Livestrong Branding Project

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KIN 550 - Marketing Management for the Sports Industry Brand Strategy & Marketing Campaign Group Project - Livestrong Foundation Syque Caesar John Ryan Kelly Vaughn Jeff Weintraub December 10, 2013 Table of Contents ___________________________________________________________ Executive Summary 3 Brand Audit Exploratory Research 4 Situation Analysis 7 Assessment of Current Strengths and Weaknesses 9 Analysis of Competition 11 Research Methods 12 Brand Positioning Analysis 15 Integrated Marketing Communications Program 17 Advertising Objectives 17 Sales Promotion 18 Public Relations/Publicity/Sponsorship 19 Conclusion 19 References 20 Livestrong Foundation I. Executive Summary The Livestrong Foundation was founded in 1997 by famous American cyclist, and cancer survivor, Lance Armstrong. The Livestrong brand was launched in 2003, formed to inspire and empower cancer survivors and their families, as well as to provide cancer patients with free support programs during treatment. Livestrong was not a research based charitable organization, as it mainly focused on supporting those undergoing cancer treatment. Merchandise created by Livestrong stood for hope and victory, something that resonates with its audience. Following the Lance Armstrong doping scandal, and Livestrong cutting ties with Armstrong, the company transitioned into a period of rebranding. The first steps of the rebranding strategy involve hiring new celebrity ambassadors in actress Christina Applegate and NHL Hall of Famer Mario Lemieux. This would give the organization two recognizable and popular spokespeople that have survived cancer and would help with the transition from Armstrong. Along with the

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