Nike's Branding Image
analytical Essay
1065 words
Introduction: Nike, the popular manufacturer of footwear and sport wear, has become a famous trademark as McDonald’s, Coca-Cola and Pepsi. Greek deity was based in 1964 by track coach and runner couple Bill Bower man and as Blue Ribbons Phillip Knight Sports, afterward turning into Greek deity, Inc. in 1978. The name Greek deity was chosen in relevance the Greek divinity of conclusion. Nike Headquartered in Portland, Oregon. In 2007 instrumentality provider created sixteen dollar billion in income, up from 9.2 billion in 1997. Greek deity presently employs thirty, 000 employees worldwide. Nike sells merchandise below Greek deity, Inc., Nike Golf, Nike+, Nike Pro, Air Jordan, Greek deity SB, and Team Starter, with subsidiaries Umbro, Converse, Cole Haan, and Hurley International. Nike sells wear and instrumentality for games like pathway and sports ground, Football, Cricket, Basketball, Baseball, Soccer, skating, and Tennis. Greek deity has varied websites related to every of their target audiences as well as Nikebasketball.com, Nikerunning.com and Nikefootball.com. Greek deity has signed high athletes within the sports of soccer, Basketball, Soccer, Baseball, Cycling, Golf, and Tennis, skating, Boxing, Track and Field and Formula one sport. One in every of Nike’s best PR selections was language archangel Jordan as a celeb 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 rema... ... middle of paper ... ...ract them. (REFERENCES) Bruce, M. K. H. M. and A. J. Hill (1998). "Fashion brand preferences among young consumers." International Journal of Retail & Distribution Management 26(8): 293-300. Pope, N. (1998). "Consumption values, sponsorship awareness, brand and product use." Journal of Product & Brand Management 7(2): 124-136. Santomier, J. (2008). "New media, branding and global sports sponsorship." Smothers, N. (1993). "Can products and brands have charisma." Brand equity and advertising: 97-111. Underwood, R., et al. (2001). "Building service brands via social identity: Lessons from the sports marketplace." Journal of Marketing Theory and Practice: 1-13. Valkenburg, P. M. and M. Buijzen (2005). "Identifying determinants of young children's brand awareness: television, parents, and peers." Journal of Applied Developmental Psychology 26(4): 456-468.
In this essay, the author
- Explains that nike has been flourishing in building awareness. the 'swooshification of the world' image has appeared on shoes, hats, billboards and association football balls.
- Analyzes how nike has returned to the "mind" and "heart" of its customers by creating joga.com, a societal set of connections website for football fans.
- Explains that branding is a big role in any company to succeed in the industry and be competitive with the others.
- Explains that bruce, m. k. h. m, and a. j. hill, "fashion brand preferences among young consumers."
- Analyzes pope, n., "consumption values, sponsorship awareness, brand and product use." journal of product & brand management.
- Explains underwood, r., et al. building service brands via social identity: lessons from the sports marketplace.
- Describes valkenburg, p. m., and buijzen's findings.
- Explains that nike, the popular manufacturer of footwear and sport wear, has become a famous trademark as mcdonald's, coca-cola and pepsi.
- Explains that nike's name within the athletic footwear trade grew by the distribution of affirmative reviews by everyone shoppers and athletes.
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- Nike's Brand Development Effortsexplanatory essayIntroduction 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.
In this essay, the author
- Analyzes how nike's success in the footwear, apparel, and accessory markets is linked with marketing branding concept.
- Explains how the swoosh symbol helped nike establish as market leader in the sports equipment market.
- Explains how nike appealed to a wide range of customers with its latest marketing campaigns. brand extension is the use of established brands in new service and product categories.
- Explains that brand extension can damage the core brand reputation and even reduce brand equity that can be catastrophic for the future of the business.
- States that brand equity is a set of associations and behaviours on the part of brand consumers, channel members and parent corporation.
- Explains that a positive customer-based equity is likely to result in high customer royalty and low price sensitivity.
- Explains that nike's achievements in product development can be identified as constant battle for customer loyalty and positive customer equity creation. new product range stimulates product promotion activities that communicate corporate responsibility massages and let customers know their stance on environmental issues.
- Explains how nike developed a unique position in the marketplace through brand names, image, design, guarantees, packaging, and delivery.
- Explains that nike's main business activity is the design, development, and worldwide marketing of high quality athletic footwear, apparel, accessory products and equipment.
2189 wordsRead More - NIKE Inc.: Why It Is Such a Leaderexplanatory essayBill Bowerman and Phil Knight started Nike Inc. in 1971, formally known as Blue Ribbon Sports. Bill Bowerman was a former track and field coach at the University of Oregon, and Phil Knight was a student-athlete at the University of Oregon. After numerous years of supplying under Blue Ribbon Sports, the two decided to enter the athletic shoe manufacturing business. The first employee of the company was Jeff Johnson, who helped them with branding what is known today as NIKE Inc.
In this essay, the author
- Explains that nike's biggest strength is its ability to reach a level of buyer engagement by giving the consumer the sense that the brand empowers them.
- Explains that nike has well-known athletes and celebrities who promote the brand by wearing nike branded clothes from head to toe.
- Opines that nike is exploitative and greedy due to its strong brand, which allows them to produce large levels of profits that can be seen as unethical.
- Explains that raw materials needed to manufacture nike include cotton, leather, and rubber are highly available in the market. suppliers need to rely on companies like nike and adidas to bring in profit, making supplier power low.
- Explains that rivalry is the strongest force that can impact nike. they are challenged with intense competition in quality of their products and technology, as well as pricing, the kind of endorsements they get, and production and distribution.
- Explains that nike's business strategy is distinction in products strategy, which gives the company an edge to raise its profits from sales of distinctive products.
- Explains that bill bowerman and phil knight started nike inc. in 1971, formally known as blue ribbon sports.
- Explains that nike, inc. pioneered the design, development, marketing and retail of a wide range of athletic footwear, equipment, apparels and accessory products.
- Opines that nike's online presence will be important to its future sales. nike could sponsor running events to gain non-competitive consumers who enjoy fitness and running as a hobby.
- Explains that nike's greatest threat is unavoidable competition from other sports brands, such as adidas. the decline in the indian rupee shows how nike can benefit from drops in foreign currencies.
- Explains porter's five forces of competition and how it helps companies understand their strengths, weaknesses, opportunities, and veer from making the wrong decisions.
- Explains that companies in the footwear industry are impacted by a range of factors, such as large market environment and fashion trends within particular footwear categories. strong brand appreciation is another factor to consider.
2541 wordsRead More - The Nikeanalytical essayThe Nike A Greek would say, "When we go to battle and win, we say it is Nike." According to Greek Mythology, The Nike was the winged goddess of victory. Daughter of the titan Pallas and the river Styx, Nike sat at the side of the omnipotent Zeus for the duration of his plight with the titans. The goddess Nike came to be an everlasting symbol of victory and dominance on the battlefields of ancient Greece. In light of her conquests, a popular footwear company of the 20th century designed products in her name to push new levels of achievement in athletes worldwide.
In this essay, the author
- Explains that the greek goddess nike was the winged goddess of victory and dominance on the battlefields of ancient greece. the swoosh logo at the side of each shoe represents the wing of the goddess.
- Analyzes how the nike of samothrace captures the essence of the goddess in a dramatic pose.
- Explains that the nike swoosh logo was created by caroline davidson in 1971, when knight asked her to create a logo that could be placed on the side of the shoe.
- Explains that the greeks inspired athleticism and personal prowess by shifting political confrontation to physical competition. the swoosh was designed to embody the wing of nike and symbolize personal victory.
- Analyzes how nike adjusting her sandal was taken from a fragment of the parapet in the temple of athena nike. the covering lacks the pronunciation found in the nike of samothorace.
- Explains that nike's swoosh has built up immense publicity, much like the ancient goddess, through victory. gail devers won the gold medal in the 100meter and 4x100 meter relay during the '96 olympics.
- Explains nike's four objectives for the future: to provide an environment which develops people to maximize their contribution to nike, identify focused consumer segment opportunities, provide quality and innovative services, and establish and nurture relevant emotional ties with consumer segments.
- Analyzes how the nike swoosh embodies the spirit and luster of the winged goddess of victory, who brought inspiration to courageous warriors at the dawn of civilization.
952 wordsRead More - Nike Commercial Analysisanalytical essayThe name Nike is derived from the Greek goddess of victory which is exactly what Nike has over its competitors. Nike has been around for 53 years starting in 1964 and is the leading revenue sports goods company in the world with 34.35 billion US dollars in revenue in 2017. It is not only the biggest sports brand but also one of the three largest apparel companies in the world along with Christian Dior and Zara. It is such a prominent brand that almost everyone has used a Nike product in their lifetime. CEO Mark Parker wrote, “like athletes all over the globe, Nike’s future holds nothing but limitless potential”. Everyone is confident in Nike and their ability to continue creating and producing high quality products that everyone can enjoy.
In this essay, the author
- Explains that nike is the leading revenue sports goods company in the world with 34.35 billion us dollars in revenue in 2017.
- Analyzes how the commercial appeals to pathos because it shows a wide range of people of different ethnicities, ages, genders and body types allowing the audience to identify with one of those people.
- Analyzes how the commercial appeals to the audience saying that there are always people out there looking for someone else to be on their team and encouraging the viewers to go outside and be active.
- Analyzes how the song "surfin' bird" by trash man is played in the background, creating an exhilarating 90 seconds to grab the audience's attention and spark some energy in them to be active.
- Analyzes how nike promotes their products to kids and teenagers by using famous athletes, such as andrew luck for football, mia hamm for soccer, mike trout for baseball, anthony davis for basketball, and misty may trainor for volleyball.
- Analyzes how nike's commercial appeals to pathos because it shows that the neighborhood is a low to middle class area that is not decked out with all the bells and whistles.
- Analyzes how nike creates the image that their products are top-of-the-line through pathos, logos and ethos. the use of repetition throughout the entire commercial of "were short a guy" makes it memorable even after the commercial is over.
1369 wordsRead More - Analysis Of Nike's Brand Equityexplanatory essayBrand Equity Nike is a very large brand, due to its size its target consumer is usually very broad. The brand motto is “Just Do It” which is meant to target ordinary people, showing that anyone can be an athlete and encourage health. This links it back to the Health Conscious City Dwellers as some of them do not necessarily exercise regularly but the NikeFuel bracelet makes exercise a part of the consumer’s everyday activities. Nike is usually associated with achievers, they endorse elite athletes in order to reinforce this ideal but also utilize the idea that it is possible for anyone to achieve greatness with the right amount of work. The NikeFuel’s slogan is “Motivation on your wrist”, sticking with Nike’s ideals of always encouraging
In this essay, the author
- Explains that nike is one of the first larger brands to enter a new market for sports bracelets.
- Opines that nike should adopt an aggressive strategy against its main competitors to increase market share.
- Explains that nike's brand motto is "just do it" which is meant to target ordinary people, showing that anyone can be an athlete and encourage health. fundamental decisions like positioning, targeting, objectives and budgeting are key elements to enhancing brand equity.
- Explains that nike's 'swoosh' is one of the most recognizable brands in the world. it is a motivational message to consumers that if they use nike products they too, may gain the ability to fly.
- Explains that nike is one of the most recognizable sportswear brands in the world. the ‘swoosh’ logo helps the brand with this, as its simplicity makes it easy to recall.
1504 wordsRead More - Winged Victory: The Nike of Samothraceanalytical essay"Nike." Columbia Electronic Encyclopedia, 6th Edition 1. Academic Search Premier, EBSCOhost (accessed November 6, 2009).
In this essay, the author
- Describes how champoiseau uncovered pieces of masterfully worked parian marble on samothraki, the island from which poseidon is said to have watched the fall of troy.
- Analyzes how the hellenistic masterpiece is caught at the very moment in which she alights on the prow of the warship. her tunic is plastered tightly around her body by the driving wind.
- Explains that the ship was recessed into a niche in stone around the outer rim of the amphitheater in the sanctuary on samothrace.
- Explains that nike is the daughter of the titan pallas and the river styx. she was born the personification of victory and strength.
- Opines that the nike of samothrace is not yet known what she held. nature made the beautiful and pale parian marble used to construct the goddess, and they also broke her apart.
- Explains the mystery surrounding the nike of samothrace is its origin. the quest for the answer to both of these questions provides an interesting insight into how we study history.
- Explains that historians use any and all information available to them when trying to date a piece of ancient art. there are difficulties dating the nike of samothrace.
- Explains that the nike was created to commemorate a rhodian naval victory over antiochos iii.
- Analyzes how ridgway definitively declares the inscription "has been completed as pythokritos," a rhodian sculptor.
- Explains that no sculptures made throughout the greek world during the hellenistic period bear comparison with the mastery of the drapery seen in the nike of samothrace.
- Compares the nike of samothrace to alkyoneous the giant of the pergamon altar. the nike is carved in the round, while the wings on the parthenon are shallow relief.
- Explains that nike is of no help determining either authorship or time of origin. multiple nikes in multiple media have been found in all over the greek world.
- Opines that the warship as a base is less commonly used conceit, as monuments in the shape of ships were quite common, but it was not, and was in fact, "relatively rare."
- Explains that scholars can list a range of dates for the nike of samothrace, or use the word that frustrates many historians—circa. the main opponent is time itself, that which scholars are trying so hard to understand.
- Cites astier, marie-bénédicte, "winged victory of samothrace." the louvre, n.d. web. project gutenburg.
- Analyzes bose, debopriya's nike of samothrace statue. the roman war of antiochus the great.
- Explains that hesiod, the theogony, homer's iliad and michael lahanas' "art produced in pergamon (pergamum)."
- Cites pausanias' description of greece with an english translation by w.h.s. jones in 4 volumes.
1364 wordsRead More - Nike Business Strategy Essayanalytical essayNike Inc. is a very successful publicly traded sportswear and equipment company based in the United States. Nike is a multi-national and Fortune 500 company. It has reached achievements in their innovation in products that Nike has become one of the most recognized companies today and companies dream to have what Nike has created. The main headquarters for the company is in the Portland area near Beaverton, Oregon. Nike leads the world in supplying athletic apparel and shoes. Nike shows how devoted they are in the satisfaction of their customer’s needs that it shines upon their mission statement and encompasses their vision. Nike ensures to go far and
In this essay, the author
- Explains that nike is a multi-national and fortune 500 company based in the united states.
- Explains that nike is the leader of the worlds manufacturing of shoe making and controls over twenty percent of us athletic shoe market.
- Explains that nike's strengths are built off strong banding and name recognition. they are financially strong and have strong international sales.
- Explains that nike makes most of its profit in footwear; they have plenty of other products that keep them as valuable competitors in the market.
- Explains that developing new and innovative products is the main focus to gain new opportunities in the market. focus on other product lines such as sunglasses and jewelry, it can have big price tags but will net high profits and expand its demographic.
- Explains that there are strong competitors in the industry such as adidas and puma. manufacturing cost could rise and lower overnight especially using foreign production.
- Analyzes how nike's creative product design and innovative technological developments is what separates them from other competitors.
- Explains that nike's core values rely on performance, authenticity, and sustainability. the company has a strong financial position and empowerment of the top management.
- Explains that nike has a large economy of scale and is able to retain performance advantage and control costs over emerging competitors.
- Explains that nike, adidas, reebok and under armor have grown immensely over the last two decades. the market growth rate is low due to the high market penetration from the few competitor firms.
- Explains that there are several substitutes of athletic shoes, but the threat is low because nike has unique products and functions.
- Explains that nike's supply or supplier can affect nike through the availability of raw materials, such as rubber, foam, and cotton.
- Explains that nike, adidas, puma, and reebok have similar products and quality. consumers are price sensitive when it comes to buying. brand loyalty and nike's continuous service is what allows consumers to stay loyal.
- Analyzes porter's five force model to compare industry competitors, and nike to the competition. many companies have tried to compete, but none have come close.
- Explains that nike is targeting new markets by expanding on to certain types of sports such as women's sports in soccer, to extreme sports and even racecar driving.
- Explains that nike is a big company with many opportunities in developing geographies such as china, central and eastern europe and other emerging markets.
- Explains income statement, balance sheet, cash flow statement and owner's equity statements.
- Predicts that the company will face cash flow problems in the upcoming period due to the inconsistent increase and decrease in cash flows from operating activities over the last five years.
- Explains that bill bowerman and philip knight founded nike in 1972. they wanted to show the world that every body is an athlete and prove that transforming technology through shoes and apparel can go to great lengths.
- Cites rowland, christine, and panmore institute's "nike inc. five forces analysis (porter’s model).
- Explains that a mission and vision statement are what nike is doing and what its main objective is, and the company's growth through innovation and leadership is how they see themselves.
- Explains that nike's history began in 1964 when bill bowerman and partner philip h. knight started the company as blue ribbon sports.
- Opines that there are plenty of opportunities for new competition in the market, but competing against a huge company like nike, it is almost impossible to be major threat to them.
- Explains that nike has entreated merger and acquisition strategies when the right moments appeared. nike only targets alliances with firms that are related to their existing markets.
- Explains that total revenue of the company has increased from $25,313,000 in 2013 to $27,799,000 in 2014 to $30,601,000 in 2015 and finally $34,350,000 in 2017.
- Explains that nike's financial performance has pleased investors, who now see a company where earnings are less volatile and less fad-driven, yet still growing rapidly enough to gain lots of profit.
- Recommends that nike concentrate on creating more of an impact to their international expansion. nike could build a stronger brand by taking advantage of certain events like the olympics and the world cup.
- Cites press, st. james, the motley fool, seth jayson, todd campbell, and seasonal investor database.
- Analyzes how nike's marketing mix and 4 ps of nike make up a significant portion of the overall footwear market.
5600 wordsRead More - Nike: The Power of Exploitationanalytical essayNike: The Power of Exploitation Outline I. INTRODUCTION Paragraph No. A. Nike Described + Thesis: Many people can prove that Nike is a company 1 that continues to push the boundaries of design and performance, promoting freedom and choice, but these same people leave out the obvious facts that show how this company exploits third world countries by using cheap labor. II. History of Nike Inc. A. Founders B. Co-founding business 2 C. Business Success 3 III.
In this essay, the author
- Explains that nike continues to push the boundaries of design and performance, promoting freedom and choice, but these same people leave out the obvious facts that show how this company exploits third world.
- Explains the history of nike inc.a. foundersb. co-founding business 2c. business success 3iii.
- Explains nike defended, ruined reputation, target of organizational protests, significant progress, and significant progress.
- Opines that nike's "swoosh" is a dream of being the best because it is associated with best. steve prefontaine, michael jordan, and tiger woods are all icons that helped nike promote excellence.
- Explains that bill bowerman and phil knight met at the university of oregon and formed "blue ribbon sports," which gave birth to nike's forerunner ("our chronology" 1/6).
- Describes how the business, once run by two men in 1957, has become what is now, in 2001, a twenty-three thousand employee based company with yearly revenue of eleven plus billion dollars.
- Explains that nike continues to achieve more by finding places with cheap labor so the profit coming from every item is more than the retailed value price. nike's unfair advantage of exploiting third world countries will only continue to help nike grow and become more powerful.
- Describes sweatshops as subcontracting factories that employ thousands of people in places that possess a reputation worse than hell. nike has hundreds of these factories spread throughout the world and the countries they dwell in help define them.
- Explains that the public was revealed a small list of locations in which these sweatshops inhabit.
- Analyzes how nike exploited poorer third-world countries by exploiting sweatshop labor — the cost of living is higher and the economy is naturally wealthier.
- Explains that nike's business began in 1979 with footwear production in south korea, but the statistics do not spread to the united states because labor is too expensive.
- Opines that nike gave the statistics of very few factory locations so the public cannot know how many facilities and number of employees are out there. however, they never volunteered the information on the working conditions inside each individual factory.
- Narrates how julia esmerelda pleites, a nike factory worker in el salvador, describes her personal working conditions.
- Explains that long hours are just one of the many painstaking conditions contracted factory workers have to deal with.
- Analyzes how jim keady, a former pro soccer player, got involved with anti-nike activism when he tried to explore the connection between moral theology and sports for an undergraduate level paper.
- Explains that nike has been targeted for many different injustices and will seemingly forever be observed and audited. gap, avon, toys-r-us, mattel, reebok, and liz claiborne are just a few of the other corporations.
- Explains that nike is a target for many different organizational protests, especially students. students gather because their school apparel is splashed with the nike logo. child labor organizations protest because children were used to make nikes shoes and apparel.
- Opines that nike has a long way to go to improve in order to remove its reputation from exploitation of their trademarks.
- Analyzes how nike's passion and focus is applied to promoting human activity and understanding the dynamics of the physical body. nike is all about the athlete and helping them perform.
- Cites bernstein, aaron, and hsiao, andrew. "before the beginning." nov. 13, 2001.
- Analyzes how nike's good start was highlighted in the christian science monitor, which ran on nov. 13, 2001, and the nike remediation plan.
1789 wordsRead More - Nike: Surrounding Consumers By 7 Advertisement Platformsanalytical essaySome people don’t see Nike as a sportswear company, but as a marketing company. This multimedia integrated marketing giant stirred the market again by the project that used 7 advertising platforms to sell sport shoes, transformed a young player into a shining star, and even made people shop via mobile phones while walking.
In this essay, the author
- Analyzes how nike, a multimedia integrated marketing giant, stirred the market again by the project that used 7 advertising platforms to sell sport shoes.
- Explains that nike is the world's most value brand ranking at 33, and that it is a marketing company. the chamber of fear advertising series propelled lebron james to fame.
- Explains why nike chose a tv commercial as the first marketing activity in "chamber of fear" to introduce lebron james to the market and further enhance his popularity.
- Explains that nike's first application of the internet was "networking plan", which was to find out the sites that the target group surf the most and launch a large scale advertising campaign there.
- Explains that messenger is a must-use internet communication channel for young people. nike teamed up with yahoo to design audibles for the characters in chamber of fear commercials.
- Explains that it's not necessary to make cross-platform integrated marketing activities complicated. the biggest challenge is creativity. nike rented the giant billboard of the reuters building for outdoor advertising.
1901 wordsRead More - Nike Company Analysisexplanatory essayCurrently, Nike is the world’s leading innovator in athlete footwear, apparel, equipment and accessories. The company has had many successes since its’ beginning such as being named the No. 1 Most Innovative Company in Fast Company magazine’s annual ranking of the world’s top 50 innovators in February 2013, being awarded top honours by the Corporate Register Reporting Awards (CRRA) for Innovation in Reporting and Best Overall Report in April 2013 and also having Nike VP of Sustainable Business & Innovation, Hannah Jones, honoured as one of the three recipients of the 2013 C.K. Prahalad Awards, a prestigious award giving to companies, individuals and...
In this essay, the author
- Explains nike aims to sell sports apparels of premium build quality to every athlete in the world.
- Explains that nike is leading the market with 53% of the total market share, followed by adidas with 34%. reebok and puma control only 13%.
- Explains that nike segments their market primarily by regions, such as australasia, north america, asia pacific, latin america and eastern europe.
- Analyzes how nike attracts ex-users to use their products again by showing superior customer value when compared to other competitors. nike retains their hard core loyals by offering premium quality products with unique designs.
- Explains that blue ribbon sports was founded in 1964 as a distributor of tiger running shoes from onitsuka co., japan, by bill bowerman and phil knight.
- Explains that nike is the world's leading innovator in athlete footwear, apparel, equipment and accessories. the company has acquired sponsorships with many famous athletes from a wide range of sports.
- Explains that nike aims to be a sustainable company by abide by all environmental, safety, and health laws and regulations. nike seeks to increase their revenue through various strategies such as capturing customers’ attention through creative advertisements and innovative technologies.
- Explains that nike's innovative product designs and effective marketing strategies have allowed them to stand out among the many brands in the industry.
- Explains that the marketing environment is constantly changing, so it is essential to identify current and potential future trends. nike's strengths include a strong brand name, innovative products, and strong management.
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