When David Met Victoria
通过贝克汉姆家族品牌案例，研究家族企业如何通过四种实践建立品牌独特性和知名度，对家族品牌管理者有启发。
This article seeks to understand how distinctive family brands are created. Recent studies in family business have focused on the benefits for a firm to be known as family owned or family controlled. Few studies have paid attention to the distinct meanings stakeholders associate with a given family or to how that family comes to have those associations in the eyes of external stakeholders. Based on a case study of one of the entertainment industry’s most successful family brands—The Beckhams—four practices conducive to building brand distinctiveness and brand visibility are identified.