Tiger Woods: A falling brand?

Tiger Woods: A falling brand?

Tiger Woods used to be one of the most profitable brands in the world. He has his own video games; he was sponsored by Tag Heuer, Gatorade, Accenture, Gillette and AT & T. He had a gorgeous wife, children and enough money to do silly things like buying himself and island and make himself president of the island. He was known as the world’s best golfer and a role model for young children who were dreaming of becoming as good as Tiger Woods. Nike took advantage of this in the “I am Tiger Woods” ad.

Watching the ad now, in light of this year’s scandals the ad has lost its credibility and makes Tiger Woods seem like a twat. Tiger Woods’ image as a successful, perfect guy and golf player has been shattered by the news about his infidelity. Gatorade, Accenture and AT & T dropped him. And more and more of his mistresses are coming out telling humiliating stories about his affairs. Nike dealt with this by having Tiger in an ad with a sad, regretful look on his face:

However, according to Forbes, the value of the Tiger brand is still strong. The value of the brand is exceeding the value of David Beckham, Kobe Bryant, Roger Federer, Dale Earnhardt Jr and Lebron James combined! Basically, Tiger Woods is hated on the internet (Just look at the comments on his videos on youtube), he is clearly not a role-model for children anymore and his friends do not like him any longer. But at the same time, Forbes says he is the most valuable athlete brand in the world! What is going on here? I think Tiger Woods has lost his credibility as “the good guy” and role-model. But the image of Tiger Woods as the best golf player in the world still stands, and that image is more powerful than the “good-guy” image.

What’s the moral of the story? Tiger Woods can still play golf even though he is a twat. And don’t cheat on Elin Nordegren.






3 Responses to “Tiger Woods: A falling brand?”

  1. 1 Alexander
    April 14, 2010 at 6:20 pm

    Not sure – I think this whole event has made the brand stronger. Nothing excites people quite as well as a scandal, especially one with a sex element. The “Good Role Model” certainly suffers but this shouldn’t be a problem; from the sponsors you list, his commercial audience is a mature, wealthy and male crowd. The very same types who *might* think “wow look at that guy, he can get with any girl he wants” – a status increaser for men. So perhaps he’s improving his appeal to those audiences at the detriment of the younger, poorer or female audiences (which are less commercially relevant).

    The golf element in this argument is an aside; he’s clearly still a top golfer, but I think ever since he rose to popular fame (a universal “celebrity” rather than a sports-centric “celebrity golfer”), his golfing skill has been more of a backdrop..

    • April 15, 2010 at 10:14 am

      Perhaps I should have concluded that he is in fact a rising brand (at least among men)!
      Although from a female (and slightly biased I have to admit) perspective; seeing him make that mistake, made him more human to me. He plays golf. He is not some sort of god that never makes mistakes.

  2. 3 Harry
    September 7, 2012 at 6:19 pm

    I won’t be buying anything this twat endorses.

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