Brand Asset Analysis- Nike January 27, 2019
Introduction The iconic swoosh by Nike can be seen almost everywhere on a daily basis. The popularity of Nike as a brand has widely dispersed worldwide. As soon as you leave your house for the day, the chances are you will see someone—or be in the vicinity of someone— wearing or representing the brand, whether it be clothing apparel, shoes, accessories, or memorabilia, everyone knows or has at least heard of Nike. My partner for this analysis is Sarah Jamieson and she selected this brand for me because of how popular this brand is globally, how consumer loyalty plays a part for Nike as they face their competition, and how their unique marketing capabilities have assisted them in becoming who they are today. Analyzing this company and brand, we can see more deeply as to what factors have influenced Nike to be one of the giants in their industry. Root Strengths The success of Nike partially derives from their primary goal and how they establish their goals with consumers and connects with them. Nike’s objective and mission statement are Bring Inspiration and Innovation to every Athlete* in the World with the asterisk after “athlete” descripting that “if you have a body, you are an athlete”. Already from their mission statement, it says that they first want to inspire and innovate for athletes and second, that everyone is an athlete. They strive to inspire everyone. From their asterisk, the meaning is that they view everyone already as an athlete and that they have the potential in them to be more than they already are, even if one does not consider themselves an athlete. This statement can emotionally connect with people and motivate them to be more active and make a realization that there is an athlete in everyone. Their motivating intentions is just one of many strengths Nike possesses. They inspire in many ways through traditional advertising such as commercials and endorsements. Nike even features many types of athletes including paraplegic athletes which stands with their statement that if you have a body, you truly are an athlete. They target everyone attempting to bring out their inner athlete and to inspire them to be more active. Another strength they have is that they are the number one shoemaker globally, with high variety of athletic and sportswear shoes. Dominating worldwide in any type of category can truly show the scaling capabilities of a brand. They also retail in more than 180 countries so their brand can be seen and heard all over the planet. On a global scale, they have many customers to handle and their excellent customer service online and in person assist their customers until they are satisfied. Nike also projects a positive brand image by working with
You've reached the end of your free preview.
Want to read all 5 pages?
- Fall '13