Student’s name: Nguyễn Thị Thu Trang Class: 11E10
Reading number: 6 Week of submission: 13 Topic: Risk
READING SCRAPBOOK Informati on of the passage
Topic
Risk
Source
Reading scrapbook, page 39
Title of the reading
passage
When star power hits the rough
I. Organi zati on/ structure of the passage
Tiger Woods’s success on the course leads to the endorsement for many famous brand like
Accenture, Kike, Gillette,..
Mr Woods got scandals about his private life after a mysterious car
accident at his home
When star power hits the rough
After his scandals, those companies took direct financial hits
Companies do not need a celebrity relationship to experience reputational
damage. For example: Toyota
Companies see the important of reputation and some have found way to cover reputational risk and what to cover
II. Summary
Tiger Woods was a famous golf player and his success on the course enabled him to endorse for some brands including Nike, Gillette, Accenture. But after his scandals, those companies took direct financial hits. According to an economist, the collective loss in stock market value off all the companies Woods endorsed was worth $5bn -
$12bn. However, there companies do not need celebrity relationship to experience reputational damage. For example, Toyota also had damage by its global recall . In the wake of Woods scandal, DeWitt Stern, an insurance broker publicized a new product to cover reputational risk, including how to deal with celebrity endorsers becoming engulfed in scandal. Lloyd’s of London, an insurance market also held a conference on how to manage reputation risk and what to cover. Companies are increasingly recognising that reputation is an important and valuable asset but vunerable and volatile.
Useful vocabul ary and structures (topi c -rel ated l anguage)
No
Word
Part of
speech
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