Sunday, March 14, 2010

Why the Manny Pacquiao Brand Brings Home the Money

"Why do I fight?
Because it is a God's will." - Manny Pacquaio

"And wherever Manny goes, in the boxing ring, in congress, in singing, in serving... Manny is a fighter."
 - http://mannypacquiaomovie.com/

Why?
He chose to fight than be a victim of circumstance or environment.


That in a nutshell is what drives Manny.
Manny the movie: #inspiring #mustseetwice #twothumbsup #labanpilipinas #believe
- Bong De Ungria, March 15 2014






Here is the movie trailer...



---------------
Nov. 2010 Post
That Manny Pacquiao won over Joshus Clottey is not that difficult to answer to even an occasional boxing fan.  Nor will it be something that marketing or business students would learn from.

The bigger question is: why is the Pacman brand so popular that it is able to catch the interest of millions of people around the world, generate millions of PPV (pay per view) buys and a live audience of 50,994 people to watch it live?

What differentiates the Pacman brand from the thousands of other brands in the boxing world? Why does Pacquiao the brand bring home the money which others cant?

If you are a marketing management student at the Ateneo Graduate School of Business or the Ateneo School of Medicine and Public Health, you are encouraged (READ as: required) to click on the comments portion after this article to share your views. Also, in your answer, try to relate your arguments to marketing principles and concepts.

If you are not sure on how to get to the comments, portion, click on this link

78 comments:

Remigio Joseph De Ungria said...

Pacman brings home the money because he delights his customers instead of just satisfying them. Although he was way ahead in the Clottey fight and could have taken the safe way out and just coasted along till the end of the 12th, he tried his very best to still deliver a knockout because he knows that was what will delight his millions of fans. It was risky since Clottey could have sneaked in a knockout punch. But Manny the brand knew what people need, want and demand from his brand.

Irene Velasco said...

I watched the event online. I was expecting it to end before the 9th round but it didn't. I think the most popular Pacman brand went up the ring, where i can say is a battleground between two well-known brands, and defended his brand. He did a great job. He studied his competitor, designed strategies for victory, prepared for the fight, and knew what his market share expects from him but he chose to play it safe throwing punch after punch -- more than 1,200 in all. At the end,he was able to defend his brand and is headed home $15 million richer. Hurray!

gwen wong said...

Manny Pacquiao is a brand unto himself because he continuously works on improving his quality - that is bringing excitement boxing prowess, and he knows how to market himself. Pre event, when he landed in Dallas Texas in his own jet plane wiht a posse of 147 people just signifies to all how BIG he is now, this is excitement and creates waves of interest in him. His subsequent performance in the ring with 1200 punches, landing 1000 shows his bozing prowess and makes all the viewers root for him, love him, and idolize him. He shows courage in his fights and most importantly every celebrity who has met him says he is HUMBLE, and this retains his specialness. All these facets equate to him being a sports IDOL and increases his brand image and equity.

Magic's Blog said...

As Time magazine neatly sums it up, Manny Pacquiao’s rise to fame and fortune has gone “from zero to hero.”

Manny Pacquiao is the only boxer in the world who won with lineal championship in four different weight classes (flyweight, featherweight, junior lightweight, and junior welterweight) He is also the first boxer in history to win seven world titles in seven different weight divisions.

Many boxing enthusiasts worldwide always awaits to see him fight in the ring with other world's greatest fighters because of the quality of fights he gave.

Even his opponents cannot believe in his power. After his fight with Cotto, Cotto said, “I didn’t know from where the punches were coming, Manny Pacquiao is one of the best boxers I ever fought.”

Though Pacman didn't bring Clottey down to a knockout, notice how Clottey protected himself till the end of 12th round.

Mara Ceguera, head for sales and marketing of Eurochemicals, Inc., says: "If Manny Pacquio were my brand, I would take advantage of the brand value already in place - particularly the fact that he has reached iconic status. I would trade on that and really promote him as an example of what one can achieve through focused determination, discipline, commitment, perseverance against the odds...etc. I would target him to young adults and children, who will be able to relate to him very much, but will also be moved by his story of success. As a brand, Manny Pacquio will be most effective in his ability to help alter the national psyche, or mindset, because he will make us all able to believe that we ARE capable of making it big if we are willing to put in the hard work required."

coachbastimaglevel said...

Pacman is so popular because he always ensures that he delivers what the viewers want, a fight that brings excitement. Regardless if he wins by decision or knockout, a fight with Pacman is never dull. He always does everything what viewers expect from his end. Also, he’s an entertainer in and out of the ring…. As a brand that you’re buying, you’ll get what you want. He’s like some products it has on the label 100% pure. Pure boxing, no dirty antics and trash talking. Even so, he keeps on improving to exceed what the customers want.

cynthia said...

Pacman, the Man is a very popular Filipino brand in the boxing world around the globe, who made the first history ever to win 7 world titles. True to its name, boxing enthusiasts witnessed how Pacman collected the titles through the years, just like the Pacman in an online game through a maze eating dots with so much speed at the same time avoiding ghosts to reach the next stage or level. People from all walks of life are amazed of Pacman’s strength, skills and style of boxing, he got the Power . He not only brought home the bacon but most importantly, put once again the Philippines on the map that made one and every Filipino around the world, proud to be Pinoy! Pacman makes a difference, definitely outstanding, an icon.

sherwin said...

Pacman brings home the money since he follows the market trend everytime:

During the match, he gives his all yet maintains as a "Filipino" underdog. (unlike mexicans / americans who tend to badmouth - i.e. Mayweather, Marquez etc.) I believe this is the reason why even Americans love him and continue to support him.

After the match, when he is in the Philippines. He still plays THAT person who Filipinos can relate to. (karaoke, trying to speak fluent english, mapamilya as shown in his commercials - except his recent scandals of course)

At the end of the day, what I see in Pacman is really adapting to the market. giving the market what they want/need. in the american's case, a humble "underdog" (a person who belong in the 3rd world country) while to the Filipinos, a person who doesn't forget where his roots come from.

*on top of what was already mentioned like giving the people a good fight, making the Filipinos proud etc.

Michelle Libuit said...
This comment has been removed by the author.
Michelle Libuit said...

The best pound for pound king never fails to excite his expectators. He had to do things the hard way and defy odds and silence critics time and time again to get to the point where he's at right now. Not to rest on what his opponent does during the fight, always have sensational performance on fights. Above monetary gate, he has a mindset of uniting the country as well, by exploits in boxing and influence in the Filipino people.

Jeffrey Haber said...

I think Manny Pacquiao brand is so popular because he is the only boxer who achieve an eight-division world champion better than the boxer legend Muhammad Ali. Manny was also rated as the best pound-for-pound king by some popular boxing magazines. Looking at the brand perspective, he projects a fantastic icon of a being a good sportsman, from rags to riches story and his heartfelt gratitude to his fans and countrymen by sharing his winnings to others. And these qualities are the top-of-the-line goods that you would want as an advertisers to promote your stuff. He has that charisma what would want you go and cheer for him regardless of what country you are in. Always a clean fight, fair and square. Go Manny!!

catherine espana said...

Manny ‘Pacman’ Pacquiao, a world renowned boxing champion, showcases his name through his character of being a God-centered person, a mother-loving son and a family man which he consistently showed to the people. Pacman is a brand of strategy; in his every performance, he is disciplined, motivated, determined, unpredictable, humble and passionate to his endeavor. For me, he is just in the right time, at the right path for his life which molded his name with such attitude he possess. In business, focus on your target to profit with good planning and strategy is important but he did more than that, he pleased every Filipinos crave for victory that he makes his countrymen proud. He studied the strengths and weakness of his opponent. He fights in behalf to the pride and honor of the Philippines.

Maureen Hara-Manlagnit said...

Manny Pacquiao have lost his fights twice as of this writing, however I still believe that his brand is strong. He can definitely still, bring home the bacon. It might have been a little less, but still very significant. Manny's brand was strengthen by the the identity given of his 8 division world title. No one surpassed that record yet. He was packaged not as "unbeatable" but as a "fighter", that is why his every game is still very interesting. Everyone is looking after when pacman rise from his fall . At this time he has penetrated deep enough in his industry to stay long and get respect from his colleagues. viva manny pacquiao !!! I know you will soon rise again.

Peter Paul Maravillas said...

Manny Pacquiao has captured the hearts of people around the world through his good work ethics, discipline, courage and passion. A proof of this is his achievements in boxing. He has won 8 division titles, a record holder. He has built a reputation of a fighter, relentless and fierce. He has shown a spirit of nationalism and is humble despite his achievements. Despite his setbacks in sports, politics and personal life, he always stand up and fight. A true Filipino, fighter and a hero.

sel solidum said...

A man with a BIG HEART = MANNY PACQUIAO. He love his GOD, his family and the Filipino people. Thats what PACMAN is, a brand that last.

Fritzefer Lee said...

One would agree that Manny Pacquiao likes to please the people. In fact, he’s not only a boxer, but an entertainer and now, a politician. In a way, he is trying to meet the expectations of the Filipinos (sans the politician part) that’s why the Pacman brand is strong. It gives what the Filipino audience or consumers want to see. Another observation is that the Pacman brand has its clear cut USP – Unique Selling Proposition. Where can you see power, speed, and endurance all packed in one body? He is a unique boxer that stands out from the rest of the professional boxers which makes the Pacman brand marketable!

Genmar Cataquis said...

Manny Pacquiao’s brand has been popular because he was able to capture the interest of every boxing fan. He was able to deliver want the boxing fans (customers) would want to see in a boxing match. Because of his talent and dedication to boxing he was able to gain respect not only from the fans but also from his competitors. His popularity was also due to the proper handling and packaging of his promoter who was able to give him the opportunity to showcase his power and talent.

Donnabele said...

Any person that has a creative way of catching the crowd's heart will be a big hit. One classic example of this will be Manny, as he already established his own market (fans and customers) with his boxing and singing talent, extraordinary speed and discipline, good work, faith and love to our country. He's overall package, together will all the Pacman committee, leads to a brand that will surely be remembered, not just locally but also internationally, a genuine Filipino.

Charisma Chan-Robles said...

First, Manny Pacquiao is an excellent fighter. People who watch boxing likes offensive and exciting fighter compared to "pure" or defensive fighter. Pacquiao is the most exciting fighter, probably in the last decade. And that became his brand. He has become a world-class brand when he became the only boxer to win 8 championship in 8 weight divisions. Just like any brand, you do your best to protect that brand, to maintain the value of that brand. When Pacquiao was defeated recently by Marquez, he was still graceful and humble. Through his humility, he showed the world what true sportsmanship really means. He is the peoples' champ and you can't fix a price on that.

Carla Tetangco said...

Exciting! A pacquiao fight doesn't disappoint (try not to consider his recent fights), he always deliver. This is what sets the Manny Pacquiao brand. History also played a big part, he was a hero of a dying sport, challenging famed and legendary boxers one pound at a time, he became a household name, a global brand. Manny Pacquiao didn't stop in boxing, he connected to more people by being visible at the same time humorous. He didn't mind being the center of jokes at times with his english communication skills, heck he even collaborated with a singer-songwriter! Remember "sometimes when we tats?". He was everywhere, commercials, print advertisements, congress, television to name a few. He(well at least his marketing team) keeps the Manny Pacquiao brand interesting, you are sure to watch a Pacquiao fight because your rooting for him or anticipating a time where you witness history unfolds with a big Pacquiao fight or a big Pacquiao fail.

Jino Panganiban said...

As an underdog and a nobody the PACMAN brand had emerged due to the fighter and his fighting spirit to reach the top and compete with the best fighters giving the audience the best show/fight they have ever seen -- an example of which are the press conference during Manny's fight were he always say "I hope you enjoy the show" (you would probably say.. what the h*ll?)... he's serious and truly he was not just after winning, but rather giving the audience their moneys worth and in effect getting the loyalty for his brand.

Thomas Antonio III said...

I thing Manny Pacquiao is a successful brand because people connect with the amount of heart he puts into each round as a professional prizefighter. The passion can be seen and felt from the moment he stands from his prayer before his first round, to the win or loss at the end. Starting slow, building punches, faster and stronger than the last. Truly inspiring. The experience of watching this stays with the viewer even after the fight.

Emmanuel Junio said...

Pacman has won the people's hearts. And even if he loses a match, he still remains (as) the people's champion. Perhaps because of his uniquely juxtaposed alluring characteristics (bravely devouring his enemy yet funny and spiritual, poor but rich, inspite all the glits and glamour he always remains humble, etc) he became a favorite brand!

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vanleynes said...

The story of Manny is quite similar to arguable one of the most popular boxing films of all time, Rocky. Both Manny and Rocky Balboa came from a poor background, they worked hard to get to the top, and they manage to balance their professional life with their personal life (albeit with rough patches in between). The brand of Manny Pacquiao somewhat hinges on the popularity of Rocky, and Manny has even walked to his fights with the theme song "Eye of the Tiger" to further play on the comparison between the two. Add to that, his constant appearances in the public eye via advertisements, billboards, radio ads, to even impersonators that further propagate his image.

hiyasmin neri said...

Pacman has a charismatic character that appeals to the Filipino culture-- "Magaling pero hindi mayabang." Despite his last defeat, he still gained the sympathies of the masses because of his positive attitude and outlook in life. He embodies the idea of a "hero" for the masang Pilipino who is in need of a "defendant" who is willing to take the blows in the name of Filipino excellence and pride.

Abby Fonte said...

Manny's popularity is not only because of his great accomplishment in the boxing world but it deepened because of his life story.. His brand image strengthened by his continuous winnings and yet he stayed humble. His good actions towards his family, friends and neighbors also contributed to his image. All his endorsements and ads and being a public figure gained his popularity.

Golda Go said...

The Pacquiao brand is one you would consider a "rags to riches" type of story. It's what the masses like because they can relate to everything Manny Pacquiao has been to in life. And in everything Manny does, he always includes his family, the way he was brought up and it further influences and inspires the whole world. His winnings came second because of his charisma, his passion for the sport, and determination to succeed. He's become a good public figure, shying away from media controversies and focuses on helping his countrymen - whether it be entertainment, in sports, or through this public works.

Deborah Taggueg said...

Manny Pacquiao is so popular because of his brand image, his unique qualities. One of the best known qualities of Pacman is his humility that he barely put his competitors down, instead looks at them with respect and decency. He would always come up with some gestures of concern for his fellow boxer. He’s naturally a caring and helpful person. The praying gestures before and after his fight shows that he doesn’t only rely on his own strength but God’s. Pacquiao is loved by Filipinos here and abroad and turned their loyal following into a cultural identity. Pacquiao’s strong brand has translated to positive brand equity when offered as different product, gaining a significant market share in politics, showbiz, and business.

Kerwin Wesley Chu said...

Manny Pacquiao is a successful brand because he is someone who everyone in the world can relate to. Coming from humble beginnings in General Santos, Philippines to achieve GREATNESS on becoming a WORLD CHAMPION in 8 different weight classes gives hope to everyone. Hope that no matter what hardships is one having at the moment, so long as if he dreams and works hard for it, one day he would be able to achieve success just like Pacquiao. His name also has a good recall being the Pacman. Add to his charismatic yet meek personality, he has become an inspiration to almost all people in all walks of life.

BJ Suarez said...

Why Manny is a Succesful Brand? This is because he was able to prove to the world that through hardwork and determination we can be successful. He was able to capture people and show them that dreams do come true. From "Rags to Richest". His humility and God Fearing Person made him likeable to people and off course bringing pride to the Filipino Nation through his boxing.

cza claridad said...

Manny Pacquiao is very popular not only here in the Philippines but across the globe. He has proven his talent in the field of boxing which made him win several times. He worked hard in order to win. He makes each Filipino very proud. He also ventured into the world of politics and entertainment industry which makes him more well known. This shows that he can do well in any field that he wants to venture in to. This makes the Pacman brand very well loved and known. People choose to support him as he is a true person and you can see that he is a good man and has helped a lot of people as well. Not only does he keep his wealth by him self he knows how to share it to the people specially the needy. Pacman brand can easily stand out and is preferred compared to others in his field.

Joanna said...

Manny Pacquiao is a successful brand because he is a figure who everyone can easily relate to. Having came from a poor family, he worked his way to the top and played the game differently as he never resorted to dirty tricks and neither did he trashed talked his opponents. Despite his huge success, he remained humble and never forgot his family and the less fortunate.

PeteGumpl said...

Manny Pacquiao is the country's pride. The brand that he is, gives value to the brand he endorses. He has proven a lot of achievement not only in the boxing world but also in politics, as a family man, and most importantly to his faith. Few sportsman have these traits (or at least exude in media), and just like many of us, ordinary televiewers or fans, we admire people who achieve a lot of things in a very short time. We like extraordinary people, we love heroes.
In reality, the sports he represents is considered violent. Inside the ring he is ruthless, agile, strong and fearless. Outside of it he seems to be a different man--polite, generous, and one who promotes a sincere goodwill. Comparable to any other businesses, in its core, one must be: strategic, agile and tough to competitors. Though, whatever the company decides, its end result should to always provide satisfaction to its customers, and that most importantly, a repeat sale.

Roseller Quin said...

Manny Pacquiao brand is identical to the Filipino dream of success. The consumers identified with him - his lifestyles, values, wealth, personality, his aspirations, sincerity, competence, and motivation. These behaviors have contributed in the consumers buying attitude on the manny pacquiao brand.

Jaypee Eugenio said...

Manny Pacquiao's brand is the beacon of hope and success for Filipinos and it shows that dreams really do come true. Many fans that have come to know his humble beginnings have identified themselves with his every struggle and success. His brand has been very successful because he was able to touch and influence others in many different ways. His endorsements shows that other brands trust his own brand that he will bring home the money wherever he may be.

mary anne Cuartero said...

From the perspective of being a filipino, the Pacman brand is immensely popular because he epitomizes the dream that all of us have. That is to become successful in our undertakings. Manny Pacquiao is living proof that anything and everything is possible. On the otherhand, his popularity in the boxing world in general may be attributed to the impression that he sends out to people. He is being packaged in such a way that he would appear as normal and down to earth as possible despite the blessings of fame and fortune.

Lynie Tumabini said...

Manny Pacquiao brand is so popular because of his image. He is the great fighter and the people’s champion. He is not only known throughout the boxing community but he is recognizable throughout the world. Pacman brand is very likable and meaningful.

Riel Samoy said...

From my perspective, most of the boxing fans market are watching boxing not to see who would win in terms of points, they are willing to pay to experience real boxing action.

The Pacman brand is popular because you know that whenever there is a Pacman fight, Pacquiao ensures that he goes for the knockout. Everyone is aware that with his speed and power, he can deliver that one shot blow and regardless if he will get hit, he goes for the kill.

Pacquiao brings this to each and every match he is in and assures viewers that they get what they paid for each and every time... therefore this translates to repeat sales.

jennifer yu said...

In the Philippines, Manny Pacquiao in one of the inspirational figure that every Filipinos looked up to because if Filipinos strive hard and persevere then eventually they will succeed. By applying marketing concept, I would say that Pacman communicates to the people well because of his given feature, advantage, and benefit. For his feature, he is a good boxer. For the advantage, he is left handed and has fast punches. And for the benefit, young generations are likely want to be like him. A great boxer!

Mimi Sto Domingo said...

"Puso" - this is what differentiates Manny from the rest. Everybody knows he is a great fighter but what made him a brand is that he was able to touch the hearts of the people on a deeper level and became an inspiration.

Patrick Reyes said...

Manny is popular and caught the interest of many especially during the time he was starting his rise. He was careless, gung-ho, left everything on the ring, and his go-for-broke style and attitude was everything we probably could hope for but would never do. He symbolized for many what they wanted but could not muster the courage and effort needed to make it happen.

Paranas Agsimao said...

The Pacman Experience gives every boxing enthusiast an exhilarating period of their lives to be able to witness and/or becoming a live expectator of what a Manny Pacquiao can do in the boxing ring. He has become an icon in the sport industry. For the general public, The Pacman experience is selling very well with the public due to his well crafted story of success, one among the formidable success story of rags to riches that greatly appeal to the general public. People are willing to pay on a boxing show just to root and be part of the Pacman experience. Of course, like any other excellent brand, it was not built overnight as it was deeply rooted on the true success story drawn out of greatest self discipline and determination. This is a brand perceived by most people as real and they are willing to stand and pay for it.

Lumen Bilat said...

Manny Pacquiao is a brand himself as he knows how to play with his opponent. Aside from just preparing his physical condition, he studies the moves of his opponent prior to the game. Aside from these preparations, he also has the knack of making the game more exciting with the knock-out result. Instead of just dragging the game to end of the 12th round (as I believe he sensed that he is physically stronger than Clottey), Pacquiao brought more excitement to the game with his knock-out punch. His usual knock-out punches make the audience stay on the edge of their seats.

Just like in marketing, an entrepreneur needs to prepare him/herself prior to the fight. The entrepreneur needs to know the strength of the opponent so he/she would know how to prepare and beat such strength. Aside from this, the entrepreneur should also learn strategies on making the target market stay on the edge of their seats. This is what makes the market look forward to what comes next.

Cherry Tatel said...

During Pacman's early career sometime in 2000 to 2003, I remember my friend said that after getting Pacman as endorser for their sports apparel for 1-2 consecutive years, there was no change in their sales. It was flat. They made the analysis that Pacman is identified with the "masa" but the masa has no money to purchase the bit pricey sports apparel. They like the commercial but that's the end of it. However, when Pacman started to be identified with the famous personalities and continued winning fights (vs. Dela Hoya, Cotto, Hatton, etc.) that is the time the Pacquiao gained its brand equity. Today, the Pacquiao brand is perceived as the Filipino pride.

Michelle Gatbonton said...

He was able to distinguish himself from other boxers because he is not only carrying himself but the entire Philippines. The traits that he has shown throughout his career are reflective of how people of other nations, as well as his countrymen, see the Filipinos-- humble, deeply religious and positive thinking even in difficult situations. This is what he is truly identified for, the values and Pride of a Filipino, and has created such positive brand equity that an entire nation has given him its full loyalty.

Leilani Estebat said...

Pacman is a brand because he gave his customers satisfaction. He delivered what was promised with his so-called "product" or "service". He made us Filipinos proud. And he did that through hard works. He tried to know his competitor, his objective, he made study, he researched, he made preparations and he did the work. He also advertised himself by sharing his thoughts, his work-out and preparation for the fights. He earned his brand.

The reason why he did not mind prolonging his game with Clottey until the 12th round, to give excitement to his audience and fans. Because he is known for his knock-out punch, he delivers.

marissadavid said...

Pacman has won the hearts of many because he identifies with his market; with people whose motivations are deeply rooted from the concern to elevate the life of his family, athletes who plays clean games, nationalistic Filipinos improving the image of our countrymen around the world, and so much more.

benehlyn said...

Pacman Brand already identifies a distinction among other brands. The brand is associated to Filipino pride and hope. The success of the brand is due to that it is a brand that consumers can relate to.

Bryan Joseph Panjaitan said...

Pacman is a good brand because one, it's catchy, puny even, considering his surname, and two, the brand goes even better because it was taken from a very popular game of Pacman. What's more important is that Manny Pacquiao delivers the expectation and the promise/s made by the brand itself. During his boxing career, he beats down many famous rivals just like Pacman in the game beating down every single enemy in the board when he's on his "game" and swipe out all the beads on his way. It is entertaining, and people pay to get entertained.

Jason J. A. Anasarias said...

A critical question was asked during the video: what is bridge too far for the Manny Pacquiao brand?

No doubt that Manny is a big brand now. His endorsement deals with the likes of Nike and San Miguel Beer are proof of that.

However, we may be seeing the limits of his brand reach with his decision to enter national politics. It is a venue that he is ill-equipped to face. Case in point: he is number 1 in absences at the House of Representatives.

By deciding to move even higher, e.g. Senate and, God forbid, Presidency, he is opening himself up to criticisms, which he is not used to. We do not know how he will react to criticisms and bad press.

What is true, however, is that we are seeing the last leg of Manny as a fighter. It is always the transition from the limelight that is the hardest for famous people.

Manny is still in the process of crafting his post-boxing image. He thinks that national politics is his natural fallback. It's a double-edged sword. He might win, but at the expense of his squeaky-clean brand or image.

nadia tantuco said...

I think that the Manny Pacquiao brand is very strong because he uses and builds on his brand equity, which is that he is just a simple Filipino who works hard to provide for his family. He wins boxing matches for his family, and for his country. Filipinos love him because he brings pride and positive publicity for the Philippines. Because of how he portrays himself, Filipinos find him relatable and he is easily an inspiration to millions of people. More than knowing what his equity is, he is able to sustain this throughout the years by always giving his fans what they want—a thrilling show whether he wins or loses, by giving it all he’s got. Building loyalty by satisfying customers and creating long-lasting relationships is the key to a successful brand. The Manny Pacquiao brand continues to be a success because he knows how to create connections not just with Filipinos, but with the people who watches his matches. Viewers are always satisfied when they watch a Pacquiao fight because they know that he is fighting for something. Winning for him is not just a title, but he is winning for the Filipino people.

Angel Pujol said...


Manny Pacquiao is a jack of all trades while being a boxing master at the same time. Having experienced poverty throughout his childhood, he seems to have mustered all the courage to try everything out- if only to give himself and his family the kind of lifestyle that they enjoy now. His updated resume even includes serving as congressman and coaching a basketball team. Indeed, to get somewhere you’ve never been, you have to do something you’ve never done.

Angel Pujol said...
This comment has been removed by the author.
rea uy said...

Manny Pacquiao initially looks vulnerable, but in the ring, he's a destroyer. He was so loved by people, either win or lose because he brings entertainment in his every fight. But aside from giving that joy to people, I think his brand perfectly capture the Filipino dream. The dream of reaching success by embracing hard work & discipline. Manny becomes their role model not just in the field of boxing, but life in general.

Bianca Reyes said...

I think that the Filipino people aspire to emanate the good qualities that Manny Paquiao exemplifies – discipline, hard work and perseverance. These 3 traits have undoubtedly helped him achieve his successes to date, most notably, being the first and only eight division world boxing champion. Hence, I think that his achievements plus his rags-to-riches story sets his brand apart.

Roselle Vida said...

Manny Pacquiao interests people around the world because he doesn't only give them entertainment but he inspires them to strive hard in achieving their goals. He gives pride to the Filipinos as well. He shows determination, discipline and faith which makes him more unique than the others. The alias (pacman) that he set for himself also creates brand recall as it relates to his career (he eats up his opponent). He serves as an epitome of a strong and a great fighter. Lastly, he accepts all the challenges that was given to him. He ensure that he gives his best in every fight. No regrets in the end. Truly, Manny Pacquiao was able to establish his name not only in the boxing industry but in the whole world.

Roselle Vida said...

Manny Pacquiao interests people around the world because he doesn't only give them entertainment but he inspires them to strive hard in achieving their goals. He gives pride to the Filipinos as well. He shows determination, discipline and faith which makes him more unique than the others. The alias (pacman) that he set for himself also creates brand recall as it relates to his career (he eats up his opponent). He serves as an epitome of a strong and a great fighter. Lastly, he accepts all the challenges that was given to him. He ensure that he gives his best in every fight. No regrets in the end. Truly, Manny Pacquiao was able to establish his name not only in the boxing industry but in the whole world.

Roselle Vida said...

Manny Pacquiao interests people around the world because he doesn't only give them entertainment but he inspires them to strive hard in achieving their goals. He gives pride to the Filipinos as well. He shows determination, discipline and faith which makes him more unique than the others. The alias (pacman) that he set for himself also creates brand recall as it relates to his career (he eats up his opponent). He serves as an epitome of a strong and a great fighter. Lastly, he accepts all the challenges that was given to him. He ensure that he gives his best in every fight. No regrets in the end. Truly, Manny Pacquiao was able to establish his name not only in the boxing industry but in the whole world.

Mary Grace Salas said...

Manny Pacquiao is not just a boxer, he's a great boxer. We grew up watching his undefeatable fights. We know his story because the news is everywhere. Somehow, media plays a great role in his popularity. His image has captured the heart of our fellow Filipinos. He is known for giving great and entertaining fights that most of us are looking forward to watch. Despite all his achievements, he remains humble, simple and generous. I think these traits are the key for his good branding thus, recognizing him worldwide as well.

Kenneth Sychingping said...

All of the above questions basically ponders on why Pacquiao's brand is such a good brand. The reason can be easily explained by marketing principles. First of all, Pacquiao has a good product. Basically, this means that he is a good boxer. He wins his fights and defeats his opponent. However, having a good product alone is not enough . There are a lot of other good boxers. He differentiates himself from them through his additional "features". In this case, he is an exciting boxer. Instead of winning through counter-punching and dragging out the fight, he is aggressive inside the ring and wins by knockouts. As such, aside from winning, he provides the additional value of being more entertaining. This makes him stand-out from other good boxers who tend to drag out fights. Lastly, his brand is greatly benefited by how he is portrayed in the eyes of the people. This is where promotion or the communication part of marketing comes in. This also defines his added value to the consumers. For example, he is currently the best Filipino boxer. As such, Filipinos tend to see him not just as a great boxer but he is "our" great boxer. His rags to riches story and religiousness also added to his brand image. As such, his brand has earned enough goodwill that he can expand outside of his core business, namely politics, singing and basketball.

May Bonifacio said...

Pacman as a brand has been very successful because Manny as boxer is very humble. I may have not watched any of his fights but from the snippets I've seen, he's not as obnoxious as his opponents. Maybe because he already knows that he's good and he had a very good Filipino upbringing, which makes him relatable as person. Plus, he seems to be very religious, also a strong Filipino attribute. Set aside his unlikely reason to enter politics or be a part of basketball league, he sure had made history with his iconic fights.

Jan Marvin Pedregosa said...

I think Manny Pacquiao as a brand is a serendipitous case of both having a customer base - Filipinos - that are hungry for an internationally impactful icon they can pin their hopes and "pride" on in the midst of local sordid realities, and an undeniably Filipino "product" that's good enough to win several titles in a global arena. That he's the first Filipino to be able to do so in decades also comes with the "market leader" advantage. Hence, we have the extremely fortunate pairing of overwhelming demand and a quality product that delivers, which, I should say, has gone so far beyond the nearest competition (Donaire? Milenyo? Nietes?) that the "industry" is almost monopolized.

Aileen Viado said...

Manny Pacquiao is a good boxer that is highly marketable. He has a good story to tell - "Rags to Riches'. He is very relatable to our "kababayans" who is working very hard to achieve their dreams, just like what Manny did. His showmanship during his fights makes the world loves him too. And whoever thought of using "Pacman" as his differentiator is a genius. But being good at what you do is not enough, there are a lot of other good boxers too. What differentiates Manny is that he gives the needs, wants, and demands of his primary target market. He gives a good and exciting show to the boxing enthusiasts around the globe. And I also think that he hired a good brand manager. :)