TOPIC: EFFECT ON BRAND ambassador in a TROUBLE TIME TO BE ILLUSTRATED WITH THE SUCCESS STORY

SUBJECT: PUBLIC RELATIONS MANAGEMENT Name: pratik punewar Roll no.: 042

SUBMITTED TO: PROF. PASHMEEN

Nikes The U.S footwear market had stagnated. Footfalls at retail outlet and malls had plummeted. Nikes two major competitors namely Adidas and Reebok, three years after their merger were determined to be a very tough competitor. Add to all this - the recession! However, surprisingly Nikes performance exceeded all expectations with Nike reaching at an all time high market share of 50%, beating all its competitors across most of the product categories. One of major reasons for success of Nike was its brand ambassadors who had continued the aura created by the legendary Michael Jordan Roger Federer and Rafael Nadal. The Wimbledon Tennis Finals of 2008 was in essence a five-hour long Nike commercial. Strength of Nike lies in its ability to identify and sign athletes who transcend their sports to such great effect, which in turn becomes the pillars of strength of their brand and a source of competitive advantage.

General Motors and Saif Ali Khan General Motors was reeling under the pressures of the competitive automobile markets of the U.S.A. But in a great contrast, General Motors India was reveling under the strong performance of its Chevrolet Aveo & U-VA range of cars. One has to give credit to GM India who chose, in the form of Saif Ali Khan, a brand ambassador who can effortlessly embody the dimensions of performance, aesthetics, substance and style with class and exuberance that are in sync with the inherent qualities of the brand Chevrolet.