Brand Evolution

12822For this discussion, you will revisit the Nike “Just Do It” campaign that you examined in Module One and answer questions about the evolution of the iconic brand, including how Nike responded to both anticipated and unanticipated changes regarding its branding strategy. You will also make a prediction about how your brand might evolve in the future.

First, review the following resources:

Just Watch It: The History of Nike in 3 Minutes
Library Article: Corporate social advocacy as engagement: Nike’s social justice communication
You may also want to revisit your discussion post from Module One.

Next, in the discussion topic, post your final presentation, and in your initial post, answer the following:

Choose one example of brand evolution from the Nike video in which Nike was responding to an anticipated change (e.g., a change in demographics, customer values, or product focus). Discuss how effective you think their brand strategy adjustment was in that example.
The Nike video mentions that the brand had to develop a creative response to an unanticipated change when one of its athletes, Tiger Woods, was embroiled in controversy. Identify one hypothetical unanticipated change that your brand might encounter in the future, and give a suggestion for how it might respond.
Share the thing that you learned during this course that surprised you the most. It could be something unexpected that you learned about your brand during your research for the final project, or something about one of the topics we covered in class.
NOTE:
First, review the following resources:
Just Watch It: The History of Nike in 3 Minutes
Library Article: Corporate social advocacy as engagement: Nike’s social justice communication

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