TITLE

David versus Goliath

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
January 2003
SOURCE
Brand Strategy;Jan2003, Issue 167, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the commercial brands of football player David Beckham and its effects to the Manchester United club brand. Details on commercial brands of Beckham; Uniqueness of Beckham in his sheer marketing dominance; Information on the branding strategy of Manchester United club.
ACCESSION #
8870428

 

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