Ivey Publishing

Product Details

Ricky Martin: The Role of Reputation in a Celebrity's Career
Product Number:
9B14A078
Publication Date:
03/20/2015
Revised Date:
03/20/2015
Length:
8 pages (6 pages of text)
Product Type:
Case (Library)
Source:
Ivey
Globally acclaimed singer, actor, author and Grammy Award winner Ricky Martin “decided [on March 29, 2010] to put an end to the hell that was going on inside [his] mind” by using Twitter to openly declare his homosexuality. Issues posed by the revelation included: What options were available to Martin’s management before and after the revelation in order to effectively deal with situations that could have jeopardized Martin’s career and future projects? Should those close to Martin have planned for a potential brand repositioning strategy? If so, how should they have handled it?
Learning Objective:
  • Explain the importance of brands in a competitive environment.
  • Identify and plan for situations in which brand reputations are potentially at risk.
  • Discuss the value of social media when brands are at risk.
  • Recognize the changes in the recorded music industry that can potentially affect an artist’s career.
Issues:
Disciplines:
Marketing,  International,  Entrepreneurship
Industries:
Arts, Entertainment, Sports and Recreation
Setting:
United States; Puerto Rico, Small, 2010
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
You Might Also Like...

Save In: