marketing
Neiderhauser
UW-L Journal of Undergraduate Research XVI (2013)
How Nike’s Leadership Affects Brand Image Internally and
Externally
James Elmer Neiderhauser
Faculty Sponsor: Dr. Elizabeth Crosby, Marketing
ABSTRACT
The nature of this project is to determine how the leadership within Nike, specifically Phil Knight, affects the brand image both from an internal company focused perspective as well as from an external viewpoint of the consumers and the media. I am curious to see how leadership and brand image are connected. As well as to what extent leadership improves brand image and perception in the minds of Nike members as well as customers. The focus will be on evaluating the leadership of Phil Knight, to see how that directly impacts Nike’s brand image. The analysis will be done looking inward on other members within the Nike work culture, as well as outward on customers, media, and members of the community. Through studying
Nike using brand image and leadership as the areas of focus, useful insight as to how these two are connected will be made to improve companies’ brands.
Key words: branding, leadership, organizational communication, media, buyer behavior
INTRODUCTION
Background
Phil Knight was one of the cofounders of Nike and served as CEO until recently. It was through his leadership and his vision that he was able to build one of the biggest names in sports. The brand itself is worth over ten billion dollars, which makes it the most valuable name in the sporting world today. Not only that, Nike has built an incredible culture both from the inside aspect of a company to a culture wide Nike movement. Through Phil’s strategic leadership in Oregon he was able to build a company that not only was successful but a company that is always on the cutting edge of innovation and advertising. It is obvious that Phil Knight and Bill Bowerman, both cofounders of Nike, have had a tremendous impact on leading this company down a successful
UW-L Journal of Undergraduate Research XVI (2013)
How Nike’s Leadership Affects Brand Image Internally and
Externally
James Elmer Neiderhauser
Faculty Sponsor: Dr. Elizabeth Crosby, Marketing
ABSTRACT
The nature of this project is to determine how the leadership within Nike, specifically Phil Knight, affects the brand image both from an internal company focused perspective as well as from an external viewpoint of the consumers and the media. I am curious to see how leadership and brand image are connected. As well as to what extent leadership improves brand image and perception in the minds of Nike members as well as customers. The focus will be on evaluating the leadership of Phil Knight, to see how that directly impacts Nike’s brand image. The analysis will be done looking inward on other members within the Nike work culture, as well as outward on customers, media, and members of the community. Through studying
Nike using brand image and leadership as the areas of focus, useful insight as to how these two are connected will be made to improve companies’ brands.
Key words: branding, leadership, organizational communication, media, buyer behavior
INTRODUCTION
Background
Phil Knight was one of the cofounders of Nike and served as CEO until recently. It was through his leadership and his vision that he was able to build one of the biggest names in sports. The brand itself is worth over ten billion dollars, which makes it the most valuable name in the sporting world today. Not only that, Nike has built an incredible culture both from the inside aspect of a company to a culture wide Nike movement. Through Phil’s strategic leadership in Oregon he was able to build a company that not only was successful but a company that is always on the cutting edge of innovation and advertising. It is obvious that Phil Knight and Bill Bowerman, both cofounders of Nike, have had a tremendous impact on leading this company down a successful
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