Brand It Like Beckham

The Story of How Brand Beckham Was Built

Author: Andy Milligan

Publisher: Cavendish Square Publishing

ISBN: 9789814276931

Category: Business & Economics

Page: 223

View: 3691

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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?
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Celebrity, Convergence and Transformation

Author: Douglas Brownlie,Paul Hewer,Finola Kerrigan

Publisher: Routledge

ISBN: 1351742698

Category: Business & Economics

Page: 266

View: 1402

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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.
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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: 1745

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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.
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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: 3095

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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.
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Posh & Becks

Author: Andrew Morton

Publisher: Simon and Schuster

ISBN: 1416958126

Category: Biography & Autobiography

Page: 320

View: 5971

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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.
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Marketing Graffiti

Author: Michael Saren

Publisher: Routledge

ISBN: 1136380086

Category: Business & Economics

Page: 304

View: 1225

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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.
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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: 4213

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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.
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Brand America

The Mother of All Brands

Author: Simon Anholt,Jeremy Hildreth

Publisher: Cyan Communications

ISBN: 9781904879022

Category: Business & Economics

Page: 192

View: 8635

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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.
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Fashion Marketing Communications

Author: Gaynor Lea-Greenwood

Publisher: John Wiley & Sons

ISBN: 1118496167

Category: Design

Page: 216

View: 5288

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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.
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Consumer Behavior

Buying, Having, and Being

Author: Michael R. Solomon

Publisher: Pearson Prentice Hall

ISBN: N.A

Category: Business & Economics

Page: 694

View: 8408

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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.
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