Brand

Published on January 2017 | Categories: Documents | Downloads: 60 | Comments: 0 | Views: 1126
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STRATEGIC BRAND MANAGEMENT

1. Hà Văn Khuông
2. Dương Huệ Thu
3. Nguyễn Ngọc Huyền
4. Vũ Thị Thu Thủy
5. Bùi Thị Quyên
6. Lê Thị Hải Hà

DISCUSSI
ON
After winning major
championships, star players
often complain about their lack
of endorsement offers.
Similarly, after every Olympics,
a number of medal-winning
athletes lament their lack of
commercial recognition. From a
branding perspective, how
would you respond to the
complaints of these athletes?

How to response?

Companies with brand
ambassador
- Big and famous companies.
-

Strong personality products companies
(Products for almost for men, and sports lovers.)

Exmple: Sporting goods (shoes, clothing, sports
equipment) Motorbikes, cars, shampoo, shower gel,
food..........

Besides, Many big companies do not hire athletes as brand
ambassador
Why ?

Connection
• Between athletes and the product does not have a
connection.
• Difficult to cooperate in long-term

Budget
• Not enough buget to hire athletes ( small companies)

NOT every companies can hire athletes as brand ambassador.
It is also based on the budget and the connection of products
and athletes.(current and long term)

Necessary characteristics
in brand ambassador
Personal
abilities

Famous
reputation

Network
Coverage

Reliable
belief

TOM DALEY – ADIDAS NEO - 2014

DAVID BACKHAM - ADIDAS

CHRISTIANO RONALDO - NIKE

Pros and Cons of
Ambassador Selection
Advantage
-

-

56% of men from 15-29 years old have positive
thinking about sport brand which their ambassador is
favorite athletes
Attracting customer and expand consumer groups.
Creating good impression with the customer
Brand is better known, higher sales
Increasing the value of the brand

Disadvantage
-

Antifan
Scandal
Fail in competition
Compete with rivals

Recommendation
PR
Activities

Developing
abilities

Personal brand
Improvement
Enhance
Interaction

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