Sports Celebrity or Global Brand?
Corporate mar-com managers, ad agencies and designers talk endlessly about “their brand” — building a brand, protecting a brand, creating brand distinctions, proving brand integrity, winning brand loyalty, etc.
The world’s top brands will attract consumers who trust that any products that bear their name and logo is reputable, and they will aggressively pursue any entity that tries to knock-off or pirate their brand or in anyway damage their brand’s reputation or steal their market through misleading lookalikes. That is why NBA superstar Michael Jordan recently sued Chinese sportswear and shoe manufacturer Quiodan (the way Jordan is pronounced in Chinese) for using his name and playing number without authorization. Jordan makes a compelling case for why this isn’t simply about the misuse of his name but about infringing on the proprietary rights of a respected global brand.