PVMA : how PUMA turned a mistake into marketing gold / Leonard L., Nila A. Chotai, Naveen Pol, Madan Gowda KJ, Manish Kothari.

Format:

Book

Author/Creator:

L., Leonard, author.

Chotai, Nila A., author.

Pol, Naveen, author.

KJ, Madan Gowda, author.

Kothari, Manish, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Viral marketing--Case studies.

Viral marketing.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2026.

Summary:

The 2025 PVMA campaign by the major global footwear and accessary company PUMA captivated audiences worldwide. By replacing a single letter in its iconic logo, PUMA created a wave of curiosity and engagement on social media, sparking widespread conversations and debates. This seemingly accidental rebranding was, in reality, a strategic move to announce Indian badminton star PV Sindhu as the brand's ambassador. The campaign effectively employed viral marketing mechanics, social media culture, and consumer psychology to achieve unprecedented organic reach and brand visibility. Through the seamless integration of Sindhu's identity into the brand, PUMA reinforced its commitment to sports excellence and innovation. Students will be asked to evaluate the effectiveness of the PVMA campaign using frameworks from consumer behavior, branding strategy, and digital marketing and to analyze the risks of non-traditional branding approaches, consider alternative campaign rollouts, and recommend how similar strategies could be adapted to other industries or contexts.

Notes:

Description based on XML content.

ISBN:

979-83-488-3644-3

OCLC:

1569208571

Publisher Number:

T299705