耐克已經採用了一種關於文化品牌理論的方法，而它利用社會問題來創造體現其廣告的神話（故事）。通過其過去品牌推廣活動的譜系，發現了一種趨勢; 它揭示了Nike並沒有將國家意識形態視為矛盾，而是與美國民主黨植根的自由主義結盟，並反對共和黨的理想和價值觀。通過這樣做，它避免了文化中斷，這些文化中斷會阻礙典型的文化品牌，從而在競爭中生存和繁榮。

Nike has utilized a method regarding the cultural branding theory, whereas it uses social issues to create myths (stories) that embody their advertisements. Through the genealogy of its past branding initiatives a trend is uncovered; it reveals that Nike has not been targeting national ideologies to contradict, instead it has aligned itself with the Liberalism rooted in the Democratic Party of America and contradicts the opposing Republican Party’s ideals and values. In doing so it has avoided cultural disruptions that hinder typical
cultural brands over time, thus surviving and thriving over its competition.

Table of Contents

Chapter 1: Introduction	1
•	Background
•	Motivation
•	Purpose of Study
•	Research Flow
Chapter 2: Literature Review	5
•	History of Nike
•	Liberalism & Conservatism
•	History and Progression of Traditional Branding
•	Concept of Cultural Branding
Chapter 3: Methodology	16
•	National Ideology
•	Cultural Contradiction
•	Populist World
•	Components of the Cultural Brief
•	Cultural Authority
•	Political Authority
•	Cultural Disruption
Chapter 4: Genealogy of Nike	22
•	Emergence of the Nike Brand
•	Populist World: The African American Ghetto
•	Developing Authenticity &Charismatic Aesthetic
Chapter 5: Cultural Branding of Nike’s 30th Anniversary Just Do It

Campaign	32
•	Analysis
Chapter 6: Conclusion	37
 


 List of Figures

•	Figure 1	3
•	Figure 2	19

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