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How athletes build their brands

Published Online:February 20, 2012pp 106-124https://doi.org/10.1504/IJSMM.2012.045491

Abstract

This paper examines the dynamic processes of person branding by conducting an inductive analysis of two case studies of acclaimed athletes: David Beckham and Ryan Giggs. Although their careers have notable similarities and both athletes are regarded as outstanding soccer players, they have contrasting profiles as person brands. An analysis of their on- and off-field brand-building practices helps us understand how people in sporting professions build brand equity. We offer novel conceptual insights on two elements that characterise athletes’ brands: professional image and mainstream media persona. We provide insights into practices that yield a better professional image and a more valuable mainstream media persona, and posit connections between these constructs and person brand equity. Finally, we discuss implications for athletes and those managing their brands.

Keywords

person brand, brand equity, sports marketing, David Beckham, Ryan Giggs, soccer

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