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Nike: Building a Global Brand
INTRO:
Today Nike are a globally established brand. A front runner in how super brands conduct themselves in and out of boardrooms however Nike’s journey is as humble as you are likely to see and the journey is yet to be complete.
Global branding can bring a multitude of benefits including the ability to easily acquire and retain customers and market power whilst decreasing customer risk as they are confident in the quality and reputation of the brand. However, globalising a brand can also see certain issues arise revolving around culture, language an technolofy. Nike have faced criticism for being an aggressive, fashion focused brand making it difficult to create trust and relevance in some countries. In spite of this, Nike have maintained their position at the forefront of the market staying true to their main aim of ‘providing high quality running shoes designed especially for athletes by athletes’. ‘The product goal is simple-to enhance athletic performance. That simple goal has led to some impressive innovations’ (brand republic.com Superbrand case studies:Nike 21 june 2002)
1)
BACKGROUND NOTES – STORY OF START UP
ENDORSEMENTS & SPONSORSHIPS – MJ,
Brand mantra
Advertisement
Characteristics
Values
Dimensions of brand personality
Jennifer L Aaker
JMR, Journal of Marketing Research; Aug 1997; 34, 3; ABI/INFORM Global pg. 347
Brand personality can be formally defined as a set of human characteristics associated with a brand. In contrast to ‘product-related attributes’ which tend to serve as a utilitarian function for consumers, brand personality tends to serve a symbolic or self-expressive function (Keller 1993)
OUR MISSION:
TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD
*IF YOU HAVE A BODY, YOU ARE AN ATHLETE http://nikeinc.com/pages/about-nike-inc 2) INTRO ON AMERICAN CULTURAL ASPECTS
- TV ADS
- AMERICAN CULTURE
WIN AT ALL COSTS
PERCEPTION OF
INTRO:
Today Nike are a globally established brand. A front runner in how super brands conduct themselves in and out of boardrooms however Nike’s journey is as humble as you are likely to see and the journey is yet to be complete.
Global branding can bring a multitude of benefits including the ability to easily acquire and retain customers and market power whilst decreasing customer risk as they are confident in the quality and reputation of the brand. However, globalising a brand can also see certain issues arise revolving around culture, language an technolofy. Nike have faced criticism for being an aggressive, fashion focused brand making it difficult to create trust and relevance in some countries. In spite of this, Nike have maintained their position at the forefront of the market staying true to their main aim of ‘providing high quality running shoes designed especially for athletes by athletes’. ‘The product goal is simple-to enhance athletic performance. That simple goal has led to some impressive innovations’ (brand republic.com Superbrand case studies:Nike 21 june 2002)
1)
BACKGROUND NOTES – STORY OF START UP
ENDORSEMENTS & SPONSORSHIPS – MJ,
Brand mantra
Advertisement
Characteristics
Values
Dimensions of brand personality
Jennifer L Aaker
JMR, Journal of Marketing Research; Aug 1997; 34, 3; ABI/INFORM Global pg. 347
Brand personality can be formally defined as a set of human characteristics associated with a brand. In contrast to ‘product-related attributes’ which tend to serve as a utilitarian function for consumers, brand personality tends to serve a symbolic or self-expressive function (Keller 1993)
OUR MISSION:
TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD
*IF YOU HAVE A BODY, YOU ARE AN ATHLETE http://nikeinc.com/pages/about-nike-inc 2) INTRO ON AMERICAN CULTURAL ASPECTS
- TV ADS
- AMERICAN CULTURE
WIN AT ALL COSTS
PERCEPTION OF