Wednesday, September 7, 2011

Branding like Beckham



Share/Bookmark
Establishing family brand visibility and distinctiveness

Creating a family brand as successful as David and Victoria Beckham's is a matter of adhering to practices that promote a family's distinctiveness and visibility, according to a study recently published in Family Business Review, a SAGE journal.


Author Marie-Agn├Ęs Parmentier collected more than 2,500 pages of data about the Beckham family from published biographies, official websites, magazines, and various social media sites.

Parmentier found that in order to create brand distinctiveness, a family should carefully craft a dynamic personal story with distinct persona cues that are particularly interesting for a target audience and can be embellished by the media.

One example noted in the article discusses how the Beckhams created a unique image with ties to both fashion and traditional family values.

"By capitalizing on chances for publicity and providing access to traditional media such as print and television, the Beckhams have enabled a variety of stakeholders to explore some of the nuances of their private life, as individuals, as a couple and, as a family," wrote the author. "Their strong family brand should allow them to capitalize on their equity for some time after they move beyond their original field of practice."

The author found that in order to create brand visibility, families should take opportunities to make their brand familiar to wide audiences through documentaries, television cameos, and interviews, and should create their own methods for brand visibility through social media outlets.

Parmentier wrote, "Creating opportunities that help reinforce the brand's presence both online and off-line maintains or increases brand visibility to targeted audiences and beyond. Such opportunities also shape stakeholders' perceptions of the family brand."
____________________________
Find out more by reading the article, "When David Met Victoria: Forging a Strong Family Brand," in Family Business Review. The article is available free for a limited time at: http://fbr.sagepub.com/content/24/3/217.full.pdf+html.

Family Business Review (FBR) a refereed journal published quarterly since 1988, is a scholarly publication devoted exclusively to exploration of the dynamics of family-controlled enterprise, including firms ranging in size from the very large to the relatively small. http://fbr.sagepub.com/ Impact Factor:2.426 Ranked: 20 out of 101 in Business

Source: 2010 Journal Citation Reports® (Thomson Reuters, 2011)

SAGE is a leading international publisher of journals, books, and electronic media for academic, educational, and professional markets. Since 1965, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students spanning a wide range of subject areas including business, humanities, social sciences, and science, technology, and medicine. An independent company, SAGE has principal offices in Los Angeles, London, New Delhi, Singapore and Washington DC. www.sagepublications.com

Members of the media qualify for free access to this and 645+ other SAGE journals. Contact Ashley Wrye for further information.

Original content Bob DeMarco, Look Beyond the Obvious