Branding & Brand Character. BMI 3C. Brand Character. What is brand character? Why is it important to understand this? When would you evaluate your brand’s character? How will it inform your marketing choices?. Brand Character. If your brand was a person, who would they be?
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“Tiger Woods has been prominent for all the wrong reasons lately but the dozens of corporations who pay dearly to have him endorse their products have stood behind the embattled golf superstar.
The tide may be turning.
On Tuesday, a consumer research company said Woods's reputation has fallen dramatically: his ranking on the so-called Davie Brown Index, which is used by marketers to determine a celebrity's brand value, fell from 6th down to 24th.
Also Tuesday, new data revealed that marketers had pulled Woods's numerous advertisements from prime-time slots on the big broadcasting networks and on 19 cable channels, New York-based Nielsen Co. said.
His last prime-time ad was a 30-second Gillette Co. spot on November 29, two days after he rammed his Cadillac Escalade into a fire hydrant and tree.
"When Gillette says `the best a man can get' they don't want people to answer that question with anything related to Tiger Woods," said Kirk Wakefield, a sports marketing professor at Baylor University.