Brand Jordan Essay Example | Topics and Well Written Essays - 1250 words

put up Jordan - Essay ExampleEvidently, the five key attributes to Jordan could be listed as capacious athlete, ultra-competitive champion, well-known African-American, Handsome guy, and fascinating spokesman (Case Study). The leading attribute will be the atomic number 53 that creates a perceptual label within a persons mind and drags his attentions on encountering the incident personal reproach. The leading attribute behind the place Jordan was the greatest basketb either player of all clip. 2. Team Jordan candidates and the brand attributes One of the candidates suggested for the Brand Jordan with so much popularity was the eminent soccer player David Beckham. He started his vocation from becoming a winning soccer player at the age of 14 and by and by was known for his youth empowerment and training programs. Brand Jordan considered Beckham to sustain the reputation of the brand as his career portrayed numerous achievements, like having a free-kick technique named after him, which could drag the attention of customers. Besides he has been at his best with the Manchester United. Signing with Beckham would be a good start for entering the world of soccer. However, he was in his mid thirties and would be approaching the end of his career soon. Jamie Foxx was at his all clock time high popularity in 2006. He was an American Academy deliver winning actor and a Grammy Award nominated singer and comedian. His noticeable personal attributes were attractive, athletic African-American, and good fit for the lifestyle products. However, Larry Miller, president of Brand Jordan had a second thought whether signing Foxx in a low-profile endorsement would be profitable or would detract from the brand. Another candidate for the team was a professional golfer from Hawaii, Michelle Wie, a 6-feet woman successfully driving back majority of professional women golfers. Wie had a seemingly limitless potential while normally comparing with the Tiger Woods and Sorenstam. Wie has been eminent in her career and was an incredible athlete, but that was not all sufficient to decide that whether golf was the right starting point for the Brand Jordan to reach out to women. Chinese market was an important factor for the expansion of the Brand Jordan, and a best way to promote the brand over the China market was signing Liu Xiang, a 22 years old Chinese athlete who was best known for winning the 110 meters hurdles at his first IAAF Grand Prix in Lausanne. His popularity was set ahead increased when he tied the world record of 12.91 seconds of Colin Jackson, a first time achievement of a non-African descent. Another advantage was that this endorsement would diminish the value of rival Reeboks market. Though the Xiang has been considered the superstar in his home country in whose market the brand had a bright future, which was not all enough to get into a contract with the athlete. A big concern on selecting Xiang was about the Chinese disposals endorsemen t with him on a cigarette brand. 3. Importance of celebrity endorsement Obviously, celebrity endorsements bear been identified and accepted by the firms as it has direct results that influences the brand the company is trying to send through and through a person in a way that the customers experience a sense of similarity with the brand. Brand Jordan felt that the celebrity endorsement would be an important factor as the consumers tend more to turn over information from a celebrity whom they know than a person they do not. Besides, the celebrity has the ability to conduct their eminent and