Daphne Wong
Marketing Strategy matters for the whole world in this media-leading world. How the marketer brands the products would affect the perception of a product tremendously, and for the products which was found to have defects (particularly those in worldwide product safety scandals), re-marketing is extremely important to re-build customter's confidence. In some cases, when the celebrities starring in the advertisements and commercials get involved in scandals and negative reports, the advertisers would simply change the celeb representative to one with "better image". In other words, the image of celeb is directly linked to the brand, and the marketers would do whatever they can to stay away from the alleged scandalous icon.
Liu Xiang has been the hero of China now, and before his injury in 2008. During his rehabilitation, although supports was there, many in the noisy China did condemn him for his absence in the glorious Beijing Olympic, the first Olympic ever held in China. Throughout his ups and downs, Nike, an American sportswear company, openly supported him and reminded the Chinese population of the importance of Sportsmanship. This marketing strategy indeed created a positive image for Nike and for Liu Xiang.
Let's review the marketing strategy before his injury, during rehabilitation and after he had recovered now.
BEFORE INJURY
AFTER INJURY
TODAY, CELEBRATING HIS RETURN
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