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Brand management nike
- 2. Nike Brand Mantra Summary Nike has a 3 word brand mantra “authentic athletic performance” to guide their marketing efforts. This brand mantra has guided the brand in the right direction like when Nike rolled out its successful apparel line, it was innovative enough to benefit top athletes through its technology. Nike successfully expanded its brand meaning from “running shoes” to “all things associated with athletics (including equipment)”
- 3. Company Information • Nike is the world’s largest designer and wholesaler of athletic footwear, apparel and equipment • Its core competency lies in high-end performance products • Nike’s distribution network consists of more than 50000 retail accounts, independent distributors and almost 700 company owned stores in more than 170 countries • It was founded in 1964 as Blue Ribbon Sports • Industry: Apparel, accessories • Revenue: $30 billion • Number of employees: 62,600 Mission: To bring inspiration and innovation to every athlete in the world If you have a body, you are an athlete
- 4. Products Brand Portfolio: It’s subsidiaries Products include Athletic footwear and apparel, sport equipments and other athletic and recreational products
- 5. Brand Extension Nike branded iPods designed for running developed in partnership with Apple
- 6. Nike Brand Associations Nike Shoes Athlete Just Do it Quality Apparel Michael Jordan Market Leader Innovative Design Brand Image in a Consumer’s mind can easily be found out through the brand associations consumers have with it. In case of Nike, It is its logo, and its positioning as quality product with high innovative design. Also, Nike is famous for its big celebrity endorsements the biggest being with Michael Jordan.
- 7. Nike’s Evolution of LOGO Nike Brand with the iconic trademark of “Just Do It” and the legendary Swoosh logo is valued at $10.7 billion making it the most valuable brand in the sports industry Nike’s Swoosh Symbol symbolizes the wing in the far-famed statue of the Greek goddess of victory, Nike, who largely influenced countless brave warriors.
- 8. Nike Celebrity Endorsements Roger Federer Nike Athlete Since 1997 Rafael Nadal Nike Athlete Since 2001 Tomas Berdych Nike Athlete Since 2004 John Isner Nike Athlete Since 2007 Michael Jordan Endorsement Deal: $60 million Lebron James Endorsement Deal: $30 million Kevin Durant Endorsement Deal: $28.5 million
- 10. Nike’s Latest Campaign • Nike’s latest ad film “Da Da Ding” features many woman athletes like Rani Rampal, Ishita Malaviya and Bollywod actress Deepika Padukone • The film showcases the unrelenting spirit of women in India and aims to trigger a movement to change the way sports is perceived in the country
- 11. Nike Brand Equity People are loyal to the brand or loyal to the sports shoe industry regardless the brand Sense of achievement and ability to do anything Symbol of status and a cool accessory in people’s eyes Leader in the footwear industry High technical Performance High quality and innovation defined brand
- 12. Nike Brand Mantra • Brand Mantra is a short 3-5 word phrase that captures the irrefutable essence of the brand positioning • It consists of 3 modifiers capturing the holistic view of the brand like Nike has emotional, descriptive and the function of the brand. • Authentic Emotional Modifier • Athletic Descriptive Modifier • Performance Brand Function
- 13. Competitors
- 15. Brand Wars
- 16. Nike Social Media Platforms YouTube Twitter Face book
- 17. Nike Brand Domain Brand Heritage Brand Personality Brand Reflection •18-35 •Male and Female •Sophisticated •Ruggedness •Competence •Maximum Performance •Challenging oneself •achievement •True sportsmanship •Champion •Aggressive
- 18. Nike Brand Positioning Men, Women and Children Active people who enjoy high-quality sporting goods, especially footwear World Leader: 33% Market Share, followed by Adidas Target Market Frame of Reference • Quality, Durability and Comfortable, Style, good reputation, breakthrough design, technology of products, packaging, sense of being associated with the best, #1 brand • Having a positive attitude when they exercise/ workout • Consistent and timely shipment of goods • Nike is used by top athletes and teams
- 19. Summary • Nike Introduction • Nike products and Brand Extensions • Nike Brand Campaigns • Nike Brand Equity Model • Nike Brand Mantra • Nike Brand Positioning
- 20. Disclaimer Created by Surbhi Singhal, IIM Lucknow during Brand Management course under the guidance of Prof. Sameer Mathur, IIM Lucknow