Massive Collapse in Brand Image for Nike Following New Colin Kaepernick Branding Campaign…

Never before in the history of corporate branding decisions has a multi-billion dollar company had such a massive and swift drop of brand image as Nike.  The results from Morning Consult Intelligence, a firm that specializes in monitoring and measuring the brand image and reputation for thousands of major companies, reflects a massive drop in brand image across every single demographic.

We suspected there would be a diminishment of brand image, but nothing like the scale discovered within the polled data:

The report features over 8,000 interviews conducted among American adults, including 1,694 interviews pre-campaign launch (8/26/18 – 9/3/18) and 5,481 interviews post-campaign launch (9/4/18 – 9/5/18). Additionally, Morning Consult conducted a study among 1,168 adults in the U.S. about Nike’s ad and the decision to choose Kaepernick as the face of the campaign.

  • Nike’s Favorability Drops by Double Digits: Before the announcement, Nike had a net +69 favorable impression among consumers, it has now declined 34 points to +35 favorable.

https://theconservativetreehouse.files.wordpress.com/2018/09/nike-poll-1.jpg?w=622&h=763

  • No Boost Among Key Demos: Among younger generations, Nike users, African Americans, and other key demographics, Nike’s favorability declined rather than improved.
  • Purchasing Consideration Also Down: Before the announcement, 49 percent of Americans said they were absolutely certain or very likely to buy Nike products. That figure is down to 39 percent now.

FULL Polling Data Available Here

From a pure economic/financial perspective this Nike branding campaign doesn’t make sense.  On its face, it just seems absurd. Why would any major corporation intentionally stake out a branding position that is adverse to their financial interests?

The most likely answer is HERE

https://westernrifleshooters.files.wordpress.com/2018/09/090418-2.jpg?w=768&h=1399

Source: by Sundance | The Conservative Tree House

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