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  3. Bend It Like Beckham is welcome. It is the story of a British girl named Jess who must choose between the traditions of her fami

Bend It Like Beckham is welcome. It is the story of a British girl named Jess who must choose between the traditions of her fami

admin2020-03-31  97
问题     Bend It Like Beckham is welcome. It is the story of a British girl named Jess who must choose between the traditions of her family or her desire to become a soccer sensation like her idol, David Beckham.
    The movie’s title comes from Beckham’s amazing ability to bend the ball into the goal with just a simple kick, something Jess aspires to do just as well.
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    But, it is amazing that an entire movie has sprung up around the personality of one man, David Beckham, and the team he plays for.
    Mind, he is one of the world’s most recognized athletes, and his team, England’s Manchester United (Man U) is the most valuable sports franchise in the world worth more than the NY Yankees, the LA Lakers, the Dallas Cowboys or any other team you can conjure up. Their fan base is said to be over 53 million worldwide.
    But make no mistake, their star player Beckham and the team itself is more than a sports club, it is worldwide marketing machine.
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    Under the Man U family brand they offer financial planning services, electricity, life insurance, mortgages, credit cards, bed linens, jewelry, ketchup (!), wallpaper, lunchboxes, luggage, cell phones, boxer shorts, magazines, their own TV channel.. .and all this from a football team.
    Imagine the brand loyalty you must have from your fans in order to make them think they would like to get their car loan from you. Can you see yourself getting a mortgage from the Yankees? So how did they do this?
    The answer is by leveraging their brand personality, working their fans’ sense of belonging and ownership in the club, and then cashing in on their fans’ brand loyalty, and their need to show they are part of Man U too, and the heritage that conveys.
    So what can we learn from Man U to help our brands?
    As with any successful brand, Man U follows the basics.and does it well. Brands are chosen not only for rational reasons (usually the 4 P’s) , but also for emotional ones. In fact, when it comes to brands, emotional reasons usually drive a large portion of the purchase decision. People want to be part of success, part of a legacy, and part of a winner.
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    There in lies the appeal to the consumer of having a Man U credit card, or Man U shets -the halo effect they perceive from their association with a powerhouse like the team drives their decision.lt isn’t rational, but emotional in bent.
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    Their team loyalty drives them to want to belong, and they show their loyalty by buying Man U products.
    By being a Man U fan, and wearing their clothes, or using their services, or buying any of their other products, consumers show they belong to a tribe of sports and they are willing to show this for more than just cheering during a 90-minute match. They are willing to show their loyalty 24/7.
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    So, ask yourself, can your company learn to brand it like Beckham? Really, can your brand afford not to?
[A] They want people to identify with them as such.
[B] The Man U brand is a portfolio of staggering size and diversity, especially when you consider it all springs from a football (soccer in the U. S.) team!
[C] The people who buy Man U products and services have internalized the brand values that Man U stands for in the marketplace at large.
[D] It is a powerful brand at work.
[E] No, I haven’t suddenly changed my column topic from branding to movie reviews.
[F] So what can we learn from Man U to help our brands?
选项
答案A
解析
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