Endorsement task

What meanings does celebrity endorsement bring to the brand in this advert?

Tiger Woods is a professional golfer and TAG Heuer is a big brand which sells expensive price of watches. For the meaning of using Tiger Woods as celebrity is because he was the top golfer in the world of golf. He has the high state and it can reach the demand of TAG Heuer wants. They both have a similar achievement that they received many awards in their professions. TAG Heuer brings Tiger Woods to the upward, also Tiger Woods brings TAG Heuer to the top. This endorsement makes the product and the brand became luxury and gorgeous. Even the status of Tiger Woods is high. Tiger Woods and the brand TAG Heuer become the business partner with the profit. It can show that Tiger Woods's persona was not like a rich man, but he has profession golf skill. This brand makes him become noble. Tiger Woods is the contemporary endorsement of that period of time. He was very famous in the golf world since 2000.

Why do you think Nike dropped him?

However, people cannot become the professional in sport for a long time. Someone has won the award of Tiger's hand. His state was dropping. He was not the most professional golfer anymore. For years later, TAG Heuer and other big brands have dropped Tiger Woods for endorsement. It was because his persona was gone. He had the numbers of relationship outside when he got marriage. It is useless to endorse him of TAG Heuer. For Nike, it still supporting Tiger Woods. Nike still endorse him. In addition, Tiger Woods is infamous. Many brands left him already. It is the reason that Nike was under the pressure of dropping Tiger. Here's another reason of dropping him, that is Tiger was signed with Nike golf brand from a 'start-up' golf company. Nike earned many money from Tiger Woods. It is difficult to drop him.