Brand it like Beckham

The story of how Brand Beckham was built
Andy Milligan

A look at a truly iconic brand of our times.

There is no one quite like David Beckham: brilliant footballer, dedicated athlete, fashion model, global icon and all-round celebrity. But Beckham the brand? Well, yes. This book shows David Beckham in a new light: as a man who has harnessed his skills and his growing fame to market himself in the same professional and disciplined way that a successful company markets its brands.

Here is the story of a new breed of sportsman: one who is as comfortable with the trappings of marketing, fashion and the media as he is with team strips, playing surfaces and training grounds. By looking at the key choices David Beckham has made on and off the pitch, this book helps us understand how he has achieved his phenomenal commercial success. It provides fresh insights for readers who know about branding, a glimpse of a different side of Beckham for people who know about football, and an account of individual effort and achievement for all of us.

"Fascinating book. [Milligan] explains and conveys the essence of modern brand management in a highly accessible and readable manner."
The Chartered Institute of Marketing, 'The Marketer'

"An essential textbook for understanding the business of global celebrity... provides an invaluable insight into the Beckham marketing phenomenon."
David May, Head of Strategic Communications, BBC

ANDY MILLIGAN is a leading brands expert who has worked on major sports branding projects (including the 2002 FIFA World Cup).
He is currently a director of Interbrand, the world’s largest brand management consultancy. He is the author of Uncommon Practice (Prentice Hall, 2002).

0-9542829-5-7
£7.99 PB
Rights: All
Sales territory:World