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Managing Brand Beckham 

The Independent today has an article on how the of player adds value to the team of . Beckham is referred to as a ‘ phenomenon’, and he probably is: from dolls to football shirts, though no Simpsons cartoon voices yet.
   Or, put another way, Real has a personification of its in Beckham, with all its inherent risks (fiction in , his performance each season). However, it means a team cannot just manage its on-field performance and its games. It must adopt all the trappings of , gauging reactions, and analysing its . It needs to inject glamour to pump up its players, and Beckham’s marriage to a is Real’s Heaven-sent gift, where the glamour was already there when United sold the player for a reported £20 million.
   In football, or any sport, brand management is tougher, because the cannot be planned as readily. Personal branding is less refined as a discipline, though there are tools (such as Managing Brand Me). It is truly dependent on people: specifically, it is dependent on their manner and . In which case, a football team brand may be one of the most easily affected ones out there: fans will react instantly to rumour and misreporting, a bad game, or real misbehaviour off the pitch. here could be one of the easier parts of the whole process.
   Bottom line, however, is this: a is very much like a personal brand. Behave in line with the values you say you have, and all is well. Go against it, and there will be reactions. And, the more and you reach, the more you can affect your brand’s —and is something that David Beckham brings to the table in droves.
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.

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