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Nike: Building a Global Brand Image

Penny, Ziyang, Luca, Amber, Hudson and Jia

Our case study

Brand Ambassadors

Brand Equity

Just Do It Campaign

Just Do It

Brand Loyalty

Brand Awareness

Attitude Change Methods

Attitude is an individual’s overall evaluation of objects, products, services, issues, or people, and it sticks and is difficult to change.

Elaboration Likelihood Model

The Elaboration Likelihood Model

The Elaboration Likelihood Model

Central Route:

Path to persuasion where the consumer has high involvement, motivation, and/or ability to process a message.

Central Cues:

Information presented in a message about the product itself, its attributes, or the consequences of its use.

The Elaboration Likelihood Model

The peripheral route:

Path to persuasion where the consumer has low involvement, motivation and/or ability to process a message.

Peripheral Cues:

Non-product related information presented in a message.

Video

The Risks

Celebrity Endorsement

Balance Theory

The Process:

Factors Effecting:

YOU

+

Therefore +

Actions

Reactions

Choices

Opinions

Qualities

Opinion

BRAND

+

FIGURE

Nature of Controversy:

YOU

-

Therefore -

Opinion

Political

Social

Environmental

Ethical

Ideological

BRAND

+

FIGURE

Examples from Nike

  • Colin Kaepernick - Kneeled at American National Anthem - Unpatriotic

  • Tiger Woods - Had an Affair - Untrustworthy/Unethical

  • Bella Hadid - "Too skinny" - Promoting unrealistic body images

  • Cristiano Ronaldo - Rape Allegations - Potential Criminal Charges

  • Lance Armstrong - Doping - Breaking the Law/Cheater.

  • Oscar Pistorius - Murder - Murderer

Activity

Here are 6 celebrities. Given their personalities, attitudes and opinions, who should be sponsored?

Public backlash after not standing behind James Gunn

Feminist backlash after seen wearing dress on cold day

"Coloured Actors" controversy of 2015

Chris Pratt Jennifer Lawrence Benedict Cumberbatch

2016 Kimi Raikonnen Arguement

Break down at umpire over coaching incident

"George Bush hates black people" Incident

Serena Williams Daniel Ricciardo Kanye West

Other Negative Effects of Sponsorship

Celebrities tend to become more associated with a product than the actual attributes of the product, making it difficult for a brand to remove itself from a celebrity's influence.

Great cost associated with the sponsorship.

Risk of choosing a celebrity that is too distantly related to a product, resulting in consumers potentially feeling that same distance, rather than feeling encouraged to purchase the product.

"Any Publicity is Good Publicity"

Electronic Arts Disney Nike

Marked Date: Firing of James Gunn after Edgy Jokes

Marked Date: "Lootbox controversy"

Marked Date = Kaepernick Controversy

Cognitive schemas

Cognitive Schemas

What will come to your mind when hear NIKE?

Cognitive schemas

Schemas: a cognitive representation that provides meaning to that entity

Exemplar- a concept within a schema that is the single best representative of some category

NIKE's brand mission

What does NIKE aim to do ?

Cognitive schemas will related to this mission?

NIKE:motivation for all sports

Attribution Theory

"Michael Vick was indicted by a federal jury for his involvement with dog fighting, Nike decided to withdraw his sponsorship for the newest shoe and announced Nike’s position of zero tolerance of animal cruelty. "

Three elements of Attribution Theory

Three Elements:

Locus: Judgements of who is responsible for an event

  • Personally admitted to wrong doing
  • Companies find him guilty
  • Vick behaved in an inhumane manner
  • Vick broke the law

Stability: Likelihood that the event will occur again

  • A repeated behavior – involved in other

negative actions and dog fighting on a repeated basis

Three elements of Attribution Theory

Control: Extent to which an outcome was controllable or not

  • Animal cruelty as in dog fighting is morally

wrong

  • Dog fighting is illegal
  • Celebrities need to be good role models
  • Owned the residential property where dog

fighting was practiced

  • Understand consumers' attribution of blameworthiness for the undesirable event.
  • The causal attributions that drive blame assignment.
  • Replace the celebrities in time.
  • Recover and reshape a good public image.

Question: Classified titles to each element

Control

Liu Xiang is the top athlete endorser in China. After his injury at the Games, companies like Visa are rethinking ad strategies.

Tony Abbott says all dodgy imported frozen berries will be stopped at the border in the wake of Hepatitis A scare.

Japan actress, Sakai has served as an anti-drug ambassador

but sentenced for drug use.

Stability

Locus

Attitudes

"Relatively enduring overall evaluations of objects, products, services, issues or people."

Attitudes

Functions of Attitude

Challenge Questions?

Challenge

Questions?

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