There is no one quite like David Beckham: brilliant footballer, dedicated athlete, fashion model, global icon and all-round celebrity. David Beckham has become one of the most pwerful brands in the modern world, with earning power to prove it. This book shows David Beckham in a new light: as a man who has harnessed his skills and his fame to market himself in the same professional and disciplined way that a successful company markets its brands.By looking at the key choices Beckham made on and off the pitch, brand expert Andy Milligan helps us understand how he has achieved his phenomenal commercial success, even to this day as Beckham prepares for the 2010 World Cup finals in South Africa.