Tiger Woods Brand Image Essay Sample
The undermentioned study examines how Tiger Woods’ functional and reputational nucleus competences have affected his professional life. specifically associating to his fiscal position as a selling tool for golf companies. Prior to his 2009 dirt. Tiger Woods was ranked # 1 in the universe. one of the highest grossing jocks. and one of the leaders gaining multiple moneymaking indorsement trades. He made 1000000s leverage his two major nucleus competences: functional ( professional athleticism-based ) and reputational ( image-based ) . Functionally Tiger was one of the greatest golf players in the history of golf as a athletics. Reputational-wise. Tiger was perceived as a positive function theoretical account showing strong and confident manhood and maleness. He was the best and represented the best. After his dirt in 2009. Tiger’s repute endured a drastic diminution amongst his fans. athleticss partisans. and society overall. His personal trade name was damaged and needs to be strategically repositioned in order for Tiger to gain back his fiscal grosss comparable to the sum he earned from his indorsement trades prior to his autumn from grace in 2009.
The most strategic determination to assist better Tiger’s repute is to utilize Tiger himself. Tiger as an jock is his most valuable plus as it relates to possible confederates and clients. Trying to near shifting Tiger from a more functional point of view will be successful as Tiger wins more golf tourneies. Leveraging his athletic ability will in bend aid increase his favorability and better manage external dealingss because new endorsement relationships have the possible to be established. Currently Tiger’s indorsement trades range from commercial to trade name name merchandises. but the common yarn throughout all of his trades is they promote Tiger from a value-added point of position: as Tiger promotes their merchandises. the companies’ trade names help advance Tiger’s athletic strengths and successes. For illustration Tiger is signed with the practical picture game company. Electronic Arts which produces the Tiger Woods PGA Tour game for Xbox. He besides is signed with Vantelin Kowa Heat Back Rub Cream. and Fuse Science Sports Nutrition.
In contrast. many of Tiger’s former trade names ( Accenture. Gillette. and Tag Heuer ) focused on Woods’s as a more comprehensive bundle of success. both in his personal and professional life. So as his personal life was publicly displayed and scrutinized. these more reputational company endorsements alleviated Tiger as their merchandise subscriber in a attempt to distanced themselves. their merchandises and protect their company overall. The market overall is still available for Tiger Woods as a merchandise subscriber because Tiger’s functional value is highly high for companies wanting to capitalise on his strenuosity and professional calling. Potential clients will be companies that can utilize Tiger’s strong name to turn their merchandise lines. and attract clients supportive of Tiger and his strenuosity. even if they disagree with his picks he has made in his personal life. For illustration. companies that produce high-profile golf equipment and dress would be precise lucifers for Tiger. There is even greater potency for endorsement net incomes overseas in more international markets. As Tiger continues to better his golf game and win tourneies. his rankings will increase and he will stay as one of the most valuable name trade names in golf.
Tiger’s mark companies and confederates should concentrate on utilizing Tiger and his professional strengths to pull their specific client and audience demographic. The typical golf fan enjoys passing their money limitlessly. every bit long as they view the object of their purchases straight adds value to some constituent of their lives. either straight or indirectly. Confederates need to concentrate on straight back uping Tiger and his golf game. guaranting he is executing at his optimum degree to ensue in the increased likeliness of wining more tourneies. Companies who have hired Tiger as the face of their merchandise trade names need to make a direct correlativity between the intangible benefits of Tiger’s trade name – credibleness. client trueness. and dependableness. Customers and the greater demographic of general golf fans will go on to acknowledge value and reputational quality in Tiger’s indorsements through his personal value proposition to his clients. On the more functional-side. winning is still the primary index of how good Tiger is accepted back into society as a whole.
One scheme is for Tiger to win for major golf titles: the Masters Tournament. U. S. Open. The Open. and the PGA Championship. Tiger still has his alone name and manner besides to his advantage. He is amongst many every bit gifted golf professionals. but few are every bit well-known as Tiger. The Tiger Woods trade name is able to convey value to all stakeholders involved. increasing his added value from both the reputational and map stand point sing his indorsement companies and squad confederates. Stakeholders and Woods assist each other by reciprocating the benefits of holding Tiger as a strong jock and famous person. every bit good as name trade name subscriber. As Tiger wins more golf tourneies his success will be what attracts more possible clients and companies. in which all parties will profit from the increased grosss which will merely beef up the Tiger Woods’ trade name value even higher.
