Nike Brand equity

IntroductionNike Corporation was incorporated in 1968. In their thirty-four year history, Nike has primarily been in the business of designing, developing, and marketing athletic footwear, attire, equipment and accessories, а lot of companies go out on a limb when it comes to business decision or management strategies with Nike Corporation. Nike is а powerful company. Nike Corporation is a well managed company in а striking industry, the company has a strong brand image, and they are effectively capturing the value shaped from their savings. Modern superior ways to make products are significant in today's Apparel companies, both to be efficient and to be able to make hi-tech products. Nike is dependent upon high technology in their effort to stay ahead of their competitors and create products. These technologies are found within computers, used to create, design and develop the products and machines that actually make the shoes. Besides these main areas of technology such a large corporation also uses a lot of diverse technology such as accepting programs on computers, intranet within the headquarters and not to forget Web page technology for their web page. They have а extremely developed Web site used for marketing and sales purposes. (Carty 2001 34-47)Nike primarily competes in the footwear industry, a subset of the consumer cyclical sector. The major competitors of Nike are Reebok and Adidas, but any company that sells athletic and leisure footwear, apparel, or sports equipment could be considered а contestant too. Competition within the footwear industry can be very strong and change quickly due to rapidly changing customer preferences and technology. With an active industry such as Nike, it can be challenging to sustain a competitive advantage.

Nike positioned itself in an industry where are virtually no substitute products. Runners, walkers, basketball players, football players, and virtually every person that moves by foot needs footwear. Since people are

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