Celebrity Endorsement --- Tiger Wood
What meanings does celebrity endorsement bring to the brand in this advert?
Celebrity endorsement includes star persona and the brand identity.
Tiger woods is an American golfer who won a lot of championship and achievement. In terms of family he has a complete family, Woods got married with a Swedish model and has two children. He is of mixed Thai, Chinese and Dutch ancestry, which shows he has multinational background. With his multiracial and multiethnic origins, he contributes humanity and also shows that black people can also have excellent performance on sports.
In terms of career achievements, he got success in many golf championships. Woods is a muscular man with professional skills to defeat his opponent. He won 79 official PGA tour and many other championships in year 1997-2008, this shows he is an experienced golf player. Other ventures Tiger get involved was the Tiger Woods Foundation, it aims to promote golf for inner-city children and also provide learning facilitates for children. He has fulfilled the society norms and achieves outstanding performance in family, career lives.
All his outstanding achievement is favorable to different brands especially brands who have the same purpose or brand identity. TAG heuer is a Swiss watches brand offering wide range of exceptional product to serve different needs. It is essential to choose Tiger woods to represent its brand because it shows many meanings of the brand. First the brands choose Woods because he is a talented golf player, he is famous and all people know or even heard of the name. This can increase the brand popularity and more people will realize the brand through him. Beside, TAG heuer had cooperate with Woods to develop the world first professional golf watch. Woods can promote the sports watches collection of this brand and makes more people choose this brand. As he has a multinational background, it can represent the brand and shows TAG heuer is a multinational company. Different cultures people could also buy their watches. The brand is cross boundaries and generous to serve different people.
Why do you think Nike is under pressure to drop him?
Tiger woods drop by Nike is because he has negative image and become a bad role after the press release the news in 2009, the content is about he cheating scandal girls and also have close relationship with other ladies. His image was destroyed and people will feel negative about him because he betrays his wife and he lost his promises of marriage. In order to avoid the impact of Woods news bring to the brand, Nike choose to drop him in order to save its brand identity. Therefore it can tells the public that the brand do not support Woods and his action in personal life. The negative role may affect the brand identity which could impact on Nike sales and prestige.
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