Rap Business

Celebrity Marketing: Michael Jordan, Rihanna, Robert Griffin III

Group Project

MRKT 3103

November 24, 2012

Product & Price

Michael Jordan is acclaimed to be the greatest basketball player of all time on the NBA’s official website. Michael Jordan played for the University of North Carolina from 1981-1984 and was on the National Championship team in 1982. He went in the first round pick 3 during the 1984 NBA draft. He was picked by the Chicago Bulls and would remain there (retiring once) from 1984-1998 when he would retire for a second time only to come back in 2001 and play with the Charlotte Bobcats until 2003.

Celebrity branding or celebrity endorsement is a type of branding, or advertising, in which a celebrity becomes a brand ambassador and uses his or her status in society to promote a product, service or charity, and sometimes also appears as promotional model. Most of the time celebrities do not turn their endorsements into their own brand and remain an icon in the marketing world long after their career has ended. Michael Jordan did just that and even more. Personally, Jordan's individual accolades and accomplishments include five MVP awards, ten All-NBA First Team designations, nine All-Defensive First Team honors, fourteen NBA All-Star Game appearances, three All-Star Game MVP awards, ten scoring titles, three steals titles, six NBA Finals MVP awards, and the 1988 NBA Defensive Player of the Year Award. He holds the NBA records for highest career regular season scoring average (30.12 points per game) and highest career playoff scoring average (33.45 points per game). In 1999, he was named the greatest North American athlete of the 20th century by ESPN, and was second to Babe Ruth on the Associated Press's list of athletes of the century. He was inducted into the Basketball Hall of Fame in 2009. It was due to this long list of accomplishments that Jordan became the prime celebrity endorser during his era.

In 1984 Michael Jordan was an...