Case Study Report

Case Study Report

Questions

What were the reasons for the success of David Beckham as an endorser? What values did he signify as a brand and what were the advantages that the companies who used him obtained?

David Beckham is a successful endorser not merely for his skills of football but is also known specifically for the non-sportive characteristics that he possesses. These include his image, good looks, charisma, style, and a lifestyle like that of a pop star, which has greatly been leveraged by Victoria, his wife. His variety of brand values are broad enough and include him being the world class, winner, powerful, and in fashion. Due to such image, Beckham is acknowledged as one of the global brands that are appropriate for many segments of the market.

The brand endorses, David Beckham, has some limits and restrictions because of his connections with the soccer world wide. While, the brand endorser is, demographically, attractive and appealing not merely for the male segment but also charms the female segment and includes the niche gay market because of his stylish and fashion image. Nowadays, the two latter market segments are of great significance due to their enhanced spending power. Beckham is liked by every segment of consumers, irrespective of its psychographic and demographic characteristic. This is for the reason that this brand endorses blends numerous but distinctive values that are significant for the various segments.

While looking at the product endorsement, the customer or consumer tends to buy the services or product for three primary reasons: quality, quantity and price, and the endorser of the product or brand ambassador. During the period of late 1990s and in the early part of the twenty-first century, David Beckham became known as the hottest marketing machine after Michael Jordan. Having good looks, talent in football playing, attractive style, good image, and being a pop star's husband made him a successful endorser. Later, David Beckham started being used by the companies as a representative of a life style icon, and he appeared in different advertisement dressed in casual clothes instead of being screened as a football player. Therefore, different product categories and companies can use this brand endorser as a celebrity endorsement.

After being hired by the companies as their brand endorser, David Beckham always gave them positive results and fulfilled their expectations resulting in boosting the sale of their products/services. The market trends would be changed by his endorsements. For instance, only by older men used the Brylcreem hair styling gel prior to the endorsement of David Beckham for this particular product. Ultimately, this hair gel started being used by even the potential young buyers. A good brand endorser is required to depict particular values associated with the product/service that are being endorsed by the endorser to the existing and the potential buyers. For instance, marketing boxing gloves would require the endorser to exhibit the importance as well as the respect towards boxing as a sport. Similarly, David Beckham presented to the viewers and customers ...