Harvard students to study the 'LeBron James' brand

CLEVELAND - Students at Harvard University are studying the brand of the man, LeBron James.

Business students will learn about how James made his name in the course "Strategic Marketing in Creative Industries."

Harvard's website described the educational objectives, which include "an examination of the defining properties of creative industries and the consequences for effective or 'winning' marketing strategies."

Associate Professor Anita Elberse teaches the course. Her most recent publication is "The Economic Value of Celebrity Endorsements."

LeBron reportedly cooperated with the research for the class, according to USA Today . Prior study objects included Lady Gaga and Tom Cruise.

With the NBA lockout still ongoing, reports say James failed to receive more than $667,000. But he still has income from his brand.

"Moving up the ranks fast among the athlete brands is LeBron James, whose brand value rose to $20 million this year from $13 million in 2010," Forbes reported last month. "Nike is his biggest deal, worth more than $10 million annually including royalties."