A Red Devils-inspired parallel in the re-branding of AIG?
AIG’s sponsorship of Manchester United has given the insurance giant a big boost in brand visibility. However, before more value can be extracted from the $107 million deal, the financial crisis hit. Coupled with the on-going outrage over AIG’s legal obligations to pay bonuses to the Financial Produ...
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2009
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sg-smu-ink.ksmu-12872018-07-06T05:37:44Z A Red Devils-inspired parallel in the re-branding of AIG? Knowledge@SMU AIG’s sponsorship of Manchester United has given the insurance giant a big boost in brand visibility. However, before more value can be extracted from the $107 million deal, the financial crisis hit. Coupled with the on-going outrage over AIG’s legal obligations to pay bonuses to the Financial Products division -- the same business unit that caused most of its financial issues, the company is suffering from unprecedented damage to its credibility and branding. Steps are being taken to re-brand the company. How can this be more effective? 2009-04-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/ksmu/288 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1287&context=ksmu http://creativecommons.org/licenses/by-nc-nd/4.0/ Knowledge@SMU eng Institutional Knowledge at Singapore Management University Business Marketing |
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Business Marketing |
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Business Marketing Knowledge@SMU A Red Devils-inspired parallel in the re-branding of AIG? |
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AIG’s sponsorship of Manchester United has given the insurance giant a big boost in brand visibility. However, before more value can be extracted from the $107 million deal, the financial crisis hit. Coupled with the on-going outrage over AIG’s legal obligations to pay bonuses to the Financial Products division -- the same business unit that caused most of its financial issues, the company is suffering from unprecedented damage to its credibility and branding. Steps are being taken to re-brand the company. How can this be more effective? |
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| title |
A Red Devils-inspired parallel in the re-branding of AIG? |
| title_short |
A Red Devils-inspired parallel in the re-branding of AIG? |
| title_full |
A Red Devils-inspired parallel in the re-branding of AIG? |
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A Red Devils-inspired parallel in the re-branding of AIG? |
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A Red Devils-inspired parallel in the re-branding of AIG? |
| title_sort |
red devils-inspired parallel in the re-branding of aig? |
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Institutional Knowledge at Singapore Management University |
| publishDate |
2009 |
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https://ink.library.smu.edu.sg/ksmu/288 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1287&context=ksmu |
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