publisher: Simon and Schuster

ISBN: 1416958126

Category: Biography & Autobiography

Page: 320

View: 4787

SHE IS A FASHION ICON WITH A LUST FOR FAME. HE IS POSSIBLY THE MOST FAMOUS ATHLETE ON THE PLANET. Together they are one of the most loved -- and hated -- pairs on Earth. This sensational, highly addictive biography delves beneath the Beckhams' glossy, glamorous facade to expose the real Posh and Becks behind the headlines and the hype. Celebrity biographer Andrew Morton, hailed for his insightful, in-depth coverage of luminaries such as Princess Diana and Madonna, explores in detail how David and Victoria Beckham followed their passions -- football and fame -- to become two of the most recognizable people in the world. From their individual childhood stories of relentlessly pursuing their dreams to achieving fame together on an international level, Posh and Becks have earned their unofficial titles as the "King and Queen of Popular Culture," and they never disappoint their fans -- or the tabloids -- when it comes to making news. Their whirlwind courtship, "royal" wedding, alleged affairs, and family struggles have been lived out under the glare of flashbulbs, which they seem to simultaneously court and shun as they attempt to balance their personal lives with their public personas. With up-to-date coverage and commentary on all things Beckham, including David's disappointing stint at Real Madrid and the family's relocation to Los Angeles, Posh & Becks lays bare the truth behind the tabloids on this fascinating couple.

Money Games

Profiting from the Convergence of Sports and Entertainment

Author: David Carter

Publisher: Stanford University Press

ISBN: 9780804776790

Category: Business & Economics

Page: 304

View: 6545

The businesses behind Dubai Sports City, the branding of David Beckham, and the presence and popularity of fantasy sports leagues on the internet are unmistakable indicators that the sports and the entertainment industries are quickly becoming one and the same. But, you needn't travel far or be a hard core sports fan to appreciate this fact. Whether you play Madden NFL on the Wii, use Nike+ along with your iPod to monitor your workouts, or channel surf and take note of the number of athlete-driven commercials, evidence of this transformation is ubiquitous in today's sports viewing and consuming experience. In recent years, the rapid convergence of sports and entertainment has been key to the sports business industry's continued growth and financial success. Money Games not only analyzes how industry stakeholders have monetized this convergence, but also provides readers with answers to this core question: how can the sports business continue to profit from the blurring of sports and entertainment? Author David M. Carter considers a wide array of implications for television content, video gaming, athlete branding, the Internet, mobile technology, gambling, sports-anchored real estate development, venue technology, and corporate marketing—in short, those areas where business opportunities exist now that sports and entertainment have become one. Money Games is a must-read for professionals and future leaders of the sports and entertainment industries, and sports fans will also find an intriguing story about the evolution of the games that they cherish and follow.

The Cambridge Companion to Football

Author: Rob Steen,Jed Novick,Huw Richards

Publisher: Cambridge University Press

ISBN: 1107014840

Category: Language Arts & Disciplines

Page: 313

View: 5501

Football is the world's most popular sport. It is a cultural phenomenon and a global media spectacle. For its billions of fans, it serves as a common language. But where does its enduring popularity come from? Featuring essays from prominent experts in the field, scholars and journalists, this Companion covers ground seldom attempted in a single volume about football. It examines the game's oft-disputed roots and traces its development through Europe, South America and Africa, analysing whether resistance to the game is finally beginning to erode in China, India and the United States. It dissects the cult of the manager and how David Beckham redefined sporting celebrity. It investigates the game's followers, reporters and writers, as well as its most zealous money makers and powerful administrators. A valuable resource for students, scholars and general readers, The Cambridge Companion to Football is a true and faithful companion for anyone fascinated by the people's game.

Brand America

The Mother of All Brands

Author: Simon Anholt,Jeremy Hildreth

Publisher: Cyan Communications

ISBN: 9781904879022

Category: Business & Economics

Page: 192

View: 8685

Offering a different, but significant, perspective on how America shapes the world, this book describes the ways in which America has become the largest and most powerful brand in the global marketplace. The three most profitable business sectors—entertainment, merchant banking, and information technology—are discussed along with the positive branding attributes that America has in abundance, including sporting prowess, technological achievement, wealth, and definitive youth lifestyle. Each title in this series features an in-depth, biographical look at one of today's top brands, such as Guinness, Adidas, and Starbucks. The brands included have all established themselves not only as financial successes but also as cultural icons. The storytelling style and eye-catching design of the books make learning about these innovative brands stimulating and enjoyable.

Fashion Marketing Communications

Author: Gaynor Lea-Greenwood

Publisher: John Wiley & Sons

ISBN: 1118496167

Category: Design

Page: 216

View: 3959

Fashion is all about image. Consequently, fashion marketingcommunications – encompassing image management and publicrelations, branding, visual merchandising, publicity campaigns,handling the media, celebrity endorsement and sponsorship, crisismanagement etc. – have become increasingly important in thefashion business. This textbook for students of fashion design, fashion marketing,communications and the media sets out all that they need for theincreasing number of courses in which the subject is a part.

My Sister's a Barista

How They Made Starbucks a Home from Home

Author: John Simmons

Publisher: N.A

ISBN: 9780954282967

Category: Brand name products

Page: 188

View: 3364

Just like the character in Moby Dick who gives the company its name, Starbucks has spread to every part of the world, making it one of today's most recognizable brands. In this thoughtful and elegantly written book, John Simmons explores the Starbucks story, providing fascinating insight into the factors that have made Starbucks a world-class brand. Like McDonald's and Coca-Cola, Starbucks has recently suffered at the hands of anti-globalization protesters. That alone is an indication of the reach and size of Starbucks today. Go to Beijing or Moscow, and you will find Starbucks, just like you would find McDonald's. What people there are buying is not just a latte or a Big Mac, but a brief excursion into America and the luxury that is seen to be American. But with the Starbucks story, there is also a deeper level that links with the sense that this brand - through its shops - creates gathering places for local communities. As a result, Starbucks is the quintessential brand of the modern age.


Author: N.A

Publisher: N.A


Category: Business

Page: N.A

View: 5086


Consumer Behavior

Buying, Having, and Being

Author: Michael R. Solomon

Publisher: Pearson Prentice Hall


Category: Business & Economics

Page: 694

View: 8485

For undergraduate and MBA courses in consumer behavior. Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people's social experiences.

Cases In Management

Author: P.S. Subbarao

Publisher: Discovery Publishing House

ISBN: 9788171419715

Category: Management

Page: 152

View: 5323

Contents: Solved Case Exercises, Cases in Marketing Management, Advertising and Marketing Communications, International Marketing, Introduction to Management, Introduction to Management-Exercises, Global Business Environment, Human Resource Management.

On Purpose

Delivering a Branded Customer Experience People Love

Author: Shaun Smith,Andy Milligan

Publisher: Kogan Page Publishers

ISBN: 0749471921

Category: Business & Economics

Page: 288

View: 1879

Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels. Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including: - Altro - Barclays Bank - Best Western - citizenM - IKEA - Lego - Liberty Global Business Services - London 2012 Olympics - Lush - Nissan - O2 - Timpson - Zappos


Global Cinema

Author: David Martin-Jones

Publisher: Edinburgh University Press

ISBN: 0748686541

Category: Social Science

Page: 264

View: 1801

Scotland: Global Cinema focuses on the explosion of filmmaking in Scotland in the 1990s and 2000s. It explores the various cinematic fantasies of Scotland created by contemporary filmmakers from all over the world who braved the weather to shoot in Scotla

Market Like You Mean It

Engage Customers, Create Brand Believers, and Gain Fans for Everything You Sell

Author: Al Lautenslager

Publisher: Entrepreneur Press

ISBN: 1613082738

Category: Business & Economics

Page: 265

View: 9839

Consumers are exposed to as many as 5,000 daily marketing messages via online, social media, and traditional marketing channels. Entrepreneurs will learn what it takes to get noticed by tapping into the playbooks of successful product producers including Nike, Red Bull, Steve Jobs, Dr. Dre and others. Successful marketer Al Lautenslager presents an entertaining look at what it takes to gain consumer buy-in and buzz across all marketing channels and reveals simple truths that any business can use to achieve the same, relative to their market. Led by Lautenslager, entrepreneurs learn how to zero in on their marketing goals, choose the best marketing tactics, integrate online and traditional marketing, and more. Points are illustrated through entertaining examples and case studies of little-known and well-known marketing and media phenomena such as flash mobs, Rachel Ray, Justin Bieber, and


How to be Brave in Business and Win

Author: Shaun Smith,Andy Milligan

Publisher: Kogan Page Publishers

ISBN: 0749463457

Category: Business & Economics

Page: 336

View: 4703

More than ever before business success depends on standing out from the crowd and delivering authentic experiences that turn your customers into advocates for your business. BOLD tells the stories of 14 companies that prove that brand building is now about completely rethinking the customer experience and redefining the relationship you have with your customers. Each inspiring story is told by the executives involved who were brave enough to pursue audacious goals, challenge industry norms and win. Winner of the E-book category of the CMI Management Book of the Year Awards (2011/12), BOLD puts the spotlight on Virgin Galactic, Innocent, O2, Air Asia X, Chilli Beans, Six Senses Resorts and Spas, Burberry, BBH, The Geek Squad, TNT Express, JCB, WWF, Umpqua Bank and These inspiring case studies demonstrate that putting purpose before profit, going way beyond what customers expect and relentlessly differentiating themselves from everyone else - in other words, being bold in thought, bold in execution and bold in measuring their success in new ways - pays off.

Die Arbeit mit Narinder Dhamis Roman 'Bend It Like Beckham' in einem Grundkurs der Jahrgangsstufe 11 als Beitrag zu interkulturellem Lernen

Author: Kristin Hammer

Publisher: GRIN Verlag

ISBN: 3656068887


Page: 62

View: 9937

Examensarbeit aus dem Jahr 2004 im Fachbereich Englisch - Padagogik, Didaktik, Sprachwissenschaft, Note: sehr gut (1,0), Studienseminar fur Lehramter an Schulen Rheine, Sprache: Deutsch, Anmerkungen: Enthalt Arbeitsblatter, Stundenentwurfe, eine Klausur und viele praktische Hinweise fur eine Unterrichtsreihe zu dem Roman 'Bend it like Beckham', zu dem bislang keine Lehrerhandreichungen erschienen sind., Abstract: Die internationale Verflechtung der modernen Alltagswelt ermoglicht in nie dagewesenem Masse das Aufeinandertreffen unterschiedlicher Kulturen. Um eine erfolgreiche Kommunikation und Kooperation zwischen diesen Kulturen zu gewahrleisten, werden vor allem sprachliche Fahigkeiten, Verstandnis und Toleranz benotigt. Im Berufsleben ist interkulturelle Kompetenz langst zur Schlusselqualifikation geworden. Diese Entwicklung tragt der Tatsache Rechnung, dass Verstandnis- und Verstandigungsprobleme nicht immer nur auf sprachliche Unterschiede zuruckzufuhren sind, sondern auch auf verschiedene eigenkulturelle Hintergrunde der jeweiligen Kommunikationspartner. International operierende Unternehmen haben erkannt, dass fur ihre Fuhrungskrafte die Fahigkeit, im beruflichen Alltag mit fremden Denkmustern umzugehen und Differenzen diplomatisch zu uberbrucken, unerlasslich ist. Der moderne Fremdsprachenunterricht versucht diesen gesellschaftlichen Anforderungen gerecht zu werden, indem er das Leitziel interkultureller Handlungsfahigkeit verfolgt. Aufgrund der Bedeutung des Englischen als lingua franca schafft insbesondere der Englischunterricht die sprachlichen Voraussetzungen fur Grenzuberschreitung zwischen den Kulturen." Oder, wie Steven Speight formuliert: "English has become the medium through which we gain access to international cultures of all kinds." Im Land Nordrhein-Westfalen sieht der Lehrplan fur dieses Fach die Hauptaufgabe des Fremdsprachenunterrichts der gymnasialen Oberstufe darin, jungen Menschen fur eine mehrsprachige Lebenswelt diejenigen Ke"

Global Brand Strategy

Unlocking Branding Potential Across Countries, Cultures & Markets

Author: Sicco Van Gelder

Publisher: Kogan Page Publishers

ISBN: 9780749444693

Category: Business & Economics

Page: 260

View: 2587

"A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.