Question
Group discussion - Under Armour's Founder on Learning to Leverage Celebrity Endorsements Read the following Harvard Business Review article: Under Armour's Founder on Learning
Group discussion - "Under Armour's Founder on Learning to Leverage Celebrity Endorsements"
Read the following Harvard Business Review article:
"Under Armour's Founder on Learning to Leverage Celebrity Endorsements" by Kevin Plank
Questions:
- What asset(s) did Kevin Plank leverage in order to grow the Under Armour business.
- Has Under Armour developed brand extensions? (peruse the company website to answer the next questions)
- Has it expanded the scope of the offering?
- Has it entered new markets?
- What is your assessment of the leverage strategy and your predictions or recommendations for the future?
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Marketing Mistakes And Successes
Authors: James F. Dartley
11th Edition
978-0470169810, 0470169818
