Celebrity Endorsement and Product Branding: A Case Study of Nike

Case study of Nike To
what extent does celebrity
endorsement enhance
product brandings

Table of Contents
1. INTRODUCTION.......................................................................................................................3
Overview of the project...............................................................................................................3
Project Aim, objectives and questions........................................................................................3
Rationale of the project...............................................................................................................3
2. LITERATURE REVIEW............................................................................................................4
What are the specific requirements to have celebrity endorsements within Nike in one month?
.....................................................................................................................................................4
What is the effectiveness of celebrity endorsements in enhancing the product branding of
Nike within 6 months?................................................................................................................5
3. RESEARCH METHODS............................................................................................................6
4. MAIN FINDINGS.......................................................................................................................7
5. CONCLUSION, EVALUATION AND RECOMMENDATION...............................................9
CONCLUSION...........................................................................................................................9
EVALUATION...........................................................................................................................9
RECOMMENDATIONS............................................................................................................9
Gantt Chart..................................................................................................................................9
REFERENCES..............................................................................................................................10

1. INTRODUCTION
Overview of the project
Celebrity endorsement is also known as the celebrity branding as it is a type of marketing
strategy and advertising campaign which considers the fame of celebrity and social status for
promoting service, product and brand to increase awareness about any issue (Singh and
Banerjee, 2018). In simpler language, it is a type of advertising that involves well known person
for helping to promote a product and service (Carrillat and Ilicic, 2019). The chosen organisation
for the current project is Nike. Nike is known as an American multinational corporation and it is
mainly engaged in designing, developing, sales and marketing accessories, footwear and
apparel.
Project Aim, objectives and questions
Aim of the project:
“To identify the importance of celebrity endorsements in enhancing the product
branding”: A study on Nike
Objectives of the project:
 To discern the specific requirements to have celebrity endorsements within Nike in one
month
 To identify the effectiveness of celebrity endorsements in enhancing the product branding
of Nike within 6 months
Questions of the project:
 What are the specific requirements to have celebrity endorsements within Nike in one
month?
 What is the effectiveness of celebrity endorsements in enhancing the product branding of
Nike within 6 months?
Rationale of the project
The main motive of conducting the current research it to take out the effectiveness of
celebrity endorsements in increasing the product branding. The main reason of choosing this
particular topic that is celebrity endorsements because it is increasing in this modern world.
Customers get more connected and attracted towards brands when companies use celebrity
endorsements.

2. LITERATURE REVIEW
Literature review is known as the scholarly paper that holds great piece of information
about the whole research. The different types of secondary sources are: books, articles,
newspapers, journals etc.
What are the specific requirements to have celebrity endorsements within Nike in one month?
According to Zakari, Dogbe and Asante (2019), celebrity endorsements is the process of
advertising products and services in an organisation. So, Nike also uses celebrity endorsement to
advertise their products to the potential as well as their existing customers. Some of the
requirements to have celebrity endorsements within Nike include:
People like to see familiar faces on products: Celebrities are the people who are very
famous and are known by everyone. Nike uses celebrity endorsements to catch the attention of
viewers and their customers. Nike has signed Cristiano Ronaldo for advertising their different
products and mainly shoes of Nike are promoted through Cristiano Ronaldo. The fame of
football player attract large number of customers whether they are interested in sports or not.
Customers want to be like the celebrities: The success and fame stories of stars are
generally inspirations for the majority of their fans. It is an attempt for people to live the
lifestyles of celebrities. Cristiano Ronaldo posts image of the products on the social media pages
and company that is Nike take advantage of it by reaching more number of customers.
More number of people remember the advertisements after seeing it: Nike has
identified that when more number of people scroll through Youtube, magazines or watching TV
and see celebrities in the advertisement of Nike, they get attracted towards the product. In
simpler words, when they see celebrities they feel certain emotions. They then plan to purchase
products from the brand Nike and ultimately help in increasing the sales.
Hence, Nike could easily use celebrity endorsements to reach large number of customers
in a short period of time that is one month. The more number of advertisements continuously
advertised through popular celebrities, customers would get to know about the products of the
brand Nike. This would definitely facilitate in increasing the sale of different products of brand.