A worldwide phenomenon of modern celebrity, David Beckham and his highly skilled team of marketing professionals have created the brand to end all brands. Offering incredible insight into the differences between regular marketing and celebrity branding, this compelling analysis examines how the innovative masterminds behind Beckham nurtured the soccer star into the unstoppable brand he is today. Discussions on the importance of brand management are included as well as speculation on how Beckham's impending move to Los Angeles will affect the brand's perception in the United States.