Why keeping quiet about the family feud gave Brand Beckham a commercial boost

By Ashleigh Logan-McFarlane, Lecturer in Marketing, Edinburgh Napier University

The ease and global reach of social media posts make them a fitting way to divulge secrets about a commercial dynasty – particularly when your parents are David and Victoria Beckham. In the days after Brooklyn Beckham took to Instagram to say he had cut ties with his A-list family, reactions from the world’s social media users took on a life of their own.

The Beckhams’ PR machine was largely silent on the matter, despite the size of the business empire. If sold, Brand Beckham’s combined businesses are worth an estimated £500…

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