Measuring Customer-Based Brand Equity for Nike through Celebrity Endorsement

This project focuses on evaluating Nike’s Customer-Based Brand Equity (CBBE) using Kevin Lane Keller’s Brand Equity Model, emphasizing how celebrity endorsement influences brand perception. The study maps Nike’s brand salience, performance, imagery, judgments, feelings, and resonance to understand consumer attitudes and loyalty. Through the lens of Virat Kohli’s brand personality, the project explores how athlete endorsements strengthen Nike’s brand image, create emotional connections, and reinforce brand recall.

Recommendations highlight using endorsements to tap into specific consumer segments and enhance resonance, especially in culturally relevant markets.