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post #166 of 214 (permalink) Old 01-31-2013, 01:33 AM
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Re: novak djokovic endorsements potential

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Ummmm, I said the OP DIDN'T have ulterior motives (but that it was a silly question).
I misread but that makes it more baffling that you think this thread is so unwarranted. The broader subject of player marketing is quite interesting and not discussed that often on these boards.

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post #167 of 214 (permalink) Old 01-31-2013, 01:41 AM
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Re: novak djokovic endorsements potential

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I misread but that makes it more baffling that you think this thread is so unwarranted. The broader subject of player marketing is quite interesting and not discussed that often on these boards.
I don't know what's the problem with you lately but your reading comprehension in this thread is beyond poor.
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post #168 of 214 (permalink) Old 01-31-2013, 01:44 AM
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Re: novak djokovic endorsements potential

I think Novak needs to hobnob more with celebrities or other elite sportspeople. Roger was associated with Tiger for a while (before the scandal broke out) and been seen with Kobe, even Nadal. Rafa has a whole slew of athletes from Spain and is also associated with soccer, a much bigger sport than tennis. As well as on the tennis court – not so much with winning – as much as how you conduct yourself on it. Roger will always be viewed as having a graceful and elegant style, and you can see that reflected in his endorsement deals. Nadal's deals are also reflected in his image of power and fighting spirit. With Novak, I don't really know what he brings that the other two don't – maybe flexibility but I don't know how you'd market that; jokiness could be good; and being a good sport (when winning or losing) could also be good. As others have stated, his country of origin hurts him a bit because of its obscurity, low population and chequered history. I couldn't believe that Li Na, with her lone major, is the second highest paid female athlete through endorsements; but that's helped due to China's large population.
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post #169 of 214 (permalink) Old 01-31-2013, 01:47 AM
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Re: novak djokovic endorsements potential

MTFers can argue about this into perpetuity, but nothing we say here means anything.

Marketers make decisions based on focus groups and polling and none of us have access to those materials. Also it helps to have a really good agent/pr guy.

Nole seems to have an outgoing personality that would do well with sponsors. He probably has more of a personality to market himself than do some other tennis players.

But I don't see how any of us can really speak with expertise about his marketability.
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post #170 of 214 (permalink) Old 01-31-2013, 02:03 AM
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Re: novak djokovic endorsements potential

I think there's only one solution: sex tape w/ janko
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post #171 of 214 (permalink) Old 01-31-2013, 02:07 AM
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Re: novak djokovic endorsements potential

Every year there is a limited amount of money which can be spent on endorsing tennis athletes. Most sponsors are currently fulfilling multi-year contracts with Nadal and Federer. At the end of these contracts, difficult marketing choices will have to be made. Whichever player is able to sell more product, will enjoy the larger contracts.

Lets look at how advertisers emphasize the strengths of the big 3 in order to sell product. Keep in mind that records, winning, stamina, style-of-game, and mental toughness are the KEY brand attributes that move tennis product. Pony tails, muscle shirts, coloured laces, shirt ripping, the desire to be affiliated with a matador image, signing a million tennis balls after a match, a likeable reputation for holding babies, are all more obscure SECONDARY brand attributes. There are many players on tour who have bigger rock star personalities than the big 3. Why do we absolutely not care about them? Because they are defined by obscure second tier attributes.

Lets look at some KEY attributes of the big 3 which translate into brand equity.


1) Some brand equity strengths which Roger currently enjoys:

a) He’s the winningest player of all time and a major killjoy for any up-and-comer endorsement bandit, trying to wrest that prized Nike contract from Roger’s soft but kung-fu grip like hands is a tall order. His brand equity and image in this regard is without precedent except for the likes of other superstars such as Michael Jordan or pre-seven-year-itch Tiger Woods. Their success is forged not overnight but over careers approaching 15 years. Since their success was not built overnight, neither will the endorsements disappear over night. The WINNING image of Jordan was able to move product for many years after he retired and so it will be with Fed (unless his friend Tiger Woods brushes off on him and tennis prudes start to run for cover at their country clubs).

b)Roger has an almost complete game which many tennis players aspire to. Who wants to be a mindless ball basher after all?

Summary of Roger’s key marketable strengths: TONS of winning (unlike Charlie sheen), records, and style-of-game.

2)Some brand equity strengths which Rafa currently enjoys:

a) Like Roger, he has won a ton of tournaments and set records at RG. Again, we all want to be associated with winners.

b)He is associated with stamina, strength, incredible endurance, mental toughness; all characteristics of YOUTH. All sports fans and physically active people greatly covet these attributes, they are universal. It’s how we transcend our mortality and inevitable decrepitude which transforms the most glorious of bodies. Many athletic people will go to great lengths to experience this zone at least once in their lives and use rigorous exercise, dieting, tanning, surgery, to hold on to youth and fitness. Even the casual athlete will be somewhat seduced by these ideals. This market is enormous.

c)Some here have confused his snarling and flexing as key selling points but they are not. They are secondary attributes. There are many snarling and flexing fools on tour (Monfils anyone?).

Summary of Rafa’s key marketable strengths: TONS of winning, records, strength and youth imagery.


3)Some brand equity strengths which Novak currently enjoys:

a)Because the djoker is a giant killer, his key attrtibute = WINNING. He enjoys the reputation of toppling the greatest players in the game. Over time this attribute will be emphasized, capitalized, and developed even further. Assuming Nike lands Novak, one can presume that the tone of their ads would focus on the giant killer theme more and more. This might cannibalize sales of Roger and Rafa endorsements but its an executive decision that Nike might need to make at some point.

b)Novak has begun to break records at slams = WINNING. No doubt over the years, the records will start to fall, and as he approaches the achievements of his contemporaries, advertising dollars will start to defect more and more towards him.

c)Nole exhibits the same physical strengths and youth imagery which Rafa enjoys (perhaps even surpassing him). This is again, very appealing to young and old people, athlete and couch-potato alike. More epic matches, displays of super-endurance, shirt ripping, and proudly displaying an extraordinarily fit physique will seduce more and more people over time. People will want to be associated with this virile fountain of youth.

d)The falcons’s mental toughness has already become renowned. He’s a living legend, surpassing Federer and perhaps Nadal. This attribute will continue to grow and become emphasised over the years.

e)Some secondary attributes are his off-court charisma, personality, and intelligence. They are secondary attributes because even Roger has shown that one can enjoy extraordinary success despite having very few, if none of them. I was going to say that Roger is as smart as a bag of hammers but I’ve made a new years resolution to resist the urge to ridicule (too much). It’s not healthy.

Summary of Novak’s key marketable strengths: TONS of winning, records, strength and youth imagery. All of these will continue to grow.

__________________________________________________ __________________________________________


In summary, the current reality is that both Roger and Rafa are continuing to enjoy lucrative benefits because of past success. Brands are not built, nor destroyed overnight. As Novak continues to build on some of those key selling attributes which all athletes and sports fans prize, his brand will continue to grow, and may even eclipse his adversaries.

Finale, conclusion and inevitable attempt at clownish glory hunting:

Who’s to tell how far Novak will go? Records are made to be broken, and although we respect past champions, we need a hero we can see, hear and aspire to be like. It’s inevitable that Roger retire and diminish, and it will be hard for Rafa to regain the glory of the past, but out of these ashes a new phoenix will arise, or rather, a FALCON, and on his wings the human spirit will soar to new heights. Nevertheless, we are not judged by the size of our endorsements, or how much money we earn, but on how hard we try with what we’ve been given. I’ve seen few people try harder and overcome more obstacles than Novak Djokovic. This is what champions are made of and that is what his brand will be built upon.

Some possible marketing slogans we might see soon to cash in on the one hundred zillion dollar “I am a pretender and wannabe” sports market:

• Novak Djokovic: GIANT KILLA!
• Novak Djokovic: The people’s champion
• If Novak can, so can YOU!
• JUST DO IT! (like Novak)
• Be a Djo-champion!
• Train Harder! Enter the Nole-Zone

The concluding conclusion:

Despite all this nonsense, and a small degree of self-loathing (being exposed to marketing on a daily basis), I respect the Jim Morrison types all the more. Legend has it he went crazy when his band mates commercialized “light my fire.” Some things you just can’t or should not be able to sell. I’m sure Novak will make the right decisions and continue to share most of that wealth which is coming his way. Life is about more than money. You are NOT your job and money cannot make you truly happy despite what the gangsta rappers will tell you.

---enter stage left: bare footed hippies holding hands, curtain comes down, thread closed.

Novak Djokovic nº1!
The Golden Era of Novak: Australian Open * Dubai * Indian Wells * Miami * Belgrade * Madrid * Rome * Wimbledon * Montreal * US Open * Abu Dhabi * Australian Open * Miami * Toronto * China * Shanghai * World Tour Finals 2012 * Australian Open 2013 * Dubai * Montecarlo * Beijing * Shanghai * Paris * WTF * Indian Wells * Miami * Rome * WIMBLEDON 2014 * AUSSIE OPEN 2015 * Indian Wells * Miami
Federer to Nole: "Amazing year. Amazing tournament. Amazing match. You are THE BEST!"
Either you get him or you don't!

Last edited by Mr. Oracle; 01-31-2013 at 02:39 AM.
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post #172 of 214 (permalink) Old 01-31-2013, 02:16 AM
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Re: novak djokovic endorsements potential

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Originally Posted by Mr. Oracle View Post
• Novak Djokovic: The people’s champion
• If Novak can, so can YOU!
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post #173 of 214 (permalink) Old 01-31-2013, 02:19 AM
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Re: novak djokovic endorsements potential

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Originally Posted by Mr. Oracle View Post
Every year there is a limited amount of money which can be spent on endorsing tennis athletes. Most sponsors are currently fulfilling multi-year contracts with Nadal and Federer. At the end of these contracts, difficult marketing choices will have to be made. Whichever player is able to sell more product, will enjoy the larger contracts.

Lets look at how advertisers emphasize the strengths of the big 3 in order to sell product. Keep in mind that records, winning, stamina, style-of-game, and mental toughness are the KEY brand attributes that move tennis product. Pony tails, muscle shirts, coloured laces, shirt ripping, the desire to be affiliated with a matador image, signing a million tennis balls after a match, a likeable reputation for holding babies, are all more obscure SECONDARY brand attributes. There are many players on tour who have bigger rock star personalities than the big 3. Why do we absolutely not care about them? Because they are defined by obscure second tier attributes.

Lets look at some KEY attributes of the big 3 which translate into brand equity.


1) Some brand equity strengths which Roger currently enjoys:

a) He’s the winningest player of all time and a major killjoy for any up-and-comer endorsement bandit, trying to wrest that prized Nike contract from Roger’s soft but kung-fu grip like hands is a tall order. His brand equity and image in this regard is without precedent except for the likes of other superstars such as Michael Jordan or pre-seven-year-itch Tiger Woods. Their success is forged not overnight but over careers approaching 15 years. Since their success was not built overnight, neither will the endorsements disappear over night. The WINNING image of Jordan was able to move product for many years after he retired and so it will be with Fed (unless his Tiger Woods brushes off on him and tennis prudes start to run for cover at their country clubs).

b)Roger has an almost complete game which many tennis players aspire to. Who wants to be a mindless ball basher after all?

Summary of Roger’s key strengths: TONS of winning (unlike like Charlie sheen), records, and style-of-game.

2)Some brand equity strengths which Rafa currently enjoys:

a) Like Roger, he has won a ton of tournaments and set records at RG. Again, we all want to be associated with winners.

b)He is associated with stamina, strength, incredible endurance, mental toughness; all characteristics of YOUTH. All sports fans and physically active people greatly covet these attributes, they are universal. It’s how we transcend our mortality and inevitable decrepitude which transforms the most glorious of bodies. Many athletic people will go to great lengths to experience this zone at least once in their lives and use rigorous exercise, dieting, tanning, surgery, to hold on to youth and fitness. Even the casual athlete will be somewhat seduced by these deals. This market is enormous.

c)Some here have confused his snarling and flexing as key selling points but they are not. They are secondary attributes. There are many snarling and flexing fools on tour (Monfils anyone?).

Summary of Rafa’s key strengths: TONS of winning, records, strength and youth imagery.


3)Some brand equity strengths which Novak currently enjoys:

a)Because the djoker is a giant killer, his key attrtibute = WINNING. He enjoys the reputation of toppling the greatest players in the game. Over time this attribute will be emphasized, capitalized, and developed even further. Assuming Nike lands Novak, one can presume that the tone of their ads would focus on the giant killer theme more and more. This might cannibalize sales of Roger and Rafa endorsements but its an executive decision that Nike might need to make at some point.

b)Novak has begun to break records at slams = WINNING. No doubt over the years, the records will start to fall, and as he approaches the achievements of his contemporaries, advertising dollars will start to defect more and more towards him.

c)Nole exhibits the same physical strengths which Rafa enjoys (perhaps even surpassing him). This is again, very appealing to young and old people alike.

d)The falcons’s mental toughness has already become renowned. He’s a living legend, surpassing Federer and perhaps Nadal. This attribute will continue to grow and become emphasised over the years.

e)Some secondary attributes are his off-court charisma, personality, and intelligence. It’s a secondary attribute because even Roger has shown that one can enjoy extraordinary success despite having very little of it. I was going to say that Roger is as smart as a bag of hammers but I’ve made a new years resolution to improve on the urge to ridicule. It’s not healthy.

Summary of Novak’s key strengths: TONS of winning, records, strength and youth imagery. All of these will continue to grow.

__________________________________________________ __________________________________________


In summary, the current reality is that both Roger and Rafa are continuing to enjoy lucrative benefits because of past success. Brands are not built, nor destroyed overnight. As Novak continues to build on some of those key selling attributes which all athletes and sports fans prize, his brand will continue to grow, and may even eclipse his adversaries.

Finale, conclusion and inevitable attempt at glory hunting:

Who’s to tell how far Novak will go? Records are made to be broken, and although we respect past champions, there is we need a hero we can see, hear and aspire to be like. It’s inevitable that Roger retire and diminish, and it will be hard for Rafa to regain the glory of the past, but out of these ashes a new phoenix will arise, or rather, a FALCON, and on his wings the human spirit will soar to new heights. Nevertheless, we are not judged by the size of our endorsements, or how much money we earn, but on how hard we try with what we’ve been given. I’ve seen few people try harder and overcome more obstacles than Novak Djokovic. This is what champions are made of and that is what his brand will be built upon.

Some possible marketing slogans we might see soon to cash in on the one hundred zillion dollar “I am a pretender and wannabe” sports market:

• Novak Djokovic: GIANT KILLA!
• Novak Djokovic: The people’s champion
• If Novak can, so can YOU!
• JUST DO IT! (like Novak)
• Be a Djo-champion!
• Train Harder! Enter the Nole-Zone

Despite all this nonsense, and a small degree of self-loathing (being exposed to marketing on a daily basis), I respect the Jim Morrison types all the more. Legend has it he went crazy when his band mates commercialized “light my fire.” Some things you just can’t or should not be able to sell. I’m sure Novak will make the right decisions and continue to share most of that wealth which is coming his way. Life is about more than money. You are NOT your job!

---enter stage left: bare footed hippies holding hands, curtain comes down, thread closed.
Do I have permission to sell this thesis to some of my marketing uni mates?

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post #174 of 214 (permalink) Old 01-31-2013, 02:47 AM
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Re: novak djokovic endorsements potential

Quote:
Originally Posted by star View Post
MTFers can argue about this into perpetuity, but nothing we say here means anything.

Marketers make decisions based on focus groups and polling and none of us have access to those materials. Also it helps to have a really good agent/pr guy.

Nole seems to have an outgoing personality that would do well with sponsors. He probably has more of a personality to market himself than do some other tennis players.

But I don't see how any of us can really speak with expertise about his marketability.
Good points. Focus groups are really important when marketers try to sell generic products and brand imagery needs to be built (ie judging commercials that use babes to sell beer - the B&B technique as I like to call it - amazing that some people can be conditioned like that). Novak is a marketer's dream because the product will sell itself. Really, time will tell. It's still way to early in his career.

Novak Djokovic nº1!
The Golden Era of Novak: Australian Open * Dubai * Indian Wells * Miami * Belgrade * Madrid * Rome * Wimbledon * Montreal * US Open * Abu Dhabi * Australian Open * Miami * Toronto * China * Shanghai * World Tour Finals 2012 * Australian Open 2013 * Dubai * Montecarlo * Beijing * Shanghai * Paris * WTF * Indian Wells * Miami * Rome * WIMBLEDON 2014 * AUSSIE OPEN 2015 * Indian Wells * Miami
Federer to Nole: "Amazing year. Amazing tournament. Amazing match. You are THE BEST!"
Either you get him or you don't!

Last edited by Mr. Oracle; 01-31-2013 at 03:16 AM.
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post #175 of 214 (permalink) Old 01-31-2013, 02:50 AM
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Re: novak djokovic endorsements potential

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Originally Posted by Hewitt =Legend View Post
Do I have permission to sell this thesis to some of my marketing uni mates?
Bro, knock yourself out. Like computer activist Aaron Swartz (God rest his soul), I think more things should be free.

Novak Djokovic nº1!
The Golden Era of Novak: Australian Open * Dubai * Indian Wells * Miami * Belgrade * Madrid * Rome * Wimbledon * Montreal * US Open * Abu Dhabi * Australian Open * Miami * Toronto * China * Shanghai * World Tour Finals 2012 * Australian Open 2013 * Dubai * Montecarlo * Beijing * Shanghai * Paris * WTF * Indian Wells * Miami * Rome * WIMBLEDON 2014 * AUSSIE OPEN 2015 * Indian Wells * Miami
Federer to Nole: "Amazing year. Amazing tournament. Amazing match. You are THE BEST!"
Either you get him or you don't!
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post #176 of 214 (permalink) Old 01-31-2013, 02:58 AM
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Re: novak djokovic endorsements potential

His problem is he's playing with Federer/Nadal. If I was looking for a tennis player to endorse my product, why would I pick Nole when it's clear Federer is still winning and Nadal is ... well still practicing? Nole still needs to build his appeal, whereas Federer and Nadal have that and more.

But, I don't know why this topic is brought when it's quite obvious ATOMIC Tomic will take over in a few years time.

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post #177 of 214 (permalink) Old 01-31-2013, 03:07 AM
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Re: novak djokovic endorsements potential

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His problem is he's playing with Federer/Nadal. If I was looking for a tennis player to endorse my product, why would I pick Nole when it's clear Federer is still winning and Nadal is ... well still practicing? Nole still needs to build his appeal, whereas Federer and Nadal have that and more.

But, I don't know why this topic is brought when it's quite obvious ATOMIC Tomic will take over in a few years time.
Bingo, it takes a while to build brand equity. Novak is still in 3rd place. Time and more achievements will help him like they helped the other two. It's as simple as that.

Dollars and cents, pounds, shillings and pence.

Novak Djokovic nº1!
The Golden Era of Novak: Australian Open * Dubai * Indian Wells * Miami * Belgrade * Madrid * Rome * Wimbledon * Montreal * US Open * Abu Dhabi * Australian Open * Miami * Toronto * China * Shanghai * World Tour Finals 2012 * Australian Open 2013 * Dubai * Montecarlo * Beijing * Shanghai * Paris * WTF * Indian Wells * Miami * Rome * WIMBLEDON 2014 * AUSSIE OPEN 2015 * Indian Wells * Miami
Federer to Nole: "Amazing year. Amazing tournament. Amazing match. You are THE BEST!"
Either you get him or you don't!

Last edited by Mr. Oracle; 01-31-2013 at 03:18 AM.
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post #178 of 214 (permalink) Old 01-31-2013, 03:41 AM
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Re: novak djokovic endorsements potential

I forgot the crazy uncle in the attic which no one wants to talk about: the affects of the war on foreign public perception. For the last few decades, the media in trying to make sense of the balkan wars, portrayed Serbia in a mostly negative way. While things are better now, especially with the kids who don't remember any of it, I'm sure there are some adults who associate Novak more with his country, than his tennis, despite all of the charitable works he's done, and message of peace and reconciliation. For sure this has not helped his brand. But it can only improve with time.

Novak Djokovic nº1!
The Golden Era of Novak: Australian Open * Dubai * Indian Wells * Miami * Belgrade * Madrid * Rome * Wimbledon * Montreal * US Open * Abu Dhabi * Australian Open * Miami * Toronto * China * Shanghai * World Tour Finals 2012 * Australian Open 2013 * Dubai * Montecarlo * Beijing * Shanghai * Paris * WTF * Indian Wells * Miami * Rome * WIMBLEDON 2014 * AUSSIE OPEN 2015 * Indian Wells * Miami
Federer to Nole: "Amazing year. Amazing tournament. Amazing match. You are THE BEST!"
Either you get him or you don't!
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post #179 of 214 (permalink) Old 01-31-2013, 03:45 AM
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Re: novak djokovic endorsements potential

Who the hell cares.

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post #180 of 214 (permalink) Old 01-31-2013, 03:55 AM
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Re: novak djokovic endorsements potential

Quote:
Originally Posted by Mr. Oracle View Post
Every year there is a limited amount of money which can be spent on endorsing tennis athletes. Most sponsors are currently fulfilling multi-year contracts with Nadal and Federer. At the end of these contracts, difficult marketing choices will have to be made. Whichever player is able to sell more product, will enjoy the larger contracts.

Lets look at how advertisers emphasize the strengths of the big 3 in order to sell product. Keep in mind that records, winning, stamina, style-of-game, and mental toughness are the KEY brand attributes that move tennis product. Pony tails, muscle shirts, coloured laces, shirt ripping, the desire to be affiliated with a matador image, signing a million tennis balls after a match, a likeable reputation for holding babies, are all more obscure SECONDARY brand attributes. There are many players on tour who have bigger rock star personalities than the big 3. Why do we absolutely not care about them? Because they are defined by obscure second tier attributes.

Lets look at some KEY attributes of the big 3 which translate into brand equity.


1) Some brand equity strengths which Roger currently enjoys:

a) He’s the winningest player of all time and a major killjoy for any up-and-comer endorsement bandit, trying to wrest that prized Nike contract from Roger’s soft but kung-fu grip like hands is a tall order. His brand equity and image in this regard is without precedent except for the likes of other superstars such as Michael Jordan or pre-seven-year-itch Tiger Woods. Their success is forged not overnight but over careers approaching 15 years. Since their success was not built overnight, neither will the endorsements disappear over night. The WINNING image of Jordan was able to move product for many years after he retired and so it will be with Fed (unless his friend Tiger Woods brushes off on him and tennis prudes start to run for cover at their country clubs).

b)Roger has an almost complete game which many tennis players aspire to. Who wants to be a mindless ball basher after all?

Summary of Roger’s key marketable strengths: TONS of winning (unlike Charlie sheen), records, and style-of-game.

2)Some brand equity strengths which Rafa currently enjoys:

a) Like Roger, he has won a ton of tournaments and set records at RG. Again, we all want to be associated with winners.

b)He is associated with stamina, strength, incredible endurance, mental toughness; all characteristics of YOUTH. All sports fans and physically active people greatly covet these attributes, they are universal. It’s how we transcend our mortality and inevitable decrepitude which transforms the most glorious of bodies. Many athletic people will go to great lengths to experience this zone at least once in their lives and use rigorous exercise, dieting, tanning, surgery, to hold on to youth and fitness. Even the casual athlete will be somewhat seduced by these ideals. This market is enormous.

c)Some here have confused his snarling and flexing as key selling points but they are not. They are secondary attributes. There are many snarling and flexing fools on tour (Monfils anyone?).

Summary of Rafa’s key marketable strengths: TONS of winning, records, strength and youth imagery.


3)Some brand equity strengths which Novak currently enjoys:

a)Because the djoker is a giant killer, his key attrtibute = WINNING. He enjoys the reputation of toppling the greatest players in the game. Over time this attribute will be emphasized, capitalized, and developed even further. Assuming Nike lands Novak, one can presume that the tone of their ads would focus on the giant killer theme more and more. This might cannibalize sales of Roger and Rafa endorsements but its an executive decision that Nike might need to make at some point.

b)Novak has begun to break records at slams = WINNING. No doubt over the years, the records will start to fall, and as he approaches the achievements of his contemporaries, advertising dollars will start to defect more and more towards him.

c)Nole exhibits the same physical strengths and youth imagery which Rafa enjoys (perhaps even surpassing him). This is again, very appealing to young and old people, athlete and couch-potato alike. More epic matches, displays of super-endurance, shirt ripping, and proudly displaying an extraordinarily fit physique will seduce more and more people over time. People will want to be associated with this virile fountain of youth.

d)The falcons’s mental toughness has already become renowned. He’s a living legend, surpassing Federer and perhaps Nadal. This attribute will continue to grow and become emphasised over the years.

e)Some secondary attributes are his off-court charisma, personality, and intelligence. They are secondary attributes because even Roger has shown that one can enjoy extraordinary success despite having very few, if none of them. I was going to say that Roger is as smart as a bag of hammers but I’ve made a new years resolution to resist the urge to ridicule (too much). It’s not healthy.

Summary of Novak’s key marketable strengths: TONS of winning, records, strength and youth imagery. All of these will continue to grow.

__________________________________________________ __________________________________________


In summary, the current reality is that both Roger and Rafa are continuing to enjoy lucrative benefits because of past success. Brands are not built, nor destroyed overnight. As Novak continues to build on some of those key selling attributes which all athletes and sports fans prize, his brand will continue to grow, and may even eclipse his adversaries.
Interesting analysis. Definitely some valid points (limited pie, Federer and Nadal taking the lion's share) I don't really agree with the central idea though - that success is the only thing that matters. It's essential, sure, but I don't see success as a brand attribute. I see it as a brand driver.

To use your example, I think Monfils has a much stronger brand than Djokovic. He has a very clear image with a clear target demographic. Now Djokovic's on-court success makes him a lot more commercially successful than Monfils, but I think that is a separate matter. If Monfils had Djokovic's tennis results, his brand would be ridiculously big right now.

To see what I mean you have to look no further than NASCAR. Jimmie Johnson is arguably the GOAT of NASCAR. He is the only driver ever to win five consecutive championships, and has the most titles of any active driver. He has been named DOTY on 4 separate occasions. He has been AP's Male Athlete of the Year. He has been named Forbes' Most Influential Athlete. He has a clean cut image, he has a big charitable foundation - the guy ticks every single box.

Yet endorsements-wise, the guy is only fourth on the list of current drivers. Fourth! Dale Earnhardt Jr and Jeff Gordon both earn almost twice as much as he does. And there is just no comparison in their level of success. Gordon hasn't won the championship in 12 years. Earnhardt hasn't EVER won it.

Why? Because the other two guys (Earnhardt in particular) have very carefully crafted images that tap right into specific demographics exceptionally well. Johnson is just a really great athlete who doesn't have a specifically crafted image. So while he still earns plenty of money just by virtue of being successful, he hasn't really created that iconic brand that defines the other guys.

The key to a successful brand is using success to sell an image. Not using success as the image.

Last edited by Caesar1844; 01-31-2013 at 04:06 AM.
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