Dec 14

Tiger Woods’ Brand: Before & After

Brian Giesen

by Brian Giesen
Category: Australia, Digital Influence, Digital Reputation, Events, Influencers, Infographics, Measurement, Research & Insights, Social Media, Word of Mouth Marketing

Tiger Woods Post

What do hydrants, voicemails and denial have in common?  They’re all now closely associated with the Tiger Woods brand, according to new research from Nielsen Online.

Today, Nielsen Online provided me with a Brand Association Map demonstrating the impact of the controversy on the Tiger Woods brand - based on analysis of online discussion about Tiger Woods both before and after the controversy.

Not surprisingly, as a result of the recent controversy the Tiger Woods brand has gone from being closely associated with video games, golf and other sports to other, well, less wholesome topics.

While the jury’s still out on how long it will take for the Tiger Woods brand to recover, one thing’s for certain - these less wholesome associations will take far longer to fade away.

Tiger Woods Pre-Crisis

This entry was posted on Monday, December 14th, 2009 at 7:54 am and is filed under Australia, Digital Influence, Digital Reputation, Events, Influencers, Infographics, Measurement, Research & Insights, Social Media, Word of Mouth Marketing. You can follow any responses to this entry through the RSS 2.0. You can leave a response, or trackback from your own site.

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4 Responses to “Tiger Woods’ Brand: Before & After”

  1. Ellie Becker Says:
    December 14th, 2009 at 4:28 pm

    Hi, Brian. Nice post. The Nielsen info is very revealing. I found and re-tweeted it as I checked the #TigerWoods Twitter stream doing some research for my own blog. Liked it so much that I linked to you in my post today - the second about Tiger’s troubles in social media perspective. If you’re curious check out http://bit.ly/7mc4l. Glad I found your blog and will visit again for sure.

  2. Jonathan Stray Says:
    December 18th, 2009 at 10:34 am

    I’m sorry, but I find this meaningless because Nielson won’t tell us how it’s created. They’re plotting search terms on two axes here — what do the axes represent and why do we have any reason to believe that whatever they are measuring relates in any way to consumer sentiment?

    I’ve poked around trying to answer these questions but the Nielsen promo materials say absolutely nothing. Please let me know if I’m mistaken and there is a good source.

    Visualizations, like statistics, are incredibly easy to misinterpret. Without the information necessary to interpret them, they are worse than useless. It’s astonishing to me that Nielsen wants people to pay for processed data that it refuses to explain.

  3. Nielsen Says:
    December 23rd, 2009 at 12:09 am

    A brand association map, as was the basis of Nielsen’s press release regarding Tiger Woods (www.nielsen-online.com/pr/woods_BAM-dec09.pdf), is a visualisation tool, very similar to a bulls-eye, that determines correlations between the brand in question and a set of associated terms extracted from thousands of online social media conversations. Phrases that have a relationship to the brand - Tiger Woods in this case - appear within one of the three rings and all words/phrases on the map are significantly correlated to the centre. In this instance, the axes hold no relevance, the dates are 1 October 2009 to 25 November 2009 for the pre-controversy analysis and 26 November 2009 to 6 December for the post-controversy analysis. For ease of viewing, the words are separated on the map into different categories, as seen in the legend. The closer a word appears to the leading concept in the center of the bulls-eye, the stronger the correlation. Also, groups of phrases that reside together on the map are placed together for relationship purposes.

    The value of a brand association map is that it enables brand stakeholders and business executives to quickly understand insights critical to brand health.

    A video providing further information on Nielsen’s brand analysis maps including the Tiger Woods map can be seen at http://www.nielsensmart.com/video/a-cmos-view-of-tiger-woods (registration required) or alternatively go to http://en-us.nielsen.com/tab/product_families/nielsen_buzzmetrics for more information on Nielsen’s BuzzMetrics service.

  4. Brand Says:
    January 6th, 2010 at 6:24 am

    I’ve poked around trying to answer these questions but the Nielsen promo materials say absolutely nothing. Please let me know if I’m mistaken and there is a good source.

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