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Nike Brand. Customer brand loyalty and association can be heavily influenced by the behavior of a celebrity endorsing the product. Michael Jordan In your initial post, select a brand whose equity (loyalty or association) suffered due to negative behavior of a public figure associated with the company. Briefly describe the parent company and brand and the situation that occurred. Use a major brand so information will be easy to find. Then, discuss the following, inserting images as appropriate. •Describe the Brand's Identity, referencing the concepts learned in Chapter 9 and research using Simmons Insights, Brand Catalyst (access via JWU Library Resources). Find and describe an example of a marketing message by this brand. What type of "frame" does it appear to be using (see reading on framing). •Overall, does this brand bring people together through common interests and increase trust or cause division through differences

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### Brand: Nike

**Parent Company and Brand Overview:**

Nike, Inc. is an American multinational corporation that designs, manufactures, markets, and sells athletic footwear, apparel, equipment, and accessories worldwide. Founded in 1964 as Blue Ribbon Sports and officially becoming Nike, Inc. in 1971, the company is named after the Greek goddess of victory. Nike is known for its iconic "Swoosh" logo and its brand slogan, "Just Do It."

**Situation:**

Nike has had various endorsements with celebrities and athletes, one of the most notable being Michael Jordan. However, Nike has faced challenges with other endorsers. One significant incident involved Tiger Woods, a renowned golfer whose extramarital affairs and subsequent fall from grace in 2009 impacted his endorsement deals. Nike stood by Woods during the initial scandal, although other sponsors dropped him.

**Brand Identity:**

Nike's brand identity revolves around themes of athleticism, innovation, performance, and empowerment. It aims to inspire and enable people to push their limits and achieve greatness in sports and life. The brand consistently projects an image of strength, endurance, and aspiration.

**Marketing Message Example:**

One of Nike's notable marketing messages is the campaign "Believe in Something. Even if it Means Sacrificing Everything," featuring former NFL player Colin Kaepernick. This campaign was part of the 30th anniversary of the "Just Do It" slogan and highlighted Kaepernick's activism against racial injustice and police brutality.

**Framing:**

This marketing message uses the "frame" of standing up for one's beliefs and the sacrifices that come with it. It aligns with Nike's identity of empowerment and pushing boundaries. The campaign aimed to resonate with individuals who value social justice and are inspired by courage and resilience.

**Brand Impact:**

- **Bringing People Together:** Nike's campaigns often focus on universal themes such as perseverance, equality, and empowerment, which can bring people together by appealing to shared values and common interests in sports and social issues.

- **Causing Division:** At the same time, campaigns like the one featuring Kaepernick can be polarizing. While they may strengthen loyalty among customers who support the cause, they can alienate those who disagree with the message or the methods used to convey it.

In conclusion, Nike's approach to brand identity and marketing often seeks to unify through common values and interests, but it can also create divisions based on differing viewpoints. This duality is a testament to the brand's boldness in taking a stand on significant social issues, reflecting both its strengths and challenges in maintaining customer brand loyalty and association.

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