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Question
Scenario 18-4In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hourlong spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA.
One reason LeBron James and his team did not expect such negative backlash following "The Decision" was because he donated the $3 million generated by the television spot to a number of children's charities. Although it may not have been effective in this instance, through this sponsorship; James and his team hoped to:
a. completely erase any negative public image.
b. increase the sales for his company.
c. give positive visibility to his brand.
d. leverage their investment and attract future sponsors.
Answer
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