What is an organization that has a strong identity, and what would strengthen that organization's identity?

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An organization with a strong identity, in fact, with an extraordinarily strong identity, is the Nike Corporation, a manufacturer of athletic apparel headquartered in Beaverton, Oregon.  Established in 1964 as Blue Ribbon Sports, and renamed Nike in 1978, it emerged as the dominant manufacturer of footwear for athletes during the 1980s and has remained among the top manufacturers of athletic apparel ever since.  Nike’s signature trademark “swoosh” is prominently displayed at virtually every major athletic event held around the world.  Although competition from Adidas, Reebok, and other companies has put a dent in Nike’s share of the market over the past decade, it remains probably the most prominent of the increasingly crowded market. 

A huge part of Nike’s success was its ability to conclude extremely lucrative marketing agreements with major, high-profile athletes like Michael Jordan and Tiger Woods (although the latter’s marketability has obviously declined since...

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