Strategic Communication Plan for Under Armour's New Fashion Line
Added on 2023-04-22
7 Pages1837 Words219 Views
|
|
|
Running head: STRATEGIC COMMUNICATION PLAN
Strategic Communication Plan
Name of the Student
Name of the University
Author notes:
Strategic Communication Plan
Name of the Student
Name of the University
Author notes:
1STRATEGIC COMMUNICATION PLAN
Part 1
Key Message
The purpose of the campaign is to initiate the sales of the new fashion line that is
being launched by Under Armour Inc. The aim of this initiative is to make the launch of the
new fashion line successfully in the market. It has been proven that a brand ambassador helps
to propel a product at any phase in a product’s product life cycle (Chan, Leung & Luk, 2013).
Thus the rationale behind choosing to stick with the current strategy as compared to the other
strategies is justified. The aim of paper is to communicate the idea of including a brand
ambassador to the stakeholders of the company. The decision has been taken considering
other similar cases where introducing a brand ambassador propelled the success of the brand.
The ‘Project Rock’ initiative was used by the company to make itself more visible in the
fitness industry. Furthermore the iconic wrestler turned actor Dwayne Johnson helped attract
audiences of varied demographics towards the direction of the brand. Thus the same
technique is assumed to help the success and launch of the newly formulated fashion line of
the company.
Background and rationale
Celebrity brand endorsement and brand endorsements in a general sense have the
ability to put a particular, product, service or initiative forward to the masses (Ambroise et
al., 2014). It can be said that a successful brand ambassador has the power to increase the
brand’s visibility (Douglas & Craig, 2013). They have the power to increase the sales that the
brand generates and provide a platform on which a brand can sustain for years, in the long
run. Selection of a brand ambassador can become a challenging task (Nelson & Deborah,
2017). It has to be considered how the public figure or the celebrity to be endorsed is
perceived by the public. The reputation that the celebrity might have can be correlated with
Part 1
Key Message
The purpose of the campaign is to initiate the sales of the new fashion line that is
being launched by Under Armour Inc. The aim of this initiative is to make the launch of the
new fashion line successfully in the market. It has been proven that a brand ambassador helps
to propel a product at any phase in a product’s product life cycle (Chan, Leung & Luk, 2013).
Thus the rationale behind choosing to stick with the current strategy as compared to the other
strategies is justified. The aim of paper is to communicate the idea of including a brand
ambassador to the stakeholders of the company. The decision has been taken considering
other similar cases where introducing a brand ambassador propelled the success of the brand.
The ‘Project Rock’ initiative was used by the company to make itself more visible in the
fitness industry. Furthermore the iconic wrestler turned actor Dwayne Johnson helped attract
audiences of varied demographics towards the direction of the brand. Thus the same
technique is assumed to help the success and launch of the newly formulated fashion line of
the company.
Background and rationale
Celebrity brand endorsement and brand endorsements in a general sense have the
ability to put a particular, product, service or initiative forward to the masses (Ambroise et
al., 2014). It can be said that a successful brand ambassador has the power to increase the
brand’s visibility (Douglas & Craig, 2013). They have the power to increase the sales that the
brand generates and provide a platform on which a brand can sustain for years, in the long
run. Selection of a brand ambassador can become a challenging task (Nelson & Deborah,
2017). It has to be considered how the public figure or the celebrity to be endorsed is
perceived by the public. The reputation that the celebrity might have can be correlated with
2STRATEGIC COMMUNICATION PLAN
the brand they are endorsing. Michael Jordan needs no formal introduction, he can be
considered one of the greatest basketball player of all time. Furthermore, his persona on the
court and off it was highly dynamic. Nike realised the same and decided to give Jordan an
endorsement contract. This initiative changed the position of Nike in the United States
market. The success of the brand further led to the creation of the brand that was named after
the athlete himself. It was called Jordan and it represented what Michael Jordan stood for
(Smith, 2014). They buyer of the Jordan Sneakers could relate to the lifestyle of Michael
Jordan along with the luxury factor. That is the reason why Jordan is still a successful
company on its own. This endorsement can be considered as one of the most successful
celebrity brand endorsements in history. Even though celebrity brand endorsement existed
from way before the aforementioned endorsement, the latter helped brands across the world
identify the importance of celebrity brand endorsements (McKelvey, Goins & Krauss, 2015).
There can be numerous other examples of celebrity brand endorsements that helped increase
a brand’s visibility. Other notable celebrity brand endorsements that shook the industry are;
David Beckham’s Gillette endorsement, Britney Spear’s endorsement with Pepsi, Leonardo
Dicaprio’s TAG Heuer endorsement and many more.
Insights can be taken form the performance of Under Armour’s endorsement with
Dwayne Johnson. Even though celebrity brand endorsements are considered expensive, the
company’s capabilities have been realised and it deemed that the company can afford yet
another celebrity brand endorsement. The success of brand endorsements in the past have
proven that the company’s product and the image will be highlighted by a brand endorsement
even though a certain amount of risk is associated with the same (Prasad, 2013). However, if
the marketing team collaborate their efforts with the research team, the company can come up
with an effective idea to select the most suitable brand ambassador.
the brand they are endorsing. Michael Jordan needs no formal introduction, he can be
considered one of the greatest basketball player of all time. Furthermore, his persona on the
court and off it was highly dynamic. Nike realised the same and decided to give Jordan an
endorsement contract. This initiative changed the position of Nike in the United States
market. The success of the brand further led to the creation of the brand that was named after
the athlete himself. It was called Jordan and it represented what Michael Jordan stood for
(Smith, 2014). They buyer of the Jordan Sneakers could relate to the lifestyle of Michael
Jordan along with the luxury factor. That is the reason why Jordan is still a successful
company on its own. This endorsement can be considered as one of the most successful
celebrity brand endorsements in history. Even though celebrity brand endorsement existed
from way before the aforementioned endorsement, the latter helped brands across the world
identify the importance of celebrity brand endorsements (McKelvey, Goins & Krauss, 2015).
There can be numerous other examples of celebrity brand endorsements that helped increase
a brand’s visibility. Other notable celebrity brand endorsements that shook the industry are;
David Beckham’s Gillette endorsement, Britney Spear’s endorsement with Pepsi, Leonardo
Dicaprio’s TAG Heuer endorsement and many more.
Insights can be taken form the performance of Under Armour’s endorsement with
Dwayne Johnson. Even though celebrity brand endorsements are considered expensive, the
company’s capabilities have been realised and it deemed that the company can afford yet
another celebrity brand endorsement. The success of brand endorsements in the past have
proven that the company’s product and the image will be highlighted by a brand endorsement
even though a certain amount of risk is associated with the same (Prasad, 2013). However, if
the marketing team collaborate their efforts with the research team, the company can come up
with an effective idea to select the most suitable brand ambassador.
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents