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Akshay Rao

U of M expert available to speak to the future of Tiger Woods' brand

April 5, 2010

Tiger Woods isn't the first celebrity sports figure to watch their brand equity plummet after a personal problem reaches the spotlight. A University of Minnesota marketing professor who can comment on how Woods' recent scandal and his appearance at the Masters may affect his corporate brand is:

Akshay Rao, professor of marketing, University of Minnesota’s Carlson School of Management

Rao believes that how well the Tiger Woods brand emerges from this drawn-out crisis is strongly linked to Woods’ performance. “Woods’ real value is as a golfer," says Rao. “If he is able to prove that his skill on the green is still his best asset, his brand image is salvageable.”

The public will never forget the transgressions of Woods, but like Kobe Bryant and other world-class athletes, he may be able to rise to the top once again.

Akshay Rao, General Mills Chair in Marketing and Director of the Institute for Research in Marketing at the Carlson School of Management. Rao's teaching, research and consulting have focused on industries ranging from food and airlines to apparel and the Internet. His research and opinions have been featured in Time, The Boston Globe, The New York Times, The Wall Street Journal, NPR, CNN and other outlets.

To interview Rao, contact Jeff Falk at (612) 626-1720, or; or Rebecca Monro at (612) 626-7940 or

Expert Alert is a service provided by the University News Service. Delivered regularly, Expert Alert is designed to connect university experts to today's breaking news and current events. For an archive and other useful media services, visit

Tags: Carlson School of Management

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