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