Preview

Brand identity, loyalty and equity.

Best Essays
Open Document
Open Document
2214 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Brand identity, loyalty and equity.
Brand identity, loyalty and equity.

The extent to which a company can evoke an emotional connection between its brand and its target markets will play a big part in determining its business success. By tapping into consumers’ emotions, a company is able to create a long-term relationship in which both consumer and business will enjoy (Robinette 2000, p.1). This essay will discuss the emotional connection a brand has with their consumers, explaining the need to be identifiable and unique with regards to the design of their name, trademark and packaging. A positive response from consumers will then ensure the value of a brand increases, contributing towards increased revenue for a company.

Businesses are constantly searching for ways to immediately provoke a positive emotional response from consumers, as soon as their product is viewed. The first impression, created by the look, feel or sound of the product, “encompasses the entire spectrum of consumers’ awareness, knowledge and image of the brand as well as the company behind it” (Belch et al 2012, p.160). This initial contact can be made at a shop, or through other marketing strategies such as advertising, promotions, mail outs, sponsorships or social media, with each platform leaving lasting emotional impressions on consumers.

A major goal of any company should be to create customers, by developing strategies around the four ‘P’s’ of marketing – Product, Price, Promotion and Place. Strategies around branding need to be considered in all four of these areas, such is the importance of brand marketing as a whole. After identifying a target demographic, a company should aim to stimulate their audience through the name, symbol and packaging of the product. Founded in 1964, Nike is a sports apparel brand, whose goal was to improve the performance of running shoes. This company has since become recognizable all over the world, whose trademark, appearance, value, and philosophy has evoked people of all

You May Also Find These Documents Helpful

  • Good Essays

    Nike could modify its products and services through its innovative marketing strategy taken from evaluations on customer benefits and needs, whereas the product succeeded innovation technology with fashions that cater to customer satisfaction on a global level (Nike, 2000). Nike currently seeks out innovative ways to create advance athletic products and methods to speak creatively to the market because the success of Nike is based on marketing strategy that weighs current factors and trends (Nike, 2000). If Nike continues the innovation of new marketing ideas for their services and products, the organization will maintain their current role of innovative leadership with products, developments, and revenues in the athletic sports-wear industry (Nike,…

    • 1072 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Nike was incorporated in 1968 and has become arguably synonymous with elite footwear/apparel amongst the world population (Nike 10K, 2009). Nike’s primary business “is the design and development and worldwide marketing of high quality footwear and apparel” (2009, pg.1). In addition, Nike also designs/markets sports equipment and accessory products. Nike puts a heavy emphasis on investing in the innovation and design of their products to give their customers a high-quality product. Nike is the largest seller of athletic footwear and apparel in the world (2009). Nike sets the bar for other companies in the sports apparel/footwear industry, like Under Armour.…

    • 5144 Words
    • 21 Pages
    Powerful Essays
  • Good Essays

    An important marketing technique mainly used is branding. Branding is the entire process involved in creating a unique name and image for a product in the consumer’s minds, and almost act’s as a business’s ‘identity’ as it creates an image for the business. A brand can be a powerful selling tool and can help achieve marketing objectives such as gaining market leadership and raising customer awareness. According to the chartered institute of marketing, the best brands create a special relationship with their customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way the company interacts with its customers.…

    • 1389 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Kasean Wiley Nike Speech

    • 1026 Words
    • 4 Pages

    Thesis : Nike brand is a well known house hold name because the companies founders were able to “on” a logo paired with celebrity sponsorship and representation.…

    • 1026 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Red Fire Branding Summary

    • 830 Words
    • 4 Pages

    In order to succeed in business you must understand the needs and wants of new and existing customers. Branding is used to get the attention of customers and keep them coming back for more. The beginning stages of branding can be time consuming, uncomfortable and difficult. In the article titled “Red Fire Branding: Create A Hot Personal Brand And Have Customers For Life”, Arthur Liz Goodgold (2011) shares her thoughts on the importance of branding and how others perceive you based on the interactions you have with customers. Needless…

    • 830 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Growing up there was one brand that all professional athletes used in my eyes, Nike. The Swoosh, was the icon that all kids had to have, and why not? All the big time players not only had it, but endorsed it. Ads, which had Michael “Air” Jordan, Bo Jackson, or Wayne Gretsky “The Great One” doing amazing physical feats, always, motivated the crowds. The Nike company new this, and blasted it marketing campaign through all sorts of media. In this essay I will break down this multi-billion dollar company’s marketing techniques in the areas of: customer value, promotional items, marketing’s four p’s of the marketing mix, the segmentation, targeting, and positioning (STP) approach to market the product, Customer Relationship Management (CRM), environmental trends, the largest customer base, its competitors, and ethical marketing for this corporation both stateside…

    • 2640 Words
    • 11 Pages
    Better Essays
  • Best Essays

    It has been asserted (Kennedy, 2012) that, a brand collects name, symbol, design, logo and term together, intended to identifies and differentiates a product or service. Consumers regard brands as an essential element of the production, and most companies usually charge a higher price due to the influence of branding, like Louis Vuitton. Belch, Belch, Kerr, and Powell (2009) depicted that, brands could make choices for consumers, which like something consumers want to buy, avoid, aspire and outgrow. Duncan (as cited in Belch et al., 2009) describes a brand as ‘ a perception resulting from experiences with, and information about, a company or a line of products.’ A brand is not just the production or a service, it can be seen as a symbol of a product. For instance, it is easily to recognize two clothes through the branding logo, despite of that they own some common features in terms of color, style and material. Moreover, it is what differentiates a production from its competitors. Brands have two qualities, which are tangible and intangible attributes. The tangible qualities are those can be seen, felt, tasted and smelt, such as product’s design, how much it costs and what it is made of. The intangible attributes, usually involve consumer’s consciousness, which like brand image, perceptions of users of the brand and image of store where sold (Belch et al., 2009).…

    • 2372 Words
    • 10 Pages
    Best Essays
  • Good Essays

    Brand Equity

    • 706 Words
    • 3 Pages

    SWITCH on the telly and chances are that you will catch an old Hindi number. Now, they could either be from the numerous music channels playing retro numbers or songs running on television commercials . And with so many commercial breaks, one sees more Hindi songs as jingles for TVCs than the original song itself. So from ‘Pehli Tareek’ for Cadbury to ‘Hum jab honge’ for SBI Life to ‘I love you’ for Nestle Kit Kat, the list just goes on and on. It of course warms the cockles of the generation that’s grown up with the songs but it also gets the gen next confused — for some think it’s an original score. So these touched up, remixed hindi numbers — do they make the cut or are they just an easy substitute to creating an original jingle?…

    • 706 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Nike Marketing Objectives

    • 317 Words
    • 2 Pages

    Nike’s marketing objective is to employ a range of marketing communication tactics that can cater to the organization’s target market, who have different nationalities, genders, cultures, and ages. To enable this, Nike introduces its latest products through a marketing communication group that can strengthen the “positioning of, and key messages about, the Nike brand,” through different forms of visual aids and point-of-purchase advertising.…

    • 317 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Nike Just Do It Campaign

    • 1189 Words
    • 5 Pages

    The Nike brand has become so strong as to place it in the rarified air of recession-proof consumer branded giants, in the company of Coca-Cola, Gillette and Proctor & Gamble. Brand management is one of Nike’s many strengths. Consumers are willing to pay more for brands that they judge to be superior in quality, style and reliability. A strong brand allows its owner to expand market share, command higher prices and generate more revenue than its competitors. With its “Just Do It” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe business from 18 percent to 43 percent, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998.…

    • 1189 Words
    • 5 Pages
    Powerful Essays
  • Satisfactory Essays

    Activia Tlc

    • 359 Words
    • 2 Pages

    1. This case showed how it was possible to develop powerful emotional platforms that resonate widely with consumers, but still retain the functional product truth that was at the heart of a brand's original differentiation.…

    • 359 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Nike Case Analysis

    • 4961 Words
    • 20 Pages

    Brand image is the impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). It is set of feelings, emotions and experiences that are linked to the brand. While brand personality is the image the company wants to convey through the different brand architecture (logo, name, Marketing mix, and communicated messages) and they have control over, the brand image is the subjective mental picture of the brand. It is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. Because it is a subjective perceived position, brand image can deviate from the brand identity due to different perceptions, unexpected events, and different interpretation of communicated messages. The ultimate goal of any company is to lessen the gap between the perceived and the required brand image through actively getting feedback from the market and responding to any trends. Nike brand image that the company initially was building is a pure American icon, high performance, innovative aggressive brand, associated with high notch athletes, achievers and winners; mainly serious males. 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. They used leather in their fabrics because it is more durable than garment yet less fashionable. From the early day, Nike has learnt the consumers’ need by listening to the need of athletes, sharing their true passion for running. They designed their shoes to give athletes the best performance. In doing so, Nike has created a reputation as a provider of high quality running shoes…

    • 4961 Words
    • 20 Pages
    Better Essays
  • Good Essays

    Explanation: Nike is one of the biggest sports shoes manufacturer in the world. The competition between Nike and Reebok has given rise to many interesting analysis and the strategies followed by them are worth the mention. Nike has been a leading brand in the United States with nearly 37% of the market share. As the brand grew global, it adopted different strategies to retain its numero-uno status across various nations. Nike has made a huge impact on people’s minds with the launch of the tagline “Just Do It” during the 1988 launch. From sports shoes aimed at only sports stars to casual shoes and other range of sports accessories aimed at the retail customers , Nike has come a long way. The themes followed in the promotional campaigns have been very specific to the point in time. Hoardings , team sponsorship(Nike is the official kit sponsor for Indian cricket team from 2005-2010 ; it beat Adidad and Puma by being the highest bidder of US$43million). Nike has been sponsoring some of the leading football clubs in the world. The strategies to compete in the sports segment and those in the casual/retail segment are widely different and the nation of operation also make a difference. The logo implemented by Nike (the swoosh) is one of the world’s most instantly recognizable logos and has grown to the extent of being identified as a separate entity…

    • 568 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Nike Marketing Plan

    • 7636 Words
    • 31 Pages

    Nike is a worldwide powerhouse in the athletic shoe and apparel industry. Nike's short, but yet effective mission statement is characteristic of such success. Nike paints a picture of their company for the world to see their, "inspiration and innovation", as well as their "commitment to serve everyone in the world". Through a continuous effort by Nike to remain at the apex of technology and innovation, they are the market leader by a significant margin. As a result of Nike's pursuit of selling a broad spectrum of products, they possess a formidable competitive advantage.…

    • 7636 Words
    • 31 Pages
    Good Essays
  • Powerful Essays

    Brand Love

    • 1722 Words
    • 7 Pages

    In 2008 a client once said to us that they wanted their brand to become ‘the most loved brand’. It seemed initially like a quaint mistranslation from someone for whom English was not a first language, but on reflection it led the team at The Buzzz to think more about the nature of brand relationships and whether in fact there was a way to compare the emotional context of a customer brand relationship with the most complex of human emotions … love.…

    • 1722 Words
    • 7 Pages
    Powerful Essays