Toxic Endorser

Toxic Endorser: Evaluate how the companies that Tiger Woods endorsed reacted to his downfall. Which handled it the best? What should marketers have learned about the incident?

Brands must be authentic. Brand image is the perceptions and beliefs held by customers (Kotler, Keller, & Cunningham), which creates brand bonding between customers and the company. Personal brands, like celebrity, create positive bonding based on their reliability and consistency. In the 21st century, everyone is watching and analyzing the brand and so, brands have to be very careful about their esteem, and positioning in the market. "The brand promise will not be delivered unless everyone in the company lives the brand." (Kotler, Keller, & Cunningham, 2009)

Tiger Woods brand is one of the very good examples of "Lack of Authenticity." His "brand truth" was very different from his real brand image, which was fake but it made brand Tiger ideal for corporate sponsorship. When Tiger Woods' real brand image is revealed, each of Woods' sponsors faces various problems but their reactions were different with each other (katz markeing solution, 2010).

Based on the TIME article, here is the list of Woods' sponsors with their analysis of reaction.

1. Accenture: This is the first company, which broke its ties with Woods. According to the company, it sells business services and all firm-client relationships are built on trust. Because of Woods' issue, he is no more trustworthy brand for the company.

2. Tag Heuer: According to the company, it will take "Wait and Watch" stand for Woods brand. Simultaneously, Tag removed Woods placards from stores across Australia, but the company declared that this action is not related to the scandal.

3. AT&T: The company was also afforded to drop Woods as its brand. Company was a little nervous about the situation happened after revealed the truth of Woods. But by the end of 2009, the company also disconnect its deal with Woods.

4. Gillette: Procter & Gamble, Gillette's parent company, is not interested in any controversy. The company is not disconnecting with its deal with Woods, but their deal will be end by December, 2010 and company did not renew the endorsement deal with Woods.

5. Gatorade: PepsiCo, Gatorade's parent company, disclosed that the company had already decided to drop Tiger Woods before the scandal. According to the company, its new "G" rebranding campaign was total disaster and due to that loss, it wanted to save money and got good will of shareholders by letting Woods go.

6. Electronic Arts: The company continued its endorsement deal with Woods and showed confidence by saying that "He is still one of the greatest athletes in history and that the company is all about making authentic