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The substantial efforts employed to positively brand Nike correspond to the second way Knight changed sports marketing: he focused extensively on advertising. The company's advertising was unique in that it not only promoted the brand but also strove to create top-of-mind awareness. Consider Nike's taglines: "It's gotta be the shoes," "Bo knows," "Just do it," and "Live strong." These cannot be uttered without "Nike" following them, even if it's only in your head. And that was the goal.
Developing considerable brand equity not only helped Nike gain market dominance but also helped to sustain it during periods of intense controversy. Several human rights organizations alleged in the early 2000s
More often talked about is the extreme usage of a celebrity called 'lazy advertising', that is inadequate content masked by usage of a celebrity. There is the fear of Brand-celebrity disconnect which points out that if the celebrity used represents values that conflict with the brand values, the advertising would create conflict in the minds of the target audience.
Clutter in brand endorsements is very prominent and such kind of over-exposure can be bad for the brand as the recall value drops by a huge margin. A popular drawback of celebrity endorsement is the 'Vampire Effect' or the celebrity overshadowing the brand. Some viewers forget the brand that a celebrity is approving. Others are so spellbound by the personality of the celebrity that they completely fail to notice the brand being advertised.
Two new drawbacks can be seen these days what marketers call Celebrity Trap and Celebrity Credibility. Celebrity trap is when the celebrity becomes an addiction for the marketing team and the task to fin ...