Essays on Michael Jordan

Considered by many to be the most successful athlete of all times, Michael Jordan benefited from multiple combining physical and temperamental advantages. They helped him to become a basketball star and then a giant brand name. He was not only extremely talented, but also extremely disciplined, hard-working and competitive, which caused him to be remarked as a future star from high-school. However, as an NBA star, his entertaining playing style, and his extreme drive which caused him to see every match as a life and dead struggle, contributed to the popularity he gained among basketball fans. His unique set ...

Abstract

The above paper seeks to explain the significance of celebrity endorsement in marketing and its rationale in enhancing brand awareness. However, the paper indicates that celebrity endorsement may have a negative or positive influence on consumer behavior. The paper starts with an introduction to the significant use of celebrity endorsement in advertisements. The paper then indicates the application of the concept in integrated marketing and how it is used as an effective tool to enhance communication. In a different section, the study suggests the importance of celebrity endorsement in influencing consumer behavior with a warning that efficient management of ...

Section one: Nike, Products and Competitive Information

History of Adidas Nike, Inc. was founded as Blue Ribbon in 1964 by Bill Bowermnan and Phil Knight and has over the years made significant progress in both local and international markets since it took the name ‘Nike’ in 1978 (Peters, 2009, p. 1). The company has its headquarters in Washington County, Oregon and deals in footwear and apparel, sports equipment and other recreational products. The fact that Nike’s products have been endorsed by prominent personalities such as Michael Jordan has made it famous in global arena (Ros, 2011, p. 2). Nike engages in products designs, developing, manufacturing ...