Nikes campaigns are innovative but still relevant to football with the aim of

Nikes campaigns are innovative but still relevant to

This preview shows page 67 - 69 out of 92 pages.

Nike's campaigns are innovative but still relevant to football; with the aim of furthering brand affinity; branded social initiative. These attributes characterize Nike personality as innovative, engaging, up-to-date, young, fun, socially active. The communication strategy and brand is seen as substantially strong in terms of positioning and the brand campaign outshines the main event, moreover, Nike is considered as a master of generating relevant
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Mobile marketing: brand performance and implications on brand identity A case study of Adidas, Nike and Puma 68 and superb content. The comparisons with other companies and mobile marketing campaigns show Nike as the most successful, although Nike has a strong competitor – Adidas with which Nike is “duelling”. In terms of functionality and specific mobile marketing campaigns, a vast range of rational values and processes can be found. The functions of Nike mobile marketing campaigns described by media are: connect and send support messages; gain customer responses and create dialogue; create possibilities to experience football; create new functions, text and download programmes; create experience with the brand; serve people and convert it to sales; create medium tournaments and experiential events; getting to the heart of an audience's needs; multiply brand exposure; to create awareness and a sustainable flow of money. It is evident that these rational values are directed to customers, as well as to enhance brand impact and sales. The other category of the rational values are the relationship-based values that emerges from mobile marketing campaigns and involves engaging in a dialogue; leverage Nike relationships with sports clubs and athletes to create exclusive and rewarding content; elevate awareness and unite people in the fight against HIV/AID. One can argue that these values are similar to the abovementioned processes, however, these chosen phrases demonstrate that they are based on relationship building between Nike and customers, as well as generating networks and consumer involvement in brand activities or social campaigns promoted by Nike. Hence, it can be said, that Nike applies mobile marketing not only to promote the brand, but also to build relationships by consuming the products and supporting Nike’s initiatives. Intangible brand values conform to the consumers’ self-realization and self-portrayal that has been achieved through brand consumption. Therefore, brands help consumers to create their self-representations and identities. The content analysis reveals some descriptions how media sees Nike mobile marketing activities affecting consumers’ self-expression and feelings. These include the articles mentioning how running experience is always unique and inspiring, that Nike (and Adidas) are hoping to train people who want to run faster, thus – are focused on accomplishments. Likewise, Nike creates playful, game-like experience for consumer to enjoy training. One article focuses on the application that gives access to a live community of 'tastemakers'. By sharing what is happening in six European
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