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Brand it like Beckham
Opgave 1)
David Beckham is extremely popular right now. He just launched his own fragrance which also is extremely popular. A lot of people buy Adidas soccer boots just because Beckham is wearing them, and he also had an extremely good effect on the new advertise from Gillette Mach3.
When Beckham played for Manchester United they became almost the biggest (worth in money) sport franchise in the world – only beaten by the American NFL-team Washington Redskins, means they became the biggest soccer team in the world. Today Manchester United is still number 2 on the list, but the value of Real Madrid is increasing and is now heading top 5 with Beckham as their leader.
When Manchester United confirmed the transfer of David Beckham to Real Madrid with a transfer payment of Ј25 million a lot of people was surprised. Ј25 million is a lot of money for at footballer, but Real Madrid knew that they were going to earn a lot more because of his popularity. David Beckham is a great footballer, but his extremely popularity comes from the fashion icon David Beckham – not the footballer David Beckham.
A lot of his popularity comes of course from his wife Victoria “Posh” Beckham. She is, or was a giant fashion icon. She is also wearing the right things and being the right places, and David and Victoria Beckham is one of the most popular couple in the world, and that is in spite of all the media rumours about David Beckham cheating on her when he was living in Madrid without her.
An icon like Beckham is a fashion icon that does all the right things. He is with the good-looking ladies, driving the expensive cars and is earning a lot of money. He is also dressed in the best-looking and newest clothes from top designers around the world and his hair-styling is changing like normal people are changing their pants. If Beckham is seen with some new clothes or new a watch etc. a lot of young people want the same as Beckham is wearing because he is a popular guy, and a lot of people would like to be in his shoes. He has done the right things to become popular and I guess his marriage with Victoria is the most important to his popularity.
Icons are important to young people because a lot of young people would like to be as their icon and they are ready to work hard for it.
I t is important to mention that an icon not has to be a famous superstar as David Beckham. It can be your own father, mother or someone else who is more familiar to you than a superstar.
A giant fashion icon like Beckham has to behave right and do the right things, because a lot of young people would like to be as he is, and that is why his behaviour has to be good. He always has to show the right side of himself, even when he is on the football pitch. In 1998 when Beckham was shown the red card during a match versus Argentina, a game England lost; the entire England hated him a lot. The newspapers wrote “10 heroic lions and one stupid boy”. The stupid boy was Beckham. The reason why he was shown the red card was because of an act of revenge on an opponent.
Later when England was playing a qualifying match for EM 2004, David Beckham scored the winning goal versus Greece (a game they had to win to proceed to EM 2004), the entire England loved him. That shows how much peoples feelings change. David Beckham was not a big fashion icon when he did that stupid thing in 1998, but if he had been I guess a lot of young people could think that it was alright to make an act of revenge on an opponent and that would make a mess on the football pitches. The revenge has been forgotten now, and all people love Beckham because of his goal vs. Greece and a lot of other good moments, and that is important because a giant icon like Beckham has no room for mistakes.
Opgave 2)
DATE: 1 July 2004
From: Morten Honorй, Marketing Manager
To: The management
Subject: New collection
As we would like to present our new collection for sports clothes I would suggest that we use a well-known athlete to promote our new products. In this case I suggest we use the worldwide famous footballer David Beckham. David Beckham has all the qualifications to make this