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Commodity Chain - AMS 206 Analysis Paper Nike Analysis In...

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AMS 206 Analysis Paper March 22 , 2011 Nike Analysis In today’s consumer culture , advertising is a way for companies to keep their visual logos highly visible and highly valued . One company that is able to create an investment for brand identity in nearly every ad they produce is Nike . In 1996 , Nike took the idea of brand identity to another level when the company introduced a “Brand Jordan” line of shoes and apparel . Nike combined images of Michael Jordan with the image and meaning of Nike shoes; thereby , transforming Michael Jordan into an international idol in the media . Within this commodity chain analysis , it will be evident as to why the Nike brand , in particular Air Jordan’s , has been able to dominate “sign economy” in a consumer culture through the company’s dedication to taking chances , avoiding conformity , promoting individualism , and remaining honest and genuine . According to Nike’s vice-chairman , Richard Donahue , Nike’s aim is “to sell a global brand through marketing that appeals to local tastes . The commitment is to be a global company – on management , one theme , one value , one ethic around the world . Through this commitment , Nike is able to successfully advertise by building upon the globalization of sports culture while still being able to contribute to the globalization of product culture . Due to Nike’s advertising efforts , in 1997 , the company grossed over $9 billion of sales in its athletic footwear business and associated attire and sports equipment business . Nike CEO , Phil Knight , attributed the success of the company to brand equity . He was quoted as saying , “The 99% increase in sales of
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US athletic apparel is testament to the powerful brand equity we’ve created . In 1997 , Nike had a 40% annual growth . According to the official Nike website , the company was able to achieve record profitability and continue to expand their competitive separation by focusing on the company’s core strengths – innovation and inspiration .
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