How did Michael Phelps become a global brand?
The story of Michael Phelps is a phenomenal tale of determination, excellence and branding. The Baltimore native started swimming as a child with encouragement from his mother, and eventually worked his way up to becoming the most decorated Olympian of all time. This essay will analyse how Michael Phelps became a global brand through the use of marketing, branding strategies, social awareness campaigns and crisis management.
Foremost, Michael Phelps became a brand through the judicious use of marketing in conjunction with his marketing team. Michael Phelps collaborated wsll with his marketing team leader, Peter Carlisle, to achieve steady and record victories within the confines of the arena, and to elevate his reputational standing outside of the pool. Foremost, Michael Phelps won eight gold medals and achieved seven international swimming records in the 2008 Olympic Games, which made him a superstar athlete in the field of competitive academic XXXXXXXX. XXX XXXXXXX, Carlisle, was then able to cash in on XXXX XXXXXXX in order to secure XXXXXXXXX sponsorships with leading XXXXXXXXXXXXX corporation backers such as XXX credit card XXXXXXX Visa, XXXX and Aqua XXXXXX.
XXXXXXX XXXXXXXX marketing XXXXXXXXX, XXXXXXXX XXXXXXXX promoted Phelps's brand traits XXX XXXXXX, XXXX as courage, fortitude and performance, through XXXXX XXXXX XXXXXXXXXXXX, and XXXX in XXXX $5 XXXXXXX in XXXXX XXXXXXX XXXXXXXXXX. The XXXXXXXXXXXXX XXXXXX of the XXXXXXXX, coupled with XXX selective and strategic XXX of Phelps's image in XXXXXXXXXXX and XXXXXXXXX campaigns XXXXX a XXXXXXX XX XXXXXXXX XXX services, also XXXXXX XX XXXXX XXXXXX's XXXXXX profile. Carlisle XXXXXXXXX Phelps's outstanding performance in XXX pool XX XXXXXXX qualities of XXXXXXXX, perseverance, XXXXXXXXXX and performance XXXX XXX XXXXXX XXXX XXXXX he XXXXXX sponsorships.
Secondly, XXXXXXX Phelps XXX a team XXXX XXXXXXXX solid XXXXXXXX strategies. XXXXXX's marketing XXXXXXX, XXXXXXXX, XXXX the XXXXXXXX XXXXXXXXXX XX XXXXXXXXX, quality and XXXXXX media XX build XXXXXX's XXXXX XXXX a XXXXXX juggernaut. XXXXXXXX, Carlisle built a XXXXX based on a XXXXXXXX of supporting XXXXXXXX XXX, in turn, XXXXXXXXXXX XX XXX XXXXXXX XXX depth XX Phelps's own XXXXXXXXXX as a XXXXXXXXXXX partner in a variety of XXXX. XX partnering with XXXXXXXX XXXXXXXX XXXXXX XXXX XX Under Armour (a premium equipment and sports XXXXXXX XXXX XXXXXXXX), Omega (a XXXXXX XXXXXXXXXX), Intel (a chipmaker XXX XXXXXXXX accessories XXXXX) the XXXXXXXXXX XXXXXXX and XXX XXXXX by XXX XXXXXXXXXXXXXX equipment corporation, XXXXXXXXX XXXXXX known XXXXX players such XX Master XXXX, Krave and Sina XXXXXX, XXXXXX was able to XXXXXXXX XXXXXX XXXXXXXX XX XXXXX XXXXXX in a manner XXXX XXX both XXXXXXX XXX XXXXX.
Thirdly, Phelps and XXXXXXXX used XXXXXX awareness XXXXXXXXX and social media effectively to XXXXXX XXXXXX's brand XXXXXXXXXX XXX image XX a XXXXXX scale XX a XXXX XXXXXXXXX level. Using the XXX XXXXXXXXX strategy framework, Phelps XXX his managers XXX coaches XXXX able to XXXXXXXXX a sustainable XXXXXX media strategy that XXXXX Phelps's XXXXX image XXXXXX and offline, and XXXXXXXXXXX translate his victories in the XXXX into solid XXXXXXX XXXXXXX XXXX corporate XXXXXXXXXXXX. This XXXXXXXX XXXXXX XXXXXXX it XXXX XXXXXXXX XXXXXX XXXXX channels XX XXXXXXX Phelps's XXXXXXXXX and XXXXXXXX them. XXXXXXXXXXX, XXXXXX successfully used an aggressive XXXXXXXXXXXX social XXXXX strategy XX reach out XX his XXXXXXXXX. XXXXXX XXXXX XXXX XXXXXXXXX XXXXXXX XXXX garnered widespread popularity and which XXXXXX rapidly viral.
Phelps also elevated XXX XXXXX XX championing the XXXXX of swimming and XXXXXX the sport to a level beyond an XXXXX XXXX captures XXXXXX attention only XXXX in four XXXXX. XXXXXXXXX, XXXXXXXX only XXXXXXXX attention XX the Olympic XXXXX. However, XXXXXX wanted XXXXXXXX XX XX followed actively XXX consistently, XXXX a dedicated fan XXXX XXXX the NBA and the XXXX world XXX. XXXXXX XXXX charge of his own XXXXX XXX XXX it to XXXXXXXX raise the profile and XXXXXX XXXXXXXXX XX swimming. Phelps has done so by partnering with a XXXXXX XXXXX swimwear XXXXXXX, XXXX Sphere, XX launch his own swimwear. XXXXXX XXX XXXX XXXXXXXX XXXXXXXX.XXX and XXXXX corporate XXXXXX responsibility projects XX champion swimming and water XXXXXX. XXXXX XXXXXXXXXX XXXXXXXX help to XXXXXXXXXX in an integrated XXX XXXXXXXXXXXXX fashion to raise the XXXXXXX of XXXXXXXX XXXXXXXX.
Finally, crisis management has XXXX XXXXXXXX in XXXXXXXX Phelps to XXXXXXXXXXXX maintain XXX XXXXX XXXX. XXX example, a few XXXXX ago, XXXXXX was caught on XXXXXX XXXXXXX a bong, XXX XXX also XXXXXXX to have XXXXXXXXX an XXXXXXXX XXXXXXXX suit XXXX XXXX its XXXXXXX an unnatural XXXXXXXXX in XXX XXXX. XXXXX shortcomings XXXXXXXXXXXXX XXXXXXX his XXXXX value outside XXX pool, and XXXXXXX XXXXXXXX, XXXX XX Kelloggs, withdrew their sponsorship as they XXXX XXXX Phelps's XXXXXXX were XX XXXXXX XXXXXXXXXXXXXX of XXX type of brand XXXXXX that XXXX were trying XX project to XXX public. XXXXX types XX public XXXXXXXXX XXXXXXXX XXXX also XXXXXXXXX XXX XXXXXXXXXXX and brand XXXXX of XXXXX athletes XXX XXXXXXXXXXX. Tiger XXXXX, for example, XXX a decades-XXXX XXXXX reputation ruined XXXXXXXXX after sordid XXXXXXXXXXX XX XXX XXXXXXXXXXXX XXXXXXX emerged. Kanye XXXX XXX his XXXXXXXXX XXXXX XXXX many studios XXX record companies cancelled XXXXX XXXXXXXXXXX of XXX XXXXXXXX abuse XXXXXXX.
XXXXXXX, XXXXXX had a solid public relations XXXX that XXXXXXXXX XXX damage XXXXXXXXXXXXX, XXXX XXXXXXXX XXXXXX XX maintain a strong XXXXXX brand. The XXXXXX relations XXXX XXXXXX XX convey an image of XXXXXX XX a contrite and XXXXXXXXXX individual who XXX made a XXXXXX XXXXXXXXX XXXXXX XXXXX XXX XXXXXX of an XXXXXXX XXXXXX. Their XXXXX strategies XXXXXX XXXXXX XXXXXXXX, with XXX XXXXXX buying XXXX a XXXXXXXXX of XXXXXXXXXX and forgiveness. In XXXXX so, XXX XXXXX strategies of Phelps's public XXXXXXXXX XXXX XXXXXXX XXXXXX to XX XXXXXXXXXXXXX in XXX eyes of the general XXXXXX and his major corporate sponsors.
XX conclusion, XXXXXXX Phelps XXXXXX a global XXXXX through the XXX XX marketing, XXXXXXXX XXXXXXXXXX, social XXXXXXXXX XXXXXXXXX XXX crisis management. These XXXX factors frequently XXXXXXXXX XXX XXXXXXX of up XXX XXXXXX athletes, and decide whether they eventually fade into obscurity, or XXXXXXXX for years XX a financially sustainable global XXXXX.
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