Celebrity endorsement ‘Tiger Woods’

Celebrity Endorsement

It cannot be rejected that all over the world marketers consider celebrity endorsement as an efficacious advertising instrument. Precisely, ‘celebrity endorsement influences advertising effectiveness, brand recognition, brand recall, purchase intentions and even purchase behavior’ (Spry et al, 2011, pp.882-883.) Moreover, the latest study has vindicated that celebrity endorsement results in an auspicious relation toward endorsed merchandise mark (Till et al 2008, cited in Spry et all 2011 pp.883).

Established brand ‘Tag Heuer’ designs, fabricates and markets watches, chronographs and fashion accessories. According to its official website, each watch is an apotheosis of precision engineering, fineness and sporting heritage. It is well known that Tag Heuer has invested a lot in celebrity endorsement. Tiger Woods, self-programmed golf wizard, is one of the most congenial famous people, who have ever embodied the trademark as he represents mature wealthy successful men, who have achieved a lot in their lives.

Taylor (2008) emphasizes that Eldrick ‘Tiger’ Woods (was born in 1975 in California), who was extremely interested in golf from early childhood, started playing in competitions and won 30 junior tournaments at the age of 12. Woods, like no one else, is associated with a person who could surmount living conditions and complications. Traditionally golf was priority for white, rich and corporate players hence first Tiger’s obstacle was his African-American background. As an example, during a game he had been disqualified or penalized while others were not. Because of this he learnt to play a very clean game and to take his penalties without complaint (Taylor, 2008) As a result, he won every time and everywhere that typifies successful and steadfast man. Then at 16 he came into contact with professional golfers and realized his game had to be improved considerably if he was to make the difficult transition from junior golf to professional. Many if not most, promising golfers fail to make transition because of the extra technical demands, however, more significantly, because of the psychological pressure from both competitions and the media. Notwithstanding, commencing as an amateur, Woods studied professional techniques and with the time was in the centre of attention (ibid). As well it should be mentioned that Tiger represents intelligent and educated men as after graduation from school he was academically gifted (was offered a place by dozens of colleges and universities) and afterwards studied at Stanford university. Last but not the least, his charity involvement is highly valued. According to PGA Tour, Tiger Woods Foundation aids juveniles and has reached millions of young people worldwide by supplying unique experience and innovative educational possibilities. Foundation programs also include 35,000 square-foot education facilities, focus on promoting paths to college and eventually careers.

Kalb (2013) states that by 2008 he had won 14 professional emulations and had practically broke Jack Nicklaus’ record. These triumphs and sponsorship with multitudinous incorporations, such as Nike, made him the most high-paid athlete in the world. Besides, Kalb (2013) ascertains that until Thanksgiving of 2009, Tiger personified a reliable, happily married man with 2 infants. Because his reputation was so crystal-clear he attracts such corporate sponsors, as Accenture. However, when in 2009 media reported about his adultery with another woman such sponsors as Accenture, ATT, Golf Digest, Tag Heuer and etc. dropped him as he no more was linked to image of faithful, family, good-guy. Totally, in 2009 he forfeited $22 million because of the loss of sponsorship. Because Woods cheated his wife, but still was number 1 in the world, sport-related sponsors such, as Nike and Electronic Arts didn’t drop him despite the pressure. However, so as to reform situation Nike produced the now well-know commercial of a remorseful Woods, listening to counsel of his father, speaking from the burial place.

Reference:

Tag Heuer (nd) Watches – Swiss Luxury Watches for Men and for Women, available at:

http://www.tagheuer.com  (accessed: 28 April)

Taylor B. D. (2012) The Creative Edge: 17 Biographies of Cultural Icons, Hoboken: Wiley

Spry, A; Pappu, R; Cornwell, TB. (2011) Celebrity endorsement, brand credibility and brand equity, European Journal Of Marketing, 45(6), pp.882-909, available at: http://www.emeraldinsight.com/journals.htm?articleid=1926001 (accessed: 28 April)

PGA Tour (nd) Charity involvement available at: http://www.pgatour.com/players/player.08793.tiger-woods.html (accessed: 28 April)

Kalb I. (2013) Why Brands like Nike Stuck With Tiger Woods Through his scandal, Business Insider 5 April, available at:http://www.businessinsider.com/tiger-woods-a-tale-of-two-images-2013-4 (accessed: 28 April)

Analysis of Brand identity

                                                                     McDonald's

                         What kind of products does McDonald's produce?

The McDonald's is the global largest chain of hamburger fast food restaurants. Its products are mainly hamburgers, different types of chiken sandwiches, chips, soft drinks, breakfast items and desserts.  In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare. On a seasonal basis, McDonald's offers the McRib sandwich. Various countries, especially in Asia, are currently serving soup. The reasons of some variations in menu depend on what kind of food in particular country is prohibited or what type of fare is familiar for definite market.

 

Ronald McDonald

 Ronald McDonald is considered to be the most crucial example of Mcdonald's personality .  In fact, this character is a clown that used as the primary talisman of the McDonald's fast-food restaurant chain. In television commercials, the clown inhabits a fantasy world called Mcdonaldland. In recent years, McDonaldland has been largely phased out, and Ronald is instead shown interacting with normal kids in their everyday lives. Many people work full-time making appearances in the Ronald McDonald costume, visiting children in hospitals, and attending regular events. There are also Ronald McDonald Houses, where parents can stay overnight when visiting sick children in nearby chronic care facilities.

Personality

-       Friendly

-       Caring and loving children

-       Beneficial

-       Positive and cheerful

-       Helpful

   Heritage and history

1940

The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald in California, USA.

1948

Their introduction of the "Speedee Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier.

1955

The present corporation dates its founding to the opening of a franchised restaurant by Czech American businessman Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth McDonald's restaurant overall.

1961

McDonald's first filed for a U.S. trademark on the name "McDonald's" on May 4, 1961, with the description "Drive-In Restaurant Services", which continues to be renewed through the end of December 2009.In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol.

1962

The overlapping double arched "M" symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years.

1965

Kroc later purchased the McDonald brothers' equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965.

1967

‘Speedee’ was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs.

1968

Although the "Golden Arches" appeared in various forms, the present form as a letter "M" did not appear until November 18, 1968, when the company applied for a U.S. trademark.

1976

The San Bernardino store was demolished in 1976 (or 1971, according to Juan Pollo) and the site was sold to the Juan Pollo restaurant chain.

Nowadays

In 2012, McDonald's Corporation had annual revenues of $27.5 billion, and profits of $5.5 billion. The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries

Values

McDonald's offers more than customers expect as this company wants people to be happy and delighted in double measure

Accessible price for everybody.

McDonald's gives people chance to cluster together and enjoy this time as much as possible.

Wi-fi is free at all restaurants

Values

- Customers are the main reason of McDonald's existence so this brand provides high quality food and superior service in a clean, welcoming environment, at a great value. Its goal is quality, service, cleanliness and value for each and every purchaser, each and every time

- Well-trained individuals, working in team are essential part to continued success

-McDonald’s business model, depicted by our “three-legged stool” of owner/operators, suppliers, and company employees, is foundation, and balancing the interests of all three groups is key.

- Sound ethics is good business. At McDonald’s, staff holds itself and conducts this business to high standards of fairness, honesty, and integrity. People, who work there, are individually accountable and collectively responsible.

- McDonald's helps customers build better communities so the brand supports Ronald McDonald House Charities, and leverage our size, scope and resources to help make the world a better place.

- A  continuous focus on customers and the health of our system.

- Constant evolution and innovations

Consumers

As McDonald's is fast food restaurant with affordable price, variety of choice and some convenient bonuses, such as free Wi-Fi, it attracts people of different ages and status. It is absolutely common to meet family, who is going to have breakfast, lunch or dinner there, as it's absolutely nice place for celebration some events. As well, because of the fact that many people need work a lot and time for them is crucial McDonald's is considered to be suitable. Lastly, since prices are not so expensive teenagers can spend time, eating there and having funny/ enjoyable pastime with their friends.

Rebranding and redesign

In 2006, McDonald's introduced its "Forever Young" brand by redesigning all of its restaurants, the first major redesign since the 1970s. McDonald's has invested $1 billion to redesign nearly all of the 14,000 restaurants by 2015.The goal of the redesign is to be more like a coffee shop, similar to Starbucks. The design includes wooden tables, faux-leather chairs, and muted colors; the red was muted to terra cotta, the yellow was turned golden for a more "sunny" look, and olive and sage green were also added. To warm up its look, the restaurants have less plastic and more brick and wood, with modern hanging lights to produce a softer glow. Many restaurants now feature free Wi-Fi and flat screen TVs. Other upgrades include double drive-thrus, flat roofs instead of the angled red roofs, and replacing fiber glass with wood. Also, instead of the familiar golden arches, the restaurants now feature "semi-swooshes" (half of a golden arch), similar to the Nike swoosh.

 Then in response to public pressure, McDonald's has sought to include more healthy choices in its menu. In an effort to respond to growing consumer awareness of food provenance, the fast-food chain changed its supplier of both coffee beans and milk. UK chief executive Steve Easterbrook said: "British consumers are increasingly interested in the quality, sourcing and ethics of the food and drink they buy". Additionally, in response to pressure, McDonald's UK started using organic milk supplies for its bottled milk and hot drinks, although it still uses conventional milk in its milkshakes, and in all of its dairy products in the United States.

Sponsorship of McDonald's

McDonald’s has a longstanding history of supporting premier global events that create strong, relevant connections with its customers in every market around the world. Its continued sponsorships of the Olympic Games and the FIFA World Cup are compelling examples of programs that help to enrich the lives of children and adults alike through once-in-a-lifetime opportunities and bring the spirit of these events to life for our consumers in our restaurants worldwide.