A Red Devils-inspired parallel in the re-branding of AIG?

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

4-2009

Abstract

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?

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1203

Subject(s)

Marketing

Citation

Knowledge@SMU. A Red Devils-inspired parallel in the re-branding of AIG?. (2009).
Available at: https://ink.library.smu.edu.sg/ksmu/288