Livestock branding , the marking of animals to indicate ownership
Human branding , as body modification or punishment
Branding (BDSM) , bonding of the partners and marking of a submissive
Wood branding , permanently marking, by way of heat, wood (also: plastic, cork, leather, etc.)
Vehicle title branding , a permanent designation indicating that a vehicle has been "written off"
Brand , a name, logo, slogan, and/or design scheme associated with a product or service
Brand management , the application of marketing techniques to a specific product, product line, or brand
Nation branding , the application of marketing techniques for the advancement of a country
Personal branding , people and their careers marketed as brands
Co-branding , associates a single product or service with more than one brand name
Branding agency , a type of marketing agency which specializes in creating brands
Faith branding , the application of marketing techniques to religious institutions or individuals
1962 : Phillip Knight, a Stanford University business graduate and former member of the track team, arranges to import athletic shoes from Japan and sell them in the U.S..
1964: William Bowerman becomes a partner by matching Knight's investment of $500.
1969: It now has several stores and 20 employees; sales are close to $300,000.
1971: Nike, capitalizing on the Greek goddess of victory. The first Nike product sold with the new symbol is a soccer shoe.(Creation of the swoosh logo)
1978: The company changes its name to Nike.
1980: Nike goes public, offering shares of stock.
1990: Nike files suit against competitors for copying the patented designs of its shoes, and also engaged in a dispute with the U.S. Customs Service over import duties on its Air Jordan basketball shoes.
2001: Nike opens its first Nike Goddess store, a unit targeting women, in Newport Beach, CA.
2003: Nike purchases Converse Inc.
Put Nike on the map
1984-1985 Nike saw a decrease in their earnings for the first time ever
Influenced them to make their first specialty basketball shoe
Since then, Michael and Nike together have generated billions of dollars in revenue
“ World Sports Hero No. 1”
Jumpman logo is one of the most easily recognized symbols throughout the world
Estimated that Nike paid him $40 million
More attention than Michael Jordan and Bo Jackson
3 pg. ad in Wall Street Journal
30- and 60- second TV spots
Aired during college football, major league baseball, the U.S. Open, SportsCenter and Monday Night Football
The newest Nike sensation
Nike signed Roger for 10 years for $18 million…
Federer’s agent at IMG, Tony Godsick, declined to comment… Nike did not reply to requests for comment by press time.
At press time, Federer is holding 16 Grandslams titles …
2006 Introduces a new brand RF
Branding: powerful marketing mechanism used by Nike
Leads to higher and more consistent product quality.
Increases innovation by giving producers an incentive to look for more new features that can be safeguarded by the patent.
Branding results in more product variety and choice for consumers.
Branding provides consumer information about products and where to find them.
Positioning (Up market)
Advertising / Sponsorships
Brand Extensions / Expansions
Brand rank and value
High brand loyalty
Has a very large product range .
Stiff competition from brands like adidas, puma etc…
Had covered only the good markets of the nations .
Product development offers Nike many opportunities
Nike is exposed to international nature of trade.
Sponsorship for sporting events
Rebates and Discounts.
Conducting fashion shows.
FUNCTION AND FASHION
Now, Nike concentrates on two aspects function and fashion.
In 1960’s Nike entered the market with function due to which they Failed in early times.
Nike believes if you have a body, you are an athlete.