What is Branding?

When I hear the term branding, I automatically start to think of brands such as NIKE, Adidas, and other fashion gurus such Chanel or Gucci. I start thinking of chain stores such as Walmart or Target. These are no doubt some of the most popular brands in America. I think of branding not just as a logo but also a part of a bigger picture. For me it's not just what you call something by its name, but it's identity and what that name unanimously stands for as a brand. That name's identity broadcasting system to be seen and without a doubt recognized uniformly, that's called branding. When people are reminded of a peculiar name by symbolic gesture, that's called branding.

I remember doing the 90s era professional basketball was a big deal and a particular name that would go down in history and that peculiar name is still a big name in sports even as a retiree. That name is none other than the infamous Michael Jordan! He came into the league and was given a shoe deal by NIKE, and it was named simply AIR JORDAN in reflection of his performance on the court. This name brand impacted my generation and Jordan's fans would aid in the world domination of his brand. Jordan was a name brand himself in the league and he was admired by millions of fans off the court. He was an incredible basketball player and giving him a shoe endorsement was a great idea, when it came to earning revenue. Fans who were not allowed to be a part of the stadium experience could purchase the brand in their neighborhood and join in on the excite from the comfort of their living room. Jordan would no doubt breakthrough the barrier of being a rookie in the league and continue to transform into one of the greatest basketball players of all time.

Although Jordan wasn't NIKE's first NBA endorsed athlete with a shoe deal named after the all-star, he would in fact become the most popular among the others. In 1973, NIKE's first NBA endorsed athlete would be none other than Phoenix Sun's shooting guard and point forward George Gervin who was called the Iceman for his style of dunking which was, and I quote "ice cold!" Generations later this shoe would be known as "The Blazer". In 1985, over a decade later, NIKE released the AIR JORDAN 1 to the public. The protype was produced a year earlier but was banned due to lack of white in color. AIR JORDAN using the iconic Jumpman symbol would later be introduced on the AIR JORDAN 3. The photo used as the logo of the brand was inspired on the court but had to be reshot off court due to the copyright infringement of a photographer. Nike did in fact launch 23 pairs of shoes branded with AIR JORDAN over the course of more than 30 years! No other athlete has had this type of brand in the NBA. AIR JORDAN ran from 1985 to 2019. Keep in mind Jordan retired three times from the NBA and won 6 rings! So, the AIR JORDAN brand is a part of NBA history.

For AIR JORDAN's consumers, the brand represents a part of NBA history where Michael Jordan dominated the sport. Jordan left his mark in the league and his fans celebrated with excitement. So, the next time an AIR JORDAN Retro is debuted, and fellow antagonists are condemning the price and saying it's the same shoe from the 80s, ask them what were they doing when the original shoe debuted and what exactly what do they remember Michael doing during that time? "In 1988, in Chicago during a dunk contest do you remember the shoes Jordan was wearing as they broadcasted him jumping from the free throw line?"

Why do you think the AIR JORDAN brand is so popular?

(To Be Continued)