Tiger comes out of hiding
Professor Ken Wong is available to discuss Tiger Woods’ scheduled reemergence into the public spotlight. Woods is expected to make a statement to a select group of people, including reporters, on Friday, February 19.
“There are two different brands being represented by Tiger Woods right now,” says Professor Wong. “There’s the golfer and there’s the man. The brand of Tiger the golfer is not damaged at all, so it’s really not surprising that companies like Nike are standing by him. Tiger the man is a different story; his infidelity is destroying that brand. If his image had been as a bad boy to begin with, this may not be happening at all. You could say he was guilty of misrepresentation, which raises an interesting question in my mind: Does he owe his sponsors a refund?”
Professor Wong is an Associate Professor and the Commerce ’77 Teaching Fellow in Marketing with Queen’s School of Business. As a teacher, Ken has received numerous awards for his courses in strategic planning, marketing and business strategy. He received his Bachelor of Commerce and MBA degrees from Queen’s University prior to a period of doctoral studies at the Harvard Business School.
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