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Branding Analysis in Modern Business Environment Report

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Updated: Aug 2nd, 2019

Introduction

Branding is one of the most essential aspects of modern business environment. Consumers link the majority of products with a logo, statement, color or a given shape. Branding enables the consumers to indentify the product through that sign or symbol. It is based on creating a unique feeling among the customers and it helps them identify a given product. Brands create an identity which is one of a kind and this urges customers to develop a loyalty towards that product (Aaker, 2002).

Organizations use brand as a means of differentiating their products from other companies and ensuing that they develop a strong long-lasting relationship with their clients. Personal branding, on the other hand, entails the creation of a unique attribute that separates you from other people which covers creating and communicating aspects.

Branding does not only apply to operations but also to individuals, countries, cities and even individuals. Most celebrities and successful professionals around the world have created a brand image for themselves which makes people know who they are and what they offer (De Chernatony & McDonald, 2001).

Tiger Wood’s brand

The brand chosen for the current paper is Tiger Woods who is one of the most successful golfers in the world. He brought excitement and charm to the golfing game. As one of the top players, a mention of the golf sport triggers one to think of Tiger Woods. He is the world number one golfer having won many professional tournaments in his golfing career.

Tiger Woods has been named the PGA player of the year with a ten times record and has also many PGA titles and trophies such as PGA tour money leader and PGA tour Player of the year. Woods has won 79 PGA tournaments and has 14 major titles. He is ranked second best all time golfers after Jack Nicklaus who won 18 major titles.

The successful wins that Tiger Woods enjoyed have made him get sponsorship from companies. Nike is one of the companies that sponsors this famous player. In addition to all the wins, Woods have amassed certain wealth from the titles and the sponsorship he gets from companies. All these successful wins make him a brand to reckon with in the golfing sport. He has also done some charitable work to assist other players.

SWOT analysis of Tiger Woods’ brands

Most brands can be evaluated using the a Strength, Weaknesses, Opportunities, and Threats (SWOT) analysis. In the business milieu, SWOT analysis assists managers to evaluate the company’s strategic position in relation to their competitors. The tool can also be used to assess the strategic position of personal brands.

In SWOT analysis, strength and weaknesses represent the internal forces that strengthen or weaken the brand while opportunities and threats represent the external forces that affect the brand positively and negatively. The SWOT matrix for Tiger Woods brand is shown in figure 1 given below:

Positive factors Negative factors
Internal

Factors

  • STRENGTHS
  • Tiger Woods is a successful golfer as he wins in most of the golfing competitions.
  • He is a family man.
  • He has won 14 professional golfing titles: Woods has won 14 golfing tournament. This makes him one of the best golf players in the world.
  • His name is widely known in the golfing sport. Tiger Woods is an established golf player. His brand name is already established and many people in the world know and associate him with the golf sport.
  • He is a celebrity.
  • He has brought excitement and fun to the golf sport.
  • He is a talented golf player: ever since he was young, Tiger Woods has played golf with a lot of skill. This means he has a talent for the sport.
WEAKNESSES
  • Tiger Woods was faced by a scandal that affected his brand as most companies such as Gillette and AT&T chose not to work with his brand. Nike was also criticized for using sportsmen with tainted image. There is a possibility of another scandal in the future.
  • Age: many sports men retire or become weak due to age. This makes them loose their titles and leave big sport. In such cases, the brand’s name erodes.
External

factors

Opportunities
  • A lot of companies are willing to use Tiger Woods’ brand as an advertisement tool. Most companies are now using brands of popular people to market their products. For example, when Tiger Woods’ wears Nike shoes, he promotes the company’s products.
  • The golf sport is growing and expanding to other places in the world. More and more people watch and enjoy the sport. This increases the popularity of Tiger Woods’ brand.
  • More wins: Tiger Woods’ is expected to win more tournaments. This will strengthen his brand and image.
  • Ability to become the all time best golfer. Tiger Woods is ranked the second best all time golfer with 14 major wins. If he wins five more tournaments, he will be ranked the best all time golf player.
Threats
  • There is a threat of competition from other golf players. Should another golf player defeat Tiger Woods, his brand’s name will weaken.
  • Competition from other personality. Tiger Woods’ brand competes with other personalities’ brands in the music and sport industry. Should other personalities gain more popularity, then, the popularity of Tiger Woods’ brand would decrease. For example, Nike Company may stop using Tiger Woods’ brand and opt for a powerful footballer instead.

Strengths

Generally one of the main strengths of Tiger Woods’ brand is his talent and successive wins in the golfing industry. This has made his name known to most of the people around the world. It could be called an internal strength that is based on talents that Woods have gained for the golfing sport. Unlike other business brands which have many strengths based on quality, technology and cost, Tiger Woods’ brand is based only on his successful golfing career. The fact that he has won many titles makes his name globally popular.

Weaknesses

One of the main weaknesses of the famous player’s brand is the scandal that he faced. Before the scandal, Tiger Woods was known to be a polite family man. The scandal ruined his name and nearly destroyed his family. It also affected Tiger Woods’ brand with many fans considering him a tainted player.

This case resulted in the fact that the player lost many contracts and sponsorship. Tiger Woods’ brand’s managers are currently working on improving his reputation. Another weakness affecting most sportsmen is age. As they become old, they lose their skills. The brand name erodes and is replaced by the current world champions.

Opportunities

These are the external factors promoting the development of Tiger Woods’ brand. As the golfing sport gains popularity across the globe, the player is gaining more fans and becoming more popular.

This strengthens his brand image. In addition, more and more companies are also willing to work with the celebrity. As these companies advertise using pictures of Tiger Woods, they make his brand even more popular. A successful career in the future is also an opportunity for his brand to develop. If he becomes the best all time golf player in the world, Tiger Woods’ brand will be strengthened even more.

Threats

There are many external negative forces that may affect Tiger Woods’ brand. Incase another golfer defeats Tiger Woods successively, his brand image will be affected and weakened. The brand will also loose popularity if other sportsmen outside the golf sport show more success in the sport branch. This will make fans switch from golf to other sportsmen in football, rugby, basketball, and athletics.

Summary

For Tiger Woods’ brand to grow, the brand manager must work on improving the weaknesses that he is facing. To deal with the threats, the brand manager should effectively market Tiger Woods’ brand and the golf sport in general. The strengths and opportunities should also be exploited towards the enhancement of the brand.

References

Aaker, D. A. (2002). Building strong brands. London, England: Simon & Schuster.

De Chernatony, L., & McDonald, M. (2001). Creating powerful brands in consumer, service and industrial markets (2nd edition ed.). Oxford, England: Butterworth‐ Heinemann. (2013). Web.

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IvyPanda. 2019. "Branding Analysis in Modern Business Environment." August 2, 2019. https://ivypanda.com/essays/branding-analysis/.

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