Nike has strong brand equity through brand awareness, loyalty, and association. They use programs like Nike We Run and emotional branding focusing on heroism to attract and inspire loyal customers worldwide. Additionally, Nike is perceived to have high quality as a performance brand since its inception, designing durable and lightweight shoes prioritizing athletes' performance.

1. NIKE: Brand equity
Prepared by:
Devang Savalia
Vihang Prajapati

2. Brand awareness
• Nike We Run is an international club for
running enthusiasts to create a
communication strategy to attract potential
customers to the Nike store.

3. Brand loyalty
• Nike advertising uses the emotional branding
technique of Heroism to inspire incredible
customer loyalty all over the world. The hero
starts from humble beginnings, challenges a
foe greater than him, and against all odds,
prevails.

4. Brand association
• “If you have a body, you are an athlete” –Bill
bowerman

5. Perceived quality
• Nike is perceived as a high performance
brand.
• Since their inception Nike considered
performance as top priority, they designed
shoes that are durable, lightweight for
runners.