Brand it like Beckham

The Story of how Brand Beckham was built By Andy Milligan

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 brand.

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.