EOE – MarketingEOE – Marketing

Title: Celebrity BrandingTitle: Celebrity BrandingPresented by:Presented by:

Ajay YadavAjay Yadav

Fahad MahmoodFahad Mahmood

Sue IreriSue Ireri

Hitesh DeepakHitesh Deepak

‘‘Tiger Woods the Brand’Tiger Woods the Brand’

http://www.youtube.com/watch?v=tAnlcW_ILyw

Why Tiger WoodsWhy Tiger Woods It's no secret that Tiger Woods is a marketer's dreamIt's no secret that Tiger Woods is a marketer's dream He’s generated an interest of new audience and drawn He’s generated an interest of new audience and drawn

back the largest TV audience in Golf history.back the largest TV audience in Golf history. World’s highest paid Athlete in 2009.World’s highest paid Athlete in 2009. He has won 71 PGA Tour events & 14 Major TitlesHe has won 71 PGA Tour events & 14 Major Titles He is the youngest of all 5 players to have won 4 He is the youngest of all 5 players to have won 4

Professional Major Championships in a row during Professional Major Championships in a row during his Career.his Career.

Woods is the only golfer to have won the U.S. Woods is the only golfer to have won the U.S. Amateur consecutively three timesAmateur consecutively three times..

Why Tiger Woods Sells?Why Tiger Woods Sells?

Clean CutClean Cut

ArticulateArticulate

Scandal FreeScandal Free

Brand Value of Tiger WoodsBrand Value of Tiger Woods

He is the only athlete to reach $1 BillionHe is the only athlete to reach $1 Billion

By endorsing the following brands, Tiger earns almost a By endorsing the following brands, Tiger earns almost a $100 million dollars a year$100 million dollars a year

The first milestone was of a $40 Million contract with Nike The first milestone was of a $40 Million contract with Nike in 1996.in 1996.

He had a renewed contract of $105 Million with Nike again He had a renewed contract of $105 Million with Nike again in 2000.in 2000.

Source: Forbes.com (Annual magazine Fortune 50)

Something about…..

• According to Wall Street Journal Article, TV ratings for the final round of tournaments

shows a 28% increase when Tiger Woods is in contention versus not in contention.

• Tiger’s brand awareness is astonishing. Everybody knows who he is and just about everyone loves him as well.

• Tiger’s personal brand is so powerful that he no longer manages it alone. His manager calls himself, “CEO of a corporation charged with enhancing and protecting the Woods brand.”

Impact of the TigerImpact of the Tiger

Accenture – company attain high performance Accenture – company attain high performance business prestige. business prestige.

Buick – invested $40m, and sold 130,000 more Buick – invested $40m, and sold 130,000 more vehicles.vehicles.

Nike – according to interbrand, Nike’s brand Nike – according to interbrand, Nike’s brand value or the potential for future earnings went up value or the potential for future earnings went up to 6%to 6% in 2003 to in 2003 to $8.17 B $8.17 B, making , making Nike 33Nike 33rdrd most most popular brand in the worldpopular brand in the world