Nike brand management

Document Type:Research Paper

Subject Area:Engineering

Document 1

Brand inventory………………………………………………………. Brand Identity……………………………………………………………. Brand positioning………………………………………………………. Brand elements………………………………………………………. Brand communication……………………………………………………. Conclusion…………………………………………………………………. 13 REFERENCES…………………………………………………………………. Brand Introduction Nike footwear products Is a brand everyone has agreed on in the recent past. Nike ventured in the industry in the year 1974 with just one version that was all-white but it remained it to be an icon for 35 years. For the past 5 years, Nike Has improved her brands by introducing more luxurious shoe brands which came with different colors, including red, purple and black. Nike knows not to mess with a good thing (Gregory, L. Nike shoes has been sustainable, simple and easy to wear with any suitable clothes. The brand has no much complications in terms of fixing in the foot or ensuring it’s tight on your foot.

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Again, the company ensure that the sneaker shoes come with colors that fit with gray, red and black sweatpants and some premium trousers or even blue suit a long side sporting materials. This is how the product is simple to use. Brand positioning Nike having been in this market for quite such a long time, it has already identified and segmented her customers according to various factors. This segmentation has enabled the company to provide the consumer with a wide variety of services or product (Gregory, L. They usually focuses on the needs of the customers. One of their favorite customers targets are youths and middle aged people who like wearing sneaker shoes a lot. They also target sport clubs and people who like sports and doing regular exercises.

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To know the position a brand occupies in a consumers mind techniques such as correspondence analysis and perceptual mapping are used. Perceptual mapping is a representation of consumers thought through diagrams on the brand position. In the past, they have used two variables that affect positioning. They also keep in mind the need to outshine the rest of the other producers. In this case, Nike Company understand the range of customers who need first moving products and usually serve them with the quality they want. Other from such adverts, Nike has used sponsorship contracts with professional sportsmen, celebrities and college athletic teams to reach her customers across the globe. Those who remember very well, the first Nike TV was aired in 1982 by a pioneer agency during the broadcasting of the NY Marathon (602 Communications, (2016).

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Since them, Nike adverts went on being better and better. It was named to be the best advertiser of the year two times-in the year 1994 and 2003. Nevertheles, the company has been challenged to advertise on digital platforms and on the social media platforms. Nevertheless, looking at the history of the product since 1990s, there has been a good consumer-brand bond that has led to forming what we call brand community. There is good relationship between the consumers and the product and specifically for the shoes that target youth and sports personalities. Due to the brand ambassadors who have been used across the globe to advertise the shoes, many have developed love and passion for the product. Some sporting clubs and schools have connected so closely with Nike and always committed to use Nike shoes and products at large.

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Brand exploratory 3. Every shoe from the company bears the Nike logo that identifies its products. This has already rendered their shoes identity, visibility and desirability. Below is an example of an imagery label that Nike has been using for quite long time. One of the leading managing personnel once tried to explain the meaning of the Nike logo and the slogan, just do it. He tried to let people know that Nike stands for starting whatever you think you can do it better in sports world. Both ladies and men like to use Nike shoes for sporting and fitness activities. Ladies don’t like heavy shoes for sporting and that’s why Nike has won their trust towards their reliability and adaptability to the product.

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Brand feelings Nikes adverts mostly evoke emotions and this has led to their products sticking at the back of their customers minds. Every customer and user of Nike shoes will always feel to be a hero when he uses the products. Most athletics of the recent years have been felt that they win because they had Nike sporting shoes. Ladies like them for their lightness and the various attractive colors that are produced from the company. Currently, Nike brands stand to be superior over all other athletic produced from the competing companies due to their appealing colors and labels that has dominated to her customers mind. Brand Resonance Nike brands has very strong relationship with his consumers. This has been strengthened by the fancy feeling that Nike is made for winners.

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If you have to do any athletic activity, just get a Nike athletic wear and you do it, then you will emerge as a winner. Remember the comfort and beauty of the location gives clients /consumers of certain products a great experience. Nike can reach more customers through internet in a better manner. Like creating good attractive blogs that can be used to position the brand in the target market. They could even be able to learn more views from their customers from the same platforms that would help to improve the services. Recommendation two They should increase their presence in the developing markets. The culture of the products has been known to be white leather upper, nylon tongue, flat metal eyelets and wide laces.

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Then the ankle strap of the show features the Nike logo painted in the contrast hues and the tongue also features a reverse branding tab. Finally, the mini Swoosh at the toe part is complimented with Nike Sportswear Insignia. Some of the top sneakers are brand hits featuring the Nike Air slogan ‘just do it’ and swoosh motifs. Currently, the company is enjoying the brands slogan that has lasted for over 20 years (Brohi, H. Academy, P. Marketing Theories - The 7P's of the Marketing Mix. Professionalacademy. com. Retrieved from: https://www.  Women's Studies in Communication, 31(3), 312-343. Brohi, H. Strategic Marketing Plan of Nike. researchgate. net. Panmore Institute. Retrieved from : https://panmore. com/nike-inc-marketing-mix-4ps-product-place-promotion-price-analysis  Kasi,. Marketing Plan of Nike. Marketing Mixx.

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