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