Dalal 1

Mitali Dalal
12 pm
10/15/15
Nike Case Questions
1. Identify a secondary source association for the NIKE brand for EACH of the 4
association paths with 2 different types of associations within each path.
Name of Association Path
People

Name of Association Type

Celebrity endorsement

Nike Example
Michael Jordan with the Air
Jordan Line, John McEnroe,
Tiger Woods, Ronaldo, and
others to market themselves
as a quality product

People

Employees

Phil Knight, David

Kottkamp. As Employees of
Nike, Knight and Kottkamp
are able to market their
products and brand.

Places

Country of Origin

USTimes Square billboard.

Places

Channels

Barneys and Fred Segal

Things

Events

The Soccer World Cup,

Multiple Olympic Games

Things

Causes

Young girls and womens

empowerment

Other Brands

Company

Blue Ribbon Sports

Other Brands

Brand Extension and

Expansion

Bausch and Lomb contact

lenses, Cole Haan, Bauer,
Hurley, Converse , Exeter
Brands Group

2. Using only formatted Mental Maps, apply the pre/post model for the impact of the Nike
Brand for Michael Jordan (Mental Maps on Next page).

Dalal 2
Challen
ge the
Status
Quo

Athlet
es

Performanc
e

Pre

Exclusi
ve

"Tough
"

Used
for
"Walkin
g
Around
"

Popular ,
Recognizab
le

Househo
ld name
Available
Everywhe
re

Affordab
le

Multipl
e uses

Pos
t
Soci
al
Statu
s

Moder
n, Fun

Differe
nt
Sports