Nike is a successful business because it uses all the strategy, culture, core values, leadership, and tactics. In fu... ... middle of paper ... ...onsorship. Nike has better quality because they focus on what would be best for the consumer. If the customer is satisfied with the product from Nike they will continue to buy from Nike. No matter what the price is set to be.
But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational.
Also, Puma has a great brand equity because of the company’s focus on innovation and design to produce high quality fashionable athletic products. Kotler and Keller (2009) state, “brand equity is the added value endowed on products and services, reflected in how consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm” (p. 111). The leaping Puma logo is a very bold iconic symbol that is very easily recognizable to consumers. This Puma logo is designed to symbolize to consumers the brands strength, power, and agility. The Puma brand logo creates a positive customer-based brand equity because it’s recognized by consumers to represent the company’s stylish athletic products (Olson, Czaplewski & Slater, 2005).
With all of this Nike helps create an image of what modern American is like. Nike needs to have those great athletes promote their product because it helps create a link between that athlete with the Nike gear they have and because they are using the influence of popularity that those athletes have. It is nothing new that people with a large amount of popularity have a huge sway but the promotion of Nike through the power of popularity is an example of how powerful it has
Brand loyalty occurs when a customer repeatedly buy products from the company, even though they could bring their business someplace else. This is especially importantly for Harley Davidson because customers that have experience with the company are more likely to purchase new products that are released. Having brand loyalty also creates an image to prospect customers that it must be a good company if people are continuously buying its products. Harley’s sixth and last strength is that their products are incredibly durable. Because their products are so well made, they last a long time.
Being in the extremely competitive market Nike is in, customer loyalty is highly sought after. Nike gives a wide range of choices, high quality items and always provides new innovations. This is one of many reasons why Nike exceeds in their
Nike promotes their sportswear in such a way that their communication objective can easily be achieved. Nike uses following way to interact with their current and new customers: • By means of renowned spokespersons, for instance using top athletes, protagonist in their commercials • By portraying artistic (in terms of inspiration) stories • By building sentimental relations between the viewer and the illustrated person • By exciting the observer directly (MichaelSam85, 2011) Nike recruits brand ambassadors from different parts of the world who top in athletes and who are having a good following in the public, which helps them to reach the audience that influences them to purchase the Nike sportswear. (MichaelSam85, 2011) This is the best way by which Nike has used to convey its significance, because the target audience appreciates and relates to their idols. Nike uses inspirational stories that are related to sports and fitness to build its communication. They use pictures or verbally transmitted to deliver their story.
That is why it is so easy to play with people’s minds and intentionally make them think about products and make them want to have and use these products. Advertising has been around for a long time and people that create commercials know a lot about those fears and weaknesses and even desire and dreams that the regular people have. So they use them in order to be profitable and in order to sell their products. Every business is really competitive in current times so the company that manages to attract more customers will be the most profitable and most successful. That is why these companies have to use all the possible methods and all the techniques that they can think of.
Its slogan ‘Just do it’ has appealed to target customers to buy the product with the sense of inspiration and confidence and which has made it the major competitor in athlete industry” (p 5). As with all companies, Nike has taken considerable time and effort to outline a mission statement that embodies all that the firm symbolize. The research is unclear on exactly what if any vision statement this company. According to Panmore Institute (2017), Nike Inc.’s indorsed mission statement is “to bring inspiration and innovation to every athlete in the world.” This mission statement signifies the company’s strategic goal of reaching out to the global sports shoes, apparel, and equipment market. As a leading manufacturer of sports shoes, clothing and equipment, Nike Inc. inspires people to adopt a winner mindset, which covered in the “inspiration” component of the mission statement.
In other words design and development of sports shoes was the core aspect of companies clarity in terms of vision and direction. Consistency subsection of 4-Cs framework can be linked to companies’ ability to constantly develop and improve. One of the Nikes success cornerstones is that company continuously investing in development and marketing. Credibility is embedded in Nikes quality of products. The fact is backed up by returning customers who are willing to repeat the product purchases and be part of the brand.