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Question: NIKE: Associating Athletes, Performance, and the Brand Nike is the largest seller of athletic footwear, athletic apparel, and other athletic gear in the world, with about 30-percent market share worldwide. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Air Jordan, Team Starter, and subsidiaries, including Bauer, Cole Haan,

NIKE: Associating Athletes, Performance, and the Brand Nike is the largest seller of athletic footwear, athletic apparel, and other athletic gear in the world, with about 30-percent market share worldwide. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Air Jordan, Team Starter, and subsidiaries, including Bauer, Cole Haan, Hurley International, and Converse. As of 2011, the company sells its products through a mix of independent distributors, licensees, and subsidiaries in approximately 120 countries worldwide. Nike has grown from an $8,000 company in 1963 to a company with revenues of $19 billion for the year ended May 31, 2010. In 2010, Nike spent an enormous amount of money, more than a billion dollars, on advertising, endorsements, social media, and sales promotion. In order to make sure that this money is being spent properly, Nike relies on marketing research. It has shown a history of innovation and inspiration in its marketing and is quick to adapt to the changing consumer and the world of sports. Nike has used marketing research in understanding where the future growth lies. A recent example is Nike’s shift from marketing in the more traditional sports (basketball and running) to other sports (golf and soccer), where it has not been as strong. Marketing research surveys revealed that the awareness of Nike among soccer and golf players was low, and Nike decided to work on increasing these numbers. Nike has decided that the money needed for licenses in its strong areas can be better spent in other areas where Nike does not have the brand awareness. Today, the Nike Swoosh is recognized around the world. This is the result of more than 40 years of work and innovation. It signed the first athletes to wear its shoes in 1973. Early on, Nike realized the importance of associating athletes with its products. The partnerships help relate the excellence of the athlete with the perception of the brand. Through focus groups and surveys, Nike discovered the pyramid influence, which shows that the mass market can be influenced by the preferences of a small group of top athletes. After it realized this effect, Nike began to spend millions on celebrity endorsements. The association with the athlete also helps dimensionalize the company and what it believes in. With Nike, this was, and remains, extremely important. It wants to convey a message that the company’s goal is to bring innovation to every athlete in the world. Nike also uses the athletes to design new products by attempting to meet their individual goals. Explaining Nike’s strategy of celebrity endorsements, Trevor Edwards, vice president of U.S. Brand Management, says that the sports figures, such as Ronaldo, Michael Jordan, and Tiger Woods, who have endorsed Nike brands, all have represented excellence in some way. Nevertheless, the athletes also have a personal side, such as their drive to win or their ability to remain humble. All these qualities speak something about the Nike brand; this not only benefits the brand, but also helps to define what the Nike brand is and what it stands for. The company also realized that in order to achieve its lofty growth goals, it must appeal to multiple market segments. Based on marketing research, Nike divided the market into three different groups: the ultimate athlete, the athletics participant, and the consumer who is influenced by sports culture. The first segment is the professional athletes. The second constituency is the participants, those who participate in sports and athletic activities but do not see themselves as athletes or as being part of the larger sport. The third segment comprises those who influence others and are influenced by the world of sports. These three different constituencies form three different consumer segments, and Nike uses very different strategies for each. Nike has always been an aggressive user of marketing research and this has been shown in its attack on the European market. It decided to concentrate on different sports in order to reach European consumers. Americans love baseball. And football. And basketball. But Europe’s favorite game is soccer. Nike placed its focus on major sporting events (World Cups and Olympics) and celebrity athletes that are relevant to the European consumer. Marketing research in the form of focus groups and survey research revealed that the best positioning for Nike shoes was one that enhanced performance in the sport. Through massive advertising campaigns, it has been able to change the perception of its products from fashion to performance, and in the process increase sales dramatically. Another technique Nike has used is to specifically design a product line for a certain market. Nike uses marketing research to determine the lifestyles and product usage characteristics of a particular market segment and then designs products for that segment. An example is the Presto line, which was designed for a certain youth lifestyle. Nike focused on the lifestyle and designed the products around this group. It also used marketing research to determine the most effective media to communicate with the target market. Nike launched its “Write The Future” Campaign in 2010 that made extensive use of social media in partnerships with YouTube, QQ.com, and Facebook. It celebrated football’s pivotal moments and allows fans around the world to connect with their heroes. It featured an action-packed film that brought together some of the world’s greatest players to inspire football lovers and sports fans around the world. Footballers could then use this creative to build their own Facebook campaign and be eligible for rewards. Because of these methods, the Nike logo is recognized by 97 percent of U.S. citizens, and its sales have soared as a result. However, Nike faces a new concern: that it has lost its traditional image of being a smaller, innovative company. It also faces future obstacles in maintaining brand equity and brand meaning. Continued reliance on marketing research will help Nike to meet these challenges, associate its brand with top athletes and performance, and enhance its image. Conclusion Nike used marketing research to build its brand into one of the most well-known and easily recognized brands in the world. Nike’s strategy of celebrity endorsements, its expansion into Europe, and the resulting stronger association with soccer are some of the steps taken by Nike to grow its brand. In the coming years, as Nike expands to newer markets and capitalizes newer opportunities, it will have to continue its reliance on marketing research and continue to associate athletes, performance, and the brand.

1. Nike would like to increase its share of the athletic shoe market. Define the management-decision problem.

2. Define an appropriate marketing research problem corresponding to the management-decision problem you have identified.

3. Develop a graphical model explaining consumers’ selection of a brand of athletic shoes.

4. How can qualitative research be used to strengthen Nike’s image? Which qualitative research technique(s) should be used and why? How can Nike make use of social media in this context?

Identify   the   Management − Decision   Problem

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Tensions increased when Onitsuka Tiger gave an ultimatum to BRS to sell 51% of the business. The offer was refused by BRS, and they decided to launch their own footwear brand. Nike’s first shoe was named “Moon Shoes” and was made by Bill Bowerman in a waffle iron. Further innovation led to the creation of “Nike Cortez”, the company’s first major success due to advanced design and technology. By 1980, Nike had a 50% market share in the US athletic shoe market.

Did you know?

Nike’s logo, the famous “Swoosh,” was designed by a student named Carolyn Davidson, who was paid $35 for it.

Nike’s Business Model

Nike’s success is due to the combination of two key elements, i.e., style and high performance. Nike has a robust business model built around the following key themes:

• Innovation: Nike has consistently invested in research and development to develop superior products as compared to its competitors. The company has a Nike Sports Research Lab and research committees consisting of athletes, coaches, orthopedists, etc. The Nike Flywire Support system, Trainer 1 shoe, Lunarlite foam cushioning, etc., are some of the innovations in recent years that have helped Nike stay ahead in a fiercely competitive market.
• Global Supply Chain: The company partners with factories in countries like Vietnam, China, Indonesia, etc. to manufacture products. Low manufacturing costs in developing nations and high-quality standards have helped Nike generate consistent profits. Local manufacturing and a quick supply chain help Nike serve its customers worldwide.
• Direct-to-Consumer Focus: Nike has been focussing on selling its products through platforms like Nike.com, the SNKRS app, and its stores worldwide. Nike has been able to increase its profit margins and monitor customer experience closely due to this strategy. Furthermore, customers feel more connected with the brand, which helps create a strong brand loyalty.
• Athlete Partnerships and Sponsorship: Nike is in the business of athletic footwear, and its decision to partner with the best athletes in the world has been a masterstroke. Michael Jordan partnered with Nike in the 1980s to launch the iconic “Air Jordan” product line. Nike continues to collaborate with top athletes, including LeBron James, Serena William, Cristiano Ronaldo, etc.

Nike’s Marketing Strategy

Nike is a master at marketing its products. Nike has always tried to connect with customers on a personal level because the general public tends to remember emotions far more than features. Nike’s marketing strategy has been based on the following themes:

• Personalized Approach: Nike launched the “Just Do It” campaign in 1988, and the tagline is aimed at inspiring people to push beyond their limits. These ads express people’s desire for self-improvement and empowerment, making them feel a personal connection to the brand.
• Partnership with Athletes:   Partnerships with fan-favorite athletes encourage the public to buy products and be a part of the Nike family.  Nike carefully selects athletes who align with its brand values. Every time the public sees these athletes’ brilliance and perseverance, they are immediately reminded of the values Nike stands for.
• Social Media Platforms: Nike has used social media to its maximum and has done a great job of blending digital and physical marketing strategies, creating a seamless experience for consumers. Nike launched the “Nike Run Club” and “Nike Training Club” apps that offer personalized workout plans, helping Nike become a part of its customers’ everyday lives.
• Niche Markets: Nike owns sub-brands like “Jordan”, “Converse”, and “Nike SB” to cater to specific communities. This helps them build loyalty within smaller, passionate groups and distinguish themselves from their competitors.

Nike’s rise from a small business selling shoes out of a car to one of the world’s most influential brands is magnificent. Nike’s success is due to its business model, innovation, and robust marketing. Nike is much more than a company selling shoes due to its personal connection with its customers, which has helped it create strong brand loyalty. Nike’s “Just Do It” message encourages everyone to chase their dreams without paying attention to the obstacles in their path.

Frequently Asked Questions (FAQs)

Who founded nike.

Nike was established by Bill Bowerman and Phil Knight in 1964. Initially, it was called “Blue Ribbon Sports” before being renamed Nike in 1971.

What is the business model of Nike?  

Nike’s business model is based on continuous product innovation, a global supply chain, direct-to-consumer sales, and strategic partnerships with athletes. 

What is Nike’s most famous marketing campaign?  

Nike’s “Just Do It” campaign is its most iconic marketing campaign. 

What makes Nike a major player in the footwear industry?

Nike has become a major player in the footwear industry due to its innovative products and effective marketing.

How has Nike contributed to sustainability?  

Nike has been involved in sustainability initiatives such as “Move to Zero”, which aims to reduce waste and lower carbon emissions. The brand also uses recycled materials in some of its products to reduce its environmental impact.

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NIKE: Associating Athletes, Performance, and the Brand

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This report is all about to show a Marketing plan for Nike’s products; with reference to older offerings the report shows the plan that how can Nike offer new products in the market. With respect to this the report contains comprehensive marketing plan components including company analysis (Nike’s current and future status), situation or market analysis and competitors analysis; the report shows the Nike’s objectives and marketing strategies in terms of its 4ps that is it is shown that Nike can offer and increase its product range by offering other related products as aerobic products to its customers and set value-based pricing strategy accordingly, and for new offerings it can increase its other media other than commercials that is it can focus more on social media to promote its new products and it may expand its business in other countries as China, Middle-East etc. Beside this, the financial budget of this marketing plan has been discussed which is been forecasted by reviewing Nike’s previous years revenue and marketing expenses figures. Also execution plan as well as contingency plan has been shown which is thoroughly depends upon Nike’s senior management and team work which would make its objectives possible new offerings.

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The user has requested enhancement of the downloaded file. All in-text references underlined in blue are added to the original document and are linked to publications on ResearchGate, letting you access and read them immediately.

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This study aims to examine the uniqueness of the corporate communication carried out by Nike when the well-known brand competes to sign a contract with athletes who reach their peak performance to promote its apparel. However, Nike signs contracts with players when they are still rising stars and then leaves them. Nike does something that well-known brands do not usually do. Normally, they compete to attract stars who are in their golden age. This research was conducted using a qualitative approach through case study research. The materials of this research were obtained by conducting a literature review, matters related to the Nike author's boredom collected from various sources, and reviewed using corporate communication logic. The results of this study indicate that Nike's steps are aimed at creating a new impression without leaving the old self-image.

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NIKE: Associating Athletes, Performance, and the Brand

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• Análisis De Contenido Del Comercial De Nike De La Campaña “Escribe El Futuro” En El Mundial 2010 Y Su Contextualización En El Discurso De La Postmodernidad ANÁLISIS DE CONTENIDO DEL COMERCIAL DE NIKE DE LA CAMPAÑA “ESCRIBE EL FUTURO” EN EL MUNDIAL 2010 Y SU CONTEXTUALIZACIÓN EN EL DISCURSO DE LA POSTMODERNIDAD DIANA MARCELA LOANGO CAVIEDES SARA MARÍA ZAMORA CUELLAR UNIVERSIDAD AUTÓNOMA DE OCCIDENTE FACULTAD DE COMUNICACIÓN SOCIAL DEPARTAMENTO DE PUBLICIDAD Y DISEÑO PROGRAMA DE COMUNICACIÓN PUBLCITARIA SANTIAGO DE CALI 2012 ANÁLISIS DE CONTENIDO DEL COMERCIAL DE NIKE DE LA CAMPAÑA “ESCRIBE EL FUTURO” EN EL MUNDIAL 2010 Y SU CONTEXTUALIZACIÓN EN EL DISCURSO DE LA POSTMODERNIDAD DIANA MARCELA LOANGO CAVIEDES SARA MARÍA ZAMORA CUELLAR Pasantía de Investigación con el grupo GIMPU (Grupo de Investigación de Mercadeo y Publicidad) Para optar al título de Comunicador Publicitario Directora: CARMEN ELISA LERMA Publicista y Psicóloga UNIVERSIDAD AUTÓNOMA DE OCCIDENTE FACULTAD DE COMUNICACIÓN SOCIAL DEPARTAMENTO DE PUBLICIDAD Y DISEÑO PROGRAMA DE COMUNICACIÓN PUBLCITARIA SANTIAGO DE CALI 2012 Nota de aceptación: Aprobado por el Comité de Grado en cumplimiento de los requisitos exigidos por la Universidad Autónoma de Occidente para optar al título de Comunicador Publicitaria. PAOLA GÓMEZ Jurado CARMEN ELISA LERMA Director Santiago de Cali, 13 de Febrero de 2012 3 AGRADECIMIENTOS Principalmente le agradezco a Dios, por haberme permitido emprender mis estudios de Comunicación publicitaria satisfactoriamente, por darme la fortaleza y la motivación de seguir adelante con el proceso y con este proyecto de investigación, el cual fue desarrollado con el mayor esfuerzo. Asimismo a mi madre y mi padre por estar ahí siempre, apoyando, animando, levantando en los momentos de altibajo y alentando en las situaciones de cansancio donde uno creo que el culminar este proceso será totalmente complejo; por estas razones y mucho más, les agradezco con todo mi corazón el verdadero esfuerzo que hacen por mí, por lo que soy y por todo lo que puede llegar a ser. [Show full text]
• Carlos Casanova Junior.Pdf Pontifícia Universidade Católica de São Paulo Carlos Casanova Junior A Pátria de Chuteiras Um estudo da produção de sentido da marca Nike no Brasil Mestrado em Comunicação e Semiótica São Paulo 2013 Pontifícia Universidade Católica de São Paulo Carlos Casanova Junior A Pátria de Chuteiras Um estudo da produção de sentido da marca Nike no Brasil Dissertação apresentada à Banca Examinadora da Pontifícia Universidade Católica de São Paulo, como exigência parcial para a obtenção do título de MESTRE em Comunicação e Semiótica, sob a orientação do Professor Doutor Oscar Cesarotto. São Paulo 2013 Carlos Casanova Junior A Pátria de Chuteiras Um Estudo da Produção de Sentido da Marca Nike no Brasil Mestrado em Comunicação e Semiótica Aprovado em: _____________ Banca Examinadora Prof. Dr. Oscar Cesarotto (Orientador) Instituição: PUC-SP Assinatura______________________ Prof. Dr.________________________________________________________ Instituição: ________________________Assinatura______________________ Prof. Dr.________________________________________________________ Instituição: ________________________Assinatura______________________ Para Rafael Lopes Casanova e Kelly Lopes Casanova Os melhores sonhos da minha vida. AGRADECIMENTO Esta dissertação reflete um sonho antigo. Daquele que se sonha acordado, e do qual não se quer acordar. Este trabalho que agora se inicia é a parte final deste sonho. E se o realizei, foi por intermédio de algumas pessoas, sem as quais esta dissertação não poderia se iniciar. Em princípio, agradeço a Deus, por ter dado o dom da vida e ter colocado nela pessoas que sempre abençoaram o meu caminho. Agradeço ao meu orientador, Prof. Dr. Oscar Cesarotto, por ter sempre acreditado em meu potencial, quando, muitas vezes, nem eu mesmo acreditava, Com suas sábias palavras, o seu leve sotaque argentino e o seu desenvolvimento intelectual, ampliou minha concepção de vida acadêmica e me fez mergulhar em outras águas. [Show full text]
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• Treball De Fi De Grau Títol Facultat de Ciències de la Comunicació Treball de fi de grau Títol Autor/a Tutor/a Departament Grau Tipus de TFG Data Universitat Autònoma de Barcelona Facultat de Ciències de la Comunicació Full resum del TFG Títol del Treball Fi de Grau: Català: Castellà: Anglès: Autor/a: Tutor/a: Curs: Grau: Paraules clau (mínim 3) Català: Castellà: Anglès: Resum del Treball Fi de Grau (extensió màxima 100 paraules) Català: Castellà: Anglès: Universitat Autònoma de Barcelona 1. Introducción ...................................................................................................... 2 2. Objetivos ........................................................................................................... 3 2.1. Objetos de estudio ..................................................................................... 3 2.2. Hipótesis .................................................................................................... 4 2.3. Preguntas de investigación ........................................................................ 4 3. Los valores y el modelo de Schwartz ............................................................... 5 4. La comunicación de valores ............................................................................. 7 4.1. Los valores del deporte reflejados en los medios de comunicación. .......... 7 5. Nike, the “swoosh” Brand ................................................................................ 11 5.1. Phil Knight: creador y fundador de Nike ................................................... 14 5.2. [Show full text]
• MÉMOIRE PROFESSIONNEL Responsable De Projet Marketing Et Communication MÉMOIRE PROFESSIONNEL Responsable de Projet Marketing et Communication ‘’ Quelles actions marketing mettre en place pour attirer plus de clients au sein du Nike Store Premium situé à Polygone Riviera ? ‘’ FAVRE ALEXIS 2016 - 2017 REMERCIEMENTS En premier lieu, j’adresse mes remerciements à toutes les personnes qui m’ont aidé dans la réalisation de ce mémoire. Je tiens à remercier ma tutrice Mme Gales Marion qui m’a accompagné en trouvant des solutions et en me guidant dans mon travail. Je remercie également toute l’équipe de professeurs de l’ESCCOM de m’avoir transmis leurs connaissances et leurs outils indispensables pour mon avenir professionnel, ainsi que l’équipe administrative pour leur soutien et leur disponibilité. Je souhaite remercier les managers du Nike Store Polygone Riviera, M. Ghiazza Jérémy et M. Roudani Amine pour leur exemplarité, pour les données fournies qui m’ont aidé à construire ce mémoire mais aussi pour les responsabilités délivrées à travers les missions effectuées cette année. Sans oublier toute l’équipe de vendeurs avec qui j’ai collaboré et évolué sur le plan professionnel. PRÉAMBULE Le Diplôme Universitaire Technologique techniques de commercialisation option marketing du tourisme obtenu à l’Institut Universitaire Technologique de Nice Côte d’Azur antenne de Cannes l’année dernière a été, selon moi, deux années très riches en connaissances et en données qui m’ont permis de m’engager dans le domaine du marketing et de la communication. Ce diplôme pluridisciplinaire et général m’a aussi permis de toucher du doigt le marketing du tourisme qui est une matière très intéressante, surtout dans notre région et dont les connaissances acquises pourront probablement me servir dans mon avenir professionnel, car ma philosophie est que « le savoir c’est le pouvoir » et que toute connaissance est un jour réutilisable. [Show full text]
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• Análisis Semiótico De Las Páginas Adidas Y Nike En Colombia ANÁLISIS SEMIÓTICO DE LAS PÁGINAS ADIDAS Y NIKE EN COLOMBIA MAYRA CAROLINA RAMÍREZ NIÑO UNIVERSIDAD EAN FACULTAD DE HUMANIDADES Y CIENCIAS SOCIALES PROGRAMA DE LENGUAS MODERNAS BOGOTÁ D.C. 2011 1 ANÁLISIS SEMIÓTICO DE LAS PÁGINAS ADIDAS Y NIKE EN COLOMBIA MAYRA CAROLINA RAMÍREZ NIÑO Monografía para optar al título de grado de Lenguas Modernas Asesor Javier Ramón Llanos Issa Docente Facultad de Lenguas Modernas UNIVERSIDAD EAN FACULTAD DE HUMANIDADES Y CIENCIAS SOCIALES PROGRAMA DE LENGUAS MODERNAS BOGOTÁ D.C. 2011 2 Nota de aceptación ------------------------------------------- ------------------------------------------- ------------------------------------------- Presidente del Jurado ------------------------------------------- Jurado ------------------------------------------------- Jurado ------------------------------------------- Ciudad y Fecha 3 REMERCIEMENTS Je remercie Dieu de me donner la possibilité d’étudier un métier et de me préparer à être une professionnelle et à devenir quelqu’un dans la vie, motivée par l’intention de triompher et d’être une personne prospère. Je remercie mes parents pour tout l’effort qu’ils ont fait pour moi, parce qu’ils m’ont enseigné à être une femme responsable, indépendante, autonome et mûre. Ils savent que je peux suivre le cours de ma vie et accomplir tous mes souhaits et rêves. Je remercie ma grand-mère Doris et mon oncle et parrain Jaime pour leurs conseils et leurs sages paroles qui m’ont servi pour grandir comme personne. Ils sont des personnes très particulières pour moi, et je les aime beaucoup. Je remercie aussi mon cousin Mauricio pour son aide importante. Il a compris qu’une personne ne peut pas tout faire complètement seule, qu’elle a besoin de l’aide des autres. Enfin, je remercie le professeur Javier Llanos pour toute sa collaboration et ses conseils dans ce travail; son apport a été très bienfaisant et fructueux. [Show full text]
• UNIVERSITY of KWAZULU-NATAL Perspectives on the Effects Of UNIVERSITY OF KWAZULU-NATAL Perspectives on the Effects of Ambush Marketing: The Case of Nike, the Global Ambusher By Achal Sukram 208512275 A dissertation submitted in fulfilment of the requirements for the degree of Master of Commerce School of Management, IT and Governance College of Law and Management Studies Supervisor: Prof Debbie Ellis 2017 DECLARATION I, Achal Sukram declare that: (i) The research reported in this dissertation/thesis, except where otherwise indicated, is my original research. (ii) This dissertation/thesis has not been submitted for any degree or examination at any other university. (iii) This dissertation/thesis does not contain other persons’ data, pictures, graphs or other information, unless specifically acknowledged as being sourced from other persons. (iv) This dissertation/thesis does not contain other persons’ writing, unless specifically acknowledged as being sourced from other researchers. Where other written sources have been quoted, then: a) their words have been re-written but the general information attributed to them has been referenced; b) where their exact words have been used, their writing has been placed inside quotation marks, and referenced. (v) Where I have reproduced a publication of which I am an author, co-author or editor, I have indicated in detail which part of the publication was actually written by myself alone and have fully referenced such publications. (vi) This dissertation/thesis does not contain text, graphics or tables copied and pasted from the Internet, unless specifically acknowledged, and the source being detailed in the dissertation/thesis and in the References sections. Signature: Date: 16/4/2018 i ACKNOWLEDGEMENTS I wish to express my sincere thanks and appreciation to: Professor Debbie Ellis, my supervisor for her invaluable guidance and support. [Show full text]
• Nike -‐Markedsføring Cathrine Tavs Andersen Nike UCH Handelsgymnasium HH3F Studie Retnings Projekt 19.12.2012 Nike -markedsføring Cathrine Tavs Andersen HH3F UCH Handels Gymnasium 19.12.2012 Cathrine Tavs Andersen Nike UCH Handelsgymnasium HH3F Studie Retnings Projekt 19.12.2012 Abstract This study assignment is about the sports manufactory Nike and their marketing. The study investigates how Nike has become such a successful company, by looking at their competition, positioning, and brand- ing strategy. Beyond that, the paper analyse Nike’s newest advertising campaign “Find Your Greatness” and compare the commercial “Jogger” with 2 previous commercials. The purpose of this is to show how Nikes marketing has changed and therefor the assignment will estimate whether social trends affect Ni- kes marketing. Finally the study will estimate Nikes future position. This assignment is built on the subjects: Danish and Sales marketing. For answering the above mentioned questions the assignment uses a couple of analyse models. From Sales marketing: Among others Porters competition strategy and from the subject Danish: A TV-commercial- and communications-analyse. The assignment is made by using information from Nikes homepage and annual reports and a wide range of articles from among others The Guardian, CNN and DR. The conclusion of the assignment is that Nike by outscoring their production has archived a large compet- itive ability and by intensive marketing they have created a unique product, which differentiate itself from the competitors. By changing their marketing from using famous athletes to use a unknown overweight boy, they achieve a whole new way of reaching their target group. In addition it shows that Nike implants the social trends in their marketing, by acting on a social problem like obesity. [Show full text]
• Nike: the Brand of Champions Feature By Sara-Jayne Clover Nike: the brand of champions Nike has won global fame not only for its iconic look for in outside counsel are deep legal expertise in trademark product lines and sponsorship deals with some of the law, the ability to provide strategic business advice in the context of business objectives, and an understanding of and interest world’s biggest – and sometimes baddest – sporting in our business.” These relationships have been instrumental heroes, but also for its clever, controversial ad in facilitating the successful roll-out of the brand in new and campaigns and alternative branding strategies. Senior untapped markets. trademark counsel Jaime Lemons reveals how she and Further fuelling Nike’s rise to global dominance is the ubiquitous her colleagues navigate these issues, and more, for the Swoosh mark, which transcends all language barriers. “The benefit of having a globally recognisable logo without the use of any additional world’s leading sportswear brand terms is that we can use it across multinational borders and consumers immediately recognise our products and stores,” explains Lemons. “Translation is not necessary and variant meanings don’t Swoosh: a simple logo dreamed up by Portland State University come into play.” Fortunately for Lemons and her team, protecting graphic design student Carolyn Davidson back in 1971 has today the logo around the globe has proved relatively stress free, thanks to become instantly recognisable as one of the world’s most lucrative its immediate distinctiveness and consistent usage, and the team’s brands. Valued by InterBrand at more than $15 billion, the Nike assertive enforcement efforts from day one. [Show full text]
• Emarketing the Essential Guide to Marketing in a Digital World 5Th Edition eMarketing The essential guide to marketing in a digital world 5th Edition Rob Stokes and the Minds of Quirk Fifth Edition eMarketing: The essential guide to marketing in a digital world By Rob Stokes and the Minds of Quirk First published 2008 by Quirk eMarketing (Pty) Ltd. © Copyright 2008, 2009, 2010, 2011, 2013 Quirk Education Pty (Ltd). This book is published under the Creative Commons Attribution-Non Commercial ShareAlike 3.0 Unported licence. This means that you can share and distribute this work and you can even modify it, as long as you do not use it for commercial gain, you share all modifications and you credit Quirk (Pty) Ltd. For more information, you can visit: www.creativecommons.org or www.quirk.biz/emarketingtextbook. eMarketing: The essential guide to marketing in a digital world ISBN: 978-0-620-56515-8 Fifth Edition Book design and typesetting by Solveig Bosch from SolDesign (www.soldesign.co.za). By Rob Stokes and the Minds of Quirk Cover illustration inspired by Craig Raw and designed by Anka Joubert. This book is typeset in DIN and it is printed by Creda Printers (www.creda.co.za). Trademarks All terms or names used in this book that are known to be trademarks or service marks have been appropriately capitalised. Quirk (Pty) Ltd cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. We have also made every effort to obtain permission for and to acknowledge copyright material. [Show full text]

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Case Study | Nike And The Sense Of Having A Brand Mantra

Case Study | Nike And The Sense Of Having A Brand Mantra 2 min read

A brand with a keen sense of what it represents to consumers is Nike . Nike has a rich set of associations with consumers, revolving around such considerations as its innovative product designs, its sponsorships of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude.

Internally, Nike marketers adopted a three-word brand mantra of “ authentic athletic performance ” to guide their marketing efforts. Thus, in Nike’s eyes, its entire marketing program—its products and how they are sold—must reflect the key brand values conveyed by the brand mantra.

Nike’s brand mantra has had profound implications for its marketing. In the words of ex-Nike marketing gurus Scott Bedbury and Jerome Conlon, the brand mantra provided the “intellectual guard rails” to keep the brand moving in the right direction and to make sure it did not get off track somehow.

Nike’s brand mantra has even affected product development. Over the years, Nike has expanded its brand meaning from “running shoes” to “athletic shoes” to “athletic shoes and apparel” to “all things associated with athletics (including equipment).”

Also Read: Coca-Cola Learned Branding Lesson The Hard Way

Each step of the way, however, it has been guided by its “authentic athletic performance” brand mantra. For example, as Nike rolled out its successful apparel line, one important hurdle for the products was that they should be innovative enough through material, cut, or design to truly benefit top athletes. The revolutionary moisture-wicking technology of their Dri-Fit apparel line left athletes drier and more comfortable as they sweat. At the same time, the company has been careful to avoid using the Nike name to brand products that did not fit with the brand mantra, like casual “brown” shoes.

When Nike has experienced problems with its marketing program, they have often been a result of its failure to figure out how to translate its brand mantra to the marketing challenge at hand. For example, in going to Europe, Nike experienced several false starts until realizing that “authentic athletic performance” has a different meaning over there and, in particular, has to involve soccer in a major way. Similarly, Nike stumbled in developing its All Conditions Gear (ACG) outdoors shoes and clothing sub-brand, which attempted to translate its brand mantra into a less competitive arena.

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