Nike, Inc. : believing in Colin Kaepernick, sacrificing brand image? / Kevin Boyle, Mike Tuddenham, Dan Weathers, James S. O'Rourke.

Format:

Book

Author/Creator:

Boyle, Kevin, active 2019, author.

Tuddenham, Mike, author.

Weathers, Dan, author.

O'Rourke, James S., active 2019, author.

Series:

SAGE Business Cases.

SAGE Business Cases

Language:

English

Subjects (All):

Kaepernick, Colin, 1987-.

Kaepernick, Colin.

Nike (Firm)--Case studies.

Nike (Firm).

Branding (Marketing)--Case studies.

Branding (Marketing).

Physical Description:

1 online resource.

Other Title:

Nike, Inc

Place of Publication:

London : The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame, 2019.

Summary:

On September 4, 2018, Nike, Inc. launched a new ad campaign featuring, Colin Kaepernick, a professional athlete with a highly polarizing image. Kaepernick, known for kneeling in protest during the national anthem at National Football League games, immediately drew criticism from the public. Over the next two days, Twitter ignited with calls for a boycott and images of people burning and destroying Nike products. Nike stock price began falling and consumer favourability, even among key demographics, continued eroding. How can Nike rein in the anger at their brand? Or, should they take advantage of it?

Notes:

Originally Published InBoyle, K., Tuddenham, M., Weathers, D., & O'Rourke IV, J. S. (2019). Nike, Inc.: Believing in Colin Kaepernick, Sacrificing Brand Image?. 19-08. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

Description based on XML content.

ISBN:

1-5264-9817-0

9781526498175

OCLC:

1141340266