Importance of Process of Introducing Brands to Consumers

In society, brands are not just selling their products anymore. They sell their belief and value. Brands have an immense influence to behave in a way that affects social change. This essay will describe why and how brand addressing social issues and contribute to positive impact.

Branding can be seen as a process of introducing brands to consumers and differentiating them from competitors. In other words, it is branding that gives faith to consumers and clients who it is and what it can provide. Moreover, Branding is an activity that builds brand identity and the perception of the consumers’ view in the same direction. That is why brands communicate a message to change consumers' perceptions by drawing attention to social issues through visual media.

How can brands change the world? Last year, Nike’s 30th-anniversary ad for its “Just do it” campaign titled ‘Dream Crazy’ slogan conveys ‘Believe in something. Even if it means sacrificing everything.’ Through this campaign, athletes like LeBron James, Serena Williams, Odell Beckham Jr., and Eliud Kipchoge appear as characters who have overcome their obstacles or prejudices. At the end of this ad, a controversial star, NFL quarterback Colin Kaepernick, who is the American football star “took a knee” during the US national anthem in the 2016 NFL game to protest against racism shows up . Kaepernick has been out of a contract since then and has not been picked up a new team. In this ad, He just walks down the street and narrates ‘Dream Crazy’. From this advertisement, Nike transmits the message that challenges your own dream which is a crazy dream that may seem impossible.  It can be argued that this representation of political support would appeal to social value.

Right after this campaign, Nike’s stock price has plummeted, and people held a boycott. In some cases, people uploaded a scene of destroying and burning their Nike products on social media using the hashtag #JustBurnIt. Unsurprisingly, Donald Trump, President of USA, said “there’s no reason” for Nike to use Kaepernick in its marketing campaign.” However, according to Edison Trends, a digital commerce research company: ‘Nike sales grew 31% from Sunday through Tuesday over Labor Day this year, besting 2017’s comparative 17% increase.’ Nike has achieved more than an expected $6 billion increase in overall value. Furthermore, ss said that they willing to use Nike products~. It may also strike a chord with people, who against racism.

It is brands that are best placed to help change people’s attitudes and behaviour. This is why brands’ cultural power, as well as their economic power, is potentially such a huge component of their social value. Using their brands to bring about social change is one of the most effective ways in which corporations can demonstrate both corporate responsibility and real leadership. Branding represents beyond the brand’s story, which require at least a thousand words, and which tell the story of a brand’s value.