Brand Beckham on the move

With all the talk of David Beckham possibly making his move to AC Milan permanent, some important issues emerge: has Beckham succeeded or failed in LA? Is his proposed move to Italy the last throw of the dice for Beckham the football player brand? Has Brand Beckham successfully achieved market entry in the US and is now moving on to new markets? Will a period of time spent in Milan imbue the new and emerging (non-football playing) Brand Beckham with all the qualities necessary for a successful post-football career? Is the desire to play (for England) an indication that at the heart of Brand Beckham football is still the most important componant of the brand? What conclusions should we draw about US soccer? Is Beckham´s possible departure an indictment of the sport´s relative lack of appeal in the US, or is Beckham likely to have been just another player passing through?