Tiger Woods global brand Essay
It is known that Tiger Woods is a famous American golfer. He is considered to be the most successful golfer because his greatest achievements are known throughout the world. He is the winner of 14 professional golf championships. Tiger Woods in “a marketer’s dream”. Everybody knows Tiger Woods and his Golf Empire which he has built. Golf made it possible for Tiger Woods to be on the top and to get revenue from endorsements – books, games, sport clothes and shoes and so on. He himself made everything he could to represent Tiger Woods brand in a proper way. His image is and icon for all the golfers all over the world. However, today the Tiger Woods brand is in danger. The scandal influenced Tiger Woods brand. Although his sponsors Nike, Gillette and Gatorade confirmed their support for him, the attitude has changed. Some people also changed their relation to Tiger Woods brand after the scandal connected “with Vegas waitresses and celebrity groupies”. (Surowiecki)
It is known that Woods means too much for his sponsors and that they will never stop their business relations with him.
Tiger Woods brand is one of the most popular brands in the world market which make it possible to sell products effectively and easily.
There are several market theories according to which the products can be easily sold:
Market-oriented ethnography when the sellers understand the customers’ desires observing their behavior and it does not require to research the customers’ attitudes.
Hierarchy of effects models which stands for different effects of advertising on the customers
Service mapping which tells how to make customer’s service better
Brand relationship spectrum which tells how to apply different managing strategies.
Conjoint analysis which shows what factors are the most important for the customers’ choice.
Brand personality dimensions framework which estimates and compares brand personalities. (Wilkinson)
There some other marketing theories besides the above mentioned ones. Tiger Woods brand will be always at the top. Of course, the scandal may reduce the popularity of Tiger Woods brand but I do not think that it will cause great losses to the companies which sell the sports brand products and to the athlete as well. According to some reliable data given in one of the popular business magazines, Tiger Woods is still “represents the top sports brand”. It is known also that he remained the world’s highest-paid athlete in 2010. (Woods still Top Athlete Name Brand)
So, I think that Tiger Woods is a good global brand and the customers all over the world will continue to buy Tiger Woods branded products. Tiger Woods’ face is familiar to the customers, they love him, they respect him, they will never betray him because they know that Tiger Woods is the best.
