Nike Case
Nike Case Questions
1. In the United States, what is Nike’s: a) Brand image, and b) sources of brand equity?
a) In the United States, Nike’s brand image is built on being a high-performance, innovative and aggressive brand. The company associates the brand with top athletes through sponsorships. Since inception, Nike has placed performance as a top priority for the brand. Through designing high performance shoes and apparel, as well as sponsoring high-profile athletes and teams the brand has developed a reputation as being high-quality. Nike’s high tech products have allowed the brand to be perceived as innovative in the minds of consumers. Nike is continually introducing new products to the sports market as a way to improve performance. Through high performance and innovation, Nike has been branded as arrogant as the company has a high regard for the spirit of competition and portraying a rebellious spirit.
b)
Source of Brand Equity Description
Logo Nike’s logo is a check mark. It is commonly referred to as the “swoosh.” As of 2000, 97 percent of American citizens recognize the brand logo. Nike has been seen as aggressive in the overabundance use of the “swoosh” with the symbol being placed on shoes, jerseys, hats, billboards and soccer balls across the globe. This ubiquity has been criticized as diluted the “swoosh”.
Advertising Advertising has allowed Nike to portray its rebellious spirit and “nasty boy” image. However, this approach in advertisement has caused negative perceptions in countries such as Europe where it has come across as too irreverent.
Sponsorships Nike has sponsored athletes such as Tiger Woods, Michael Jordan and John McEnroe. Americans idolize sport heroes allowing “winning” performance by sponsored athletes to correlate with “winning” Nike products. Through sponsorships Nike was able to create the credibility needed for its products to be seen as top-of-the-line. Nike was also able to use a grassroots approach by
1. In the United States, what is Nike’s: a) Brand image, and b) sources of brand equity?
a) In the United States, Nike’s brand image is built on being a high-performance, innovative and aggressive brand. The company associates the brand with top athletes through sponsorships. Since inception, Nike has placed performance as a top priority for the brand. Through designing high performance shoes and apparel, as well as sponsoring high-profile athletes and teams the brand has developed a reputation as being high-quality. Nike’s high tech products have allowed the brand to be perceived as innovative in the minds of consumers. Nike is continually introducing new products to the sports market as a way to improve performance. Through high performance and innovation, Nike has been branded as arrogant as the company has a high regard for the spirit of competition and portraying a rebellious spirit.
b)
Source of Brand Equity Description
Logo Nike’s logo is a check mark. It is commonly referred to as the “swoosh.” As of 2000, 97 percent of American citizens recognize the brand logo. Nike has been seen as aggressive in the overabundance use of the “swoosh” with the symbol being placed on shoes, jerseys, hats, billboards and soccer balls across the globe. This ubiquity has been criticized as diluted the “swoosh”.
Advertising Advertising has allowed Nike to portray its rebellious spirit and “nasty boy” image. However, this approach in advertisement has caused negative perceptions in countries such as Europe where it has come across as too irreverent.
Sponsorships Nike has sponsored athletes such as Tiger Woods, Michael Jordan and John McEnroe. Americans idolize sport heroes allowing “winning” performance by sponsored athletes to correlate with “winning” Nike products. Through sponsorships Nike was able to create the credibility needed for its products to be seen as top-of-the-line. Nike was also able to use a grassroots approach by