Joe DiMaggio Brand Revives on 70th Anniversary of 56-Game Streak

The latest dead celebrity to get the star treatment by brand marketers: Joe DiMaggio, the baseball hall of famer whose 56-game winning streak 70 years ago, marriage to Marilyn Monroe and immortalization in Simon & Garfunkel's Mrs. Robinson has made him an enduring pop culture icon.

DiMaggio, LLC — the sole licensing company and owner of DiMaggio's name and image since the player's death in 1999 — has partnered with MODA Licensing, Inc. and Dominant Players, Inc. to create Joe DiMaggio, LLC to "energize, promote and license" the Joe DiMaggio brand.   

For more thoughts on branding and dead celebrities, check out "Brand Equity Beyond the Grave" by Deloitte global brand manager Gabriela Salinas.