nike golf rebranding plan · –branding a wholesome image –introduction of nike golf team ....

Nike Golf Rebranding Plan

Maria Corina Smith

Introduction

• Danger: Associating our brand with

• Sexual assault

• Corporate irresponsibility

• Opportunity:

–Branding a wholesome image

– Introduction of Nike Golf Team

Preview

• Problem

–Association with Sexual Assault

• Cause

– Tiger Woods scandal

• Solution

– Introduction of Nike Team

The Problem

• Damage to customer base

• Tarnished reputation

• Affected stakeholders

–Customers; partners; athletes

Cause

• Internal weaknesses

–Negligence in hiring process

–Unethical cover-up program

• External factors

–New information surfacing

–Media blow up of Woods’ mistakes

Solution: Nike Golf Team

Solution

• Steps/ Plans

–Replace all Woods ads with Team Nike ads

–Promotional campaign of new tournament

• Weeklong 100$ promotion

• Social media campaign

Solution

• Technical fix

– Eliminating association with Woods

–Replacing Woods with NIKE Team

• Ceremonial fix

–Golf Pro AM Tournament

–Campaign to participate in tournament

–Charitable Donations

Costs

• Estimate

–Promotional

– Execution

– Long term

• = XX

Possible Downsides and Responses

• Public negativity

• Legal fees

• Scrutiny for charity choice

Benefits Which Address

• Reputation Repair

• Incorporating diversity

• Rebuilding warm lines with stakeholders

Summary

• Problem

• Cause

• Solution

Conclusion

• Opportunity to rebrand

• Ethos, pathos, and logos

• Rebirth of Nike Golf