Nike Branding Essay

2456 words - 10 pages

Introduction
One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve and increase the leading market position and marketing activities to increase brand equity will be discussed and critically evaluated.

Nike today
Companies Nike main business activity engage the design, development and worldwide marketing of high quality sport shoes, apparel, accessory products and equipment. Nike is the one of the largest brands selling high quality athletic footwear, athletic apparel and equipment in the world. The products of the company sell to retail accounts in the United States and through the various independent distributors, subsidiaries and licensees in many countries around the world. (source Nike.com) In year 2012 Nike reported total annual revenue of $25,313 million and Net income of $2,485 million. (naikinc.com)
Historically, Nike engineered and manufactured the sports shoes for athletes to compete and train in. The company's marketing strategies was aimed to sport shoes segment of market that in short period made products so attractive and desirable that they became a must have accessory to the large number of American people. The Nike popularity rapidly grew around the world. The people who would not take part in sport activities on regular basis choose to wear NIKE as company grew in to being part of the culture in America. The ownership of the Nike product expressed the attitudes of those people who chose to wear them. The fact today is that average American boy owns 10 pairs of Nike trainers. (Source…).
The Nike company’s success was created by founder Phil Knight. He was a student at University of Oregon who also was keen middle distance runner who could run a respectable 4:10 mile. By being an athlete he recognised the need of improvement in the sport shoes market. He established and turned little company called Blue Ribbon Sports into Nike Corporation that is multibillion-dollar firm today. As it was said by David Falk who has partnered with Knight over the marketing and representation of athletes “In a very short period of time, Phil Knight created one of the greatest American commerce stories of the 20th century”. The Blue Ribbon Sports company made $3240 in its first year 1964. In 1996 Nikes revenue was $6.5 billion and $550 million in income. (Source http://alumni.stanford.edu/get/page/magazine/article/?article_id=43087)
As it was noted by Keller, one of the initial roles of a brand is to attract attention and stand out from competitors (Keller et. al., 2008). The Nike brand success was created not...

Find Another Essay On Nike branding

Report on the Case Study Nike

2216 words - 9 pages Report on the Case Study Nike This report has been produced to provide an insight into the consumer decision-making process, buyer behaviour factors that consumers of Nike are influenced by. The report also details recommendations based on the findings. 2.0 Summary =========== The report is about Nike, regarding the case study. The report elaborates on the aspects including buyer behaviour, brand image

Nike vs Adidas, market and comprehensive competition analysis.

4090 words - 16 pages the spring of 2000, which was later integrated with e-commerce capabilities during that summer.Attaining market share is important to both Nike and Adidas. In order to maximize their market share, both Nike and Adidas have placed a great importance in developing their branding and marketing strategies on the net through web appearance and user friendly functionalities such as ease of purchase, speed, and navigation.Nike and Adidas have adopted a

Nike vs Adidas, market and comprehensive competition analysis

4090 words - 16 pages the spring of 2000, which was later integrated with e-commerce capabilities during that summer.Attaining market share is important to both Nike and Adidas. In order to maximize their market share, both Nike and Adidas have placed a great importance in developing their branding and marketing strategies on the net through web appearance and user friendly functionalities such as ease of purchase, speed, and navigation.Nike and Adidas have adopted a

Branded by Nike.

929 words - 4 pages everything "by the book" and wear all the "accepted clothing." Other people are fed up with viral marketing and are non-conformist.Branded by Nike.My first encounter with brand consciousness was in middle school during track season. It was the first time I had ever played sports for my school, I was exploding with excitement. It was my first day, and I noticed most of my team mates had spikes; they all were Nike. I looked down at my feet and not only did

Branding In Sports

1828 words - 7 pages logo have grown from just a model shoe to a multi-million dollar department for Nike Corporation.Is branding profitable for the companies that invest so much money into the team? If you ask the corporations that invest all the money the answered would probably be no, but to me I think it's a little out of hand. An example of the negative aspects of stadium branding is last year with the whole Enron scandal. The Houston Astros elected to call of

Nike’s “My body” Campaign

1558 words - 6 pages she started doing some freelance work for his company. Phil Knight asked Caroline to design a logo that could be placed on the side of a shoe. In spring of 1972, the first shoe with the NIKE SWOOSH was introduced. (Nike.com) Nike released “My Body” branding campaign in 1995, as an extension of an early 1990's "If You Let Me Play" campaign. In 1995, these pictures featured the six different body parts of a woman, from shoulders to thighs

Nike- The Biggest Training Shoe Company

1024 words - 4 pages Nike- The Biggest Training Shoe CompanySports has become a widespread interest after World War One as a pursuit of physical health development and new found past time interest. Various trainers shoes were invented back in the 1870s by several companies and the launched of rubber shoes became a new revenue stream for basic product in United States.There was a sudden demand of sports shoes after World War Two where basketball as a sport became an

What is marketing with examples.

934 words - 4 pages ). “Marketing delivers value to an organization by creating demand with customers that will allow the company to make a profit. More times than not, the company must operate in a competitive environment and therefore must have a way to differentiate its offering to influence the buying decision” (Carpenter, 2004).Nike has developed a new technology were by adding a small transmitter to a running shoe that tracks progress and links the

Packaging for the new product

562 words - 2 pages open. Additional packaging may be needed to assist retailers store the products easily and safety on the shelves. Packaging is essential to inform the customer about the contents, ingredients, weight, care instructions, etc. Some of which are legal requirements. Good packaging is an important part of the product. The basic function of packaging has always been to protect and contain a product. In a competitive market, branding and

The Power of Branding

2713 words - 11 pages will bring something fresh to the audiences. There are two major forms of co-branding strategies which is parallel co-branding and ingredient co-branding. Parallel co-branding means two or more brands that combine together to come out with a combined brand. For instance, Nike and Apple come out with an iPod, Nike+. (Fig.2.1) Another example is the Haagen-Dazs ice cream and Bailey’s liqueur which form a new Haagen-Dazs with Baileys flavor ice

The Development of Brands and Branding

1866 words - 7 pages without paying for permission to use a previously established brand’s qualities. In these instances, the borrowed aspects of the brand image is not exactly copied, it is altered in some way. For instance, Nike’s “swoosh” logo is associated with Nike’s superior quality in athletic apparel and their dedication to fitness. Although it is not documented, Newport Cigarettes seem to have borrowed the brand image from Nike. The Newport logo, if reflected

Similar Essays

Nike's Branding Image Essay

1134 words - 5 pages endorser in 1984. One982 the Air Force 1 basketball shoe becomes the primary Greek deity court shoe to form use of the Air technology. Additionally in 1980, Greek deity became in a public listed company, gap with the sale of two million shares of ordinary shares. NIKE’S BRANDING IMAGE: Nike's name within the athletic footwear buy and sell grew by the huge number of reviews either athletes or shoppers. Nike remains the primary alternative for several

Nike Essay

1834 words - 7 pages process of making the Nike brand well known around the world was not an easy task for anyone involved but it didn’t take long for Nike to get there first professional sports endorser to sign with the company and begin their branding. “In 1980, Nike completed its IPO and quickly became a publicly traded company.” (History & Heritage) Now that Nike was a readily available company to athletes around the world, they were ready for whatever

Apple And Nike Essay

3650 words - 15 pages -branding opportunities is that both of them who is very great in their own area of business came and join together will increase popular by the new product that wants to hit their target group which is the people who usually do exercise with style (Temporal, 2011). Apple and Nike who based their product on the great design and colorfulness of the brand, when making the product together will boost up the sale very quickly and easy to set the target

Nike Case Study

1114 words - 4 pages than the Nike Swoosh. Its form is simple but it has symbolism. The Nike Swoosh conservative and consistent allows it to become a unifying device across channels such as TV, print or Web, which tend to be anything but that.Nike has an increase tradition of a strong graphic uniqueness and huge brand awareness. They are the Kings of branding. In 2000, they sold nearly $9 billion sneakers, sweats, golf balls and more around the globe. They are in