Nike Case Analysis: GROUP NO:10, ROLL NO: 57,58,59,60,61

GROUP NO :10 ,ROLL NO: 57,58,59,60,61
NIKE CASE ANALYSIS

Nike is perceived as a high performance brand since their inception Nike considered performance as top priority; they designed shoes that are durable, lightweight for runners. Nike has created reputation as a provider of high quality running shoes designed especially for athletes. The innovative product strategy they adopted emphasized their innovative image in the minds of a customer. They used brand associated with achievers through getting the endorsement of high notch elements .They conveyed through these association Nike as masculine, serious, high performance winning brand linked with professional level of competition. Nike image was totally different from other local competitors like Rebook who personified brand as fun, soft, fashionable brand through associating with non competition sports like aerobics that is famous among females than males. Nike has well established and strong brand identity with a well recognized and distinguished brand name and brand logo. Also they associated with top sports events in states by sponsoring the basket ball American league. In addition to the personification of the brand, it increased the brand awareness. Nike has a well recognized and distinguished brand name and brand logo, the swoosh which facilitates the differentiation of its products from competitors. Nike associates its brand with famous athletic celebrities that have similar personality as the brand; they are achievers, winners, determinant, and accomplishment oriented, non-traditional. Nike brand equity is the high perceived quality of the brand not only among athletes but also between the public .Another important pillars of Nike brand equity is their brand credibility as a brand which was established over the years through their commitment to delivering what they promise. Nike has a good relation with its customers .A relationship that started with the beginning of the company when knight used to speak to athletes using their language and listen to their feedback. Nike have some of its employees hitting the street finding out what is in the minds of their customers and following their needs and tracking their brand perception. When the company started back in 1960, its element of brand equity emerged and was customized according to the American culture at that time. They associated with famous American iconic athelets like Michal Jordan and McEnroe who personifies Nike core value of achievements, performance and innovation. Nike aired its first ad in the Just do it market campaign. They sponsor the Bazillion team who won the world cup When they decided to expand globally starting in Europe countries they tried to implement the same strategy and to convey the same message of their brand but they dint succeed due to
GROUP NO :10 ,ROLL NO: 57,58,59,60,61
cultural differences .European prefer different types of sports like soccer, field and track games and not basket ball which was associated with Nike brand. Nike logo Swoosh as an American symbol was very irritating to Europeans. They were perceived as a fashion oriented and not performance oriented. In order to maintain the same global image and brand positioning they communicated the same tagline worldwide with different executions according to each region. They associated their brand to famous soccer playes.These strategy boosted a positive brand image across Europe. They lowered the aggressive tone used in advertising. They engaged in sponsoring big global events. Nike started actions to downplay their swoosh through limiting their logo to certain products. As a part of global image they show more commitments to global social issues. They changed their corporate labour policy aiming to be industry leader in employee relations, they modified the working conditions and and raised the compensation package for labour, applying new global standards, complying with OSHA indoor quality levels. They initiated a measure that enables public to get access to information about their labor practices and audits reports. Learning from their European expansion lesson Nike globalized its brand management strategy to suit the Asian market from the beginning .They controlled their marketing and distribution operations in Asia by opening facilities in Vietnam and upgrading existing ones in Japan ,Korea and Australia. Constructing Nike only stores in Asia. As a part of global CSR initiative, they launched an initiating marketing campaign under products,play series 100, also they constructed play zones. Nike has built a strong brand image along the years through successful brand associations with legendary athletic heroes both Americans and non Americans .The Air Jordan line of sports shoes which generated about 9.5 billion $ for Nike. The benefits of these celebrity endorsement and sponsorship exceeded the monetary benefits ,it also coveys the brand image in the minds of customer .When they wanted to enter golf arena they selected Tiger Woods to be their ambassador and when they selected females they used worlds best tennis star :Maria sharapova and Serena Williams as their ambassadors. Consistent and long term relationships established a strong and solid personality and identity for Nike .Sponsoring of Olympics games widen the brand scope as Nike become associated with different sports,this allow the brand to target different and new segment of customers.. the Slogan Its my turn shoeing their commitments to Asia, they debugged a new affordable series of Nike

Nike Case Analysis: GROUP NO:10, ROLL NO: 57,58,59,60,61

Uploaded by

Copyright:

Available Formats

Nike Case Analysis: GROUP NO:10, ROLL NO: 57,58,59,60,61

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Nike Case Analysis: GROUP NO:10, ROLL NO: 57,58,59,60,61

Uploaded by

Copyright:

Available Formats

GROUP NO :10 ,ROLL NO: 57,58,59,60,61

NIKE CASE ANALYSIS

GROUP NO :10 ,ROLL NO: 57,58,59,60,61

You might also like