Casual Talk from HOLLYWOOD, California – My recent article about Davie-Brown Index has been misconstrued by a few readers. I want to make it clear that it has nothing to do with Manny
Pacquiao’s failure to capture better product endorsements. In fact, it tells you of the better prospect that Pacquiao has, as a matter of opportunity loss in the past years, since his rise to the topmost of popularity index among current boxers.
As for Davie-Brown index in the endorsement category, Pacquiao scores 58.2% versus Floyd Mayweather, Jr.’s 54.7%, which means that the respondents think he would be a far better effective endorser than Mayweather, Jr only if given the better chance to endorse products in the US. Now, the effectiveness is based on average which is the sum total of all endorsed products divided by the total number of endorsements.
And this is where Top Rank Rank Godfather Bob Arum finds interest, simply to maximize Pacquiao’s image in terms of profitability outside of boxing and to professionalize his dealings with potential brand marketers and agencies. Now, this is a crucial decision because it helps Pacquiao’ s ability, being a celebrity, “to influence brand affinity and consumer purchase intent”, which potentially means millions of revenues in the years to come.
But, Pacquiao’s awareness index is much lower than that of Mayweather, Jr.’s, which is 31% versus 53%, all because Pacquiao has not truly penetrated the household market. “Name recall” in mass marketing with an endorser of foreign origin is always a challenge. Even then Pacquiao ‘s image has colossal potential versus Mayweather, Jr’s because of the latter’s erratic flirtations with both criminal and civil laws.
For Mayweather, Jr, the “Black Power Salute” pride of marketing does make a big difference for him.
Despite the criminal and civil charges against him by several individuials, he still is considerably a
magnet of attraction to his own community of over 40 million. Even a 2% of that segment would be enough to light up his image. And you can’t blame 50 cent hanging around with him and even giving gifts to him. Image identification is still relevant in marketing and promotions. In fact, Mayweather, Jr’s magnetism is alive and identifiable with the young America, though he is on the verge of his declining stage before the broader public. It’s all about cultural and social transformation in him with the young generation that makes him a sticky persona in his own community.
Almost every African-American household knows the name “Floyd Mayweather, Jr.”. That’s merited grace. And for Pacquiao to become a household name would take the greatest salesman of the world to transcend his name across racial lines. And he just did that, surpassing Mayweather, Jr. in terms of likability.
Here’s an eye opener to tap Pacquiao’s mass appeal: Based on 1999 United States Census by the Bureau of Statistics, “Filipinos spend an average of $88.6 billion in goods and services annually and have a median annual income of $76,874, more than 50 percent compared to $50,740 nationwide”.
This is where Pacquiao’s relative power emboldens with the Filipino-Americans behind his image-building: It’s all about their buying power!
And with that grounding confidence based on those statistics and the support Pacquiao has from his own community as well, he reigns supreme of all current boxers in the world.
But, the best reality check of all is that his popularity is a welcoming song in the mainstream America.
Pacquiao sells well, in fact!
Below is an excerpt from the article of Bill King, Senior Writer of Sports Business Journal, which was published on March 21, 2011.
“On Feb. 25, Pacquiao’s promoter, Top Rank, sent a letter to sponsors and sponsor prospects that began: “We’ve heard frustrations from many companies about their inability to explore personal endorsement and/or corporate branding opportunities with Manny Pacquiao.” Signed by CEO Bob Arum and President Todd DuBoef, it went on to explain that in an effort to eliminate confusion, Pacquiao had authorized Top Rank to handle his sponsorship and endorsement deals. It also introduced a new hire, Lucia McKelvey, a former vice president of golf development and sales at IMG, who will serve as the point person on all commercial opportunities for Pacquiao.”
