tiger woods tag heuer

Marketing and Branding are two important words that are often used interchangeably. Both small and large businesses frequently misunderstand their differences.

Understanding the differences between the two can help you improve the potential of your business.

In the post below Tiger Woods is used as an example, but you could easily substitute his brand for that of Arnold Schwarzenegger’s, well you get the picture…

Many people and businesses get marketing and branding mixed up.

Marketing is how you reach your target market with advertising, promotions and public relations. Marketing is showing the world with what you do.

Branding is who you are or what the world thinks you are. Every time a prospect or a potential customer makes contact with you in person, print, virally or by other means, they are formulating an opinion of you as a brand, this is branding.

Over the years, we have seen brands that are in the news for good reasons and for bad reasons – and oftentimes their brand is now suffering.

For instance:

Tiger Woods was a world-wide brand which golfers and non-golfers revered. He became the first “billion dollar athlete” and this was accomplished within 10 years! His image and brand were carefully constructed over time and he was rewarded with endorsements from major companies throughout the world. He was a role model to children with his charity work and through his Tiger Woods foundation.

This all quickly changed at the end of 2009 and the Tiger Woods brand is now tarnished. Unfortunately, no matter what he achieves on or off the golf course, the Tiger Woods brand will now always be associated with marital infidelities.

Most experts believe that his brand will never really recover and that his endorsements of $100 million dollars a year will never reach that level again. Although he has made a comeback, the Tiger Woods brand has suffered.

tarnished brand of tiger woods
The tarnished brand of Tiger Woods. Photo from ayushveda.com

Take Apple for instance. With their successful computers, iPods, iPhones and now with their iPads, they have become an incredibly strong brand.

The public, press and Wall Street believe in Apple and they are rewarded with customer loyalty over and over again which reinforces that brand image.


Guest author: John R. Math has shared some popular posts with Fine Art Tips. You might also like to read, 10 Great Ways to Marketing Art and Develop Your Brand. John is the director and operator of the Light Space & Time – Online Art Gallery, Art Marketing Secrets Websites.



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