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? (see Edelman Trust Report)
• How is the consumer's social identity connected to brand identities they support? (See reading on social identity theory).
• What action(s) did the company take when the negative behavior became public information? Do you feel the company took the correct action in relation to the public figure’s behavior? Why or why not? How do you think the situation effected the company’s brand loyalty in relation to brand equity? What specific details led you to this conclusion?
• In this era of "fake news" and declining trust in the media, how can brands determine if negative news about a celebrity is "real"? Does it change the appropriate brand response?
• Finally, in your opinion, how will the trend toward influencer marketing and micro-influencers on social media affect this company in their future brand strategies?