Branding(Nike)

What we would do differently
History.
Evolution of the swoosh logo.
The brand.
SWOT Analysis.
How the research went.
How we worked as a group.
What we would do differently .

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.

Reach (Global)
Positioning (Up market)
Target Market
Brand Loyalty
Advertising / Sponsorships
Brand Extensions / Expansions
Brand rank and value

Strengths
Sponsoring of sports athletes and gain of valuable coverage.
Development of high quality products at reasonable price.
Re-location of products.
Brand Loyalty
High prestige i.e. Famous
Weakness
Pressured to charge low prices.
Due to diversified products, values fall as market shares fall.

Opportunities - redo
Has established global brand recognition due to sporting events.
Treated as a fashion brand by youths and thus stays in demand.
Due to high quality products, it brings in more profit.
Threats
Fake products.
New brands of the same quality with lower price margin leaving a competitive advantage.

There was misunderstanding among the group members
There was lack of communication
Who was to make the slides
Sharing the work amongst ourselves
How to create a good impression on the lecturer

There was understanding among the group members
We had to learn not only about the project but also about other member's cultures
Then we got to understand what the brand actually represents

we got our resources from the Net.
From non group members.
we also shared the result of our research among ourselves and selected the best.

Questions?
Any comments!

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Branding(Nike)

by prashtz on Dec 24, 2008

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Branding(Nike) — Presentation Transcript