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1. Assess Reebok's attempts to develop its brand image in China, using Yao Ming as a symbol and spokesperson. Have they done a good job?
2. What would you recommend?
Assess Reebok's attempt to develop its brand image in China, using Yao Ming as a symbol and spokesperson. Have they done a good job?
Yao Ming is a basketball star, and speaks on behalf of Reebok. They offered to pay him $10 million a year to promote their shoes. In the past four years, they have not had much success compared to Nike, Puma, and AG Rudolph Dassler Sport as well as Mizuno Corp. In fact, those companies that are mentioned soared in their sales in China compared to Reebok. Many of the Chinese see Mr. Yao doing ads for McDonalds, and many others; consequently, he is viewed as a pitchman, rather than a spokesperson.
In 2003, Mr. Yao was signed on with Reebok to represent the shoes. Later in 2004, they do signature footwear with his name on it. Adidas eventually decided to buy Reebok for $3.8 billion. By 2006, they are distributing it across Asia to control its brand image. Once 2007 arrived, they campaign "Fuel Yao's Unlimited ...
This solution provided ways in which Reebok attempted to develop their brand image in China, and solutions to make their marketing better.