Social Event Marketing And Brand Communication Research

In September 2018,Nike hired Colin Kaepernick as a "Just do it" 30-week spokesperson that sparked heated debates in the American community.Colin Kaepernick had not paid attention to the American national anthem,but instead of arbitrarily protesting racial discrimination,it has already attracted widespread attention,and many colored race athletes followed suit.This incident triggered an ongoing discussion and controversy in the American society around the theme of patriotism and racial equality.Nike has hired Colin Kaepernick as a spokesperson for a series of social event marketing.While clearly publicly supporting the concept of racial equality and winning a lot of attention,the voice of opponents resisting Nike is also fierce.This is the most American society in 2018.Risky and controversial social event marketing.This article continues to track Nike's event marketing and follow-up development,through case analysis and content analysis and data from third-party authoritative market research organizations,how does Nike's move affect the brand,and this social event Behind marketing,Nike makes this decision based on what kind of ethnic relationship and social concept and market position the United States currently has.This paper uses Kevin Lane Keller's customer-based brand equity pyramid model proposed in "Strategic Brand Management" to evaluate this social event marketing pair through several dimensions: brand salience,brand image,brand perception and brand resonance.Nike brand marketing,and through the Nike social event marketing case,explore how the brand should borrow a large event for social marketing to market,and when the event has a multi-value position,how the brand should decide.If a brand stops its evasive of sensitive social issues,it will gradually lose its opportunities and be eliminated.In the end,I hope that in the conclusion and revelation part,I borrow the case of Nike to find out the strategies and countermeasures of brand choice in the face of sensitive social issues with multiple values.