Presentation based on Nike's brand management aspects.

1. BRAND MANAGEMENT
NIKE

2. NIKE, INC.
• NIKE, INC. IS AN AMERICAN MNC THAT IS ENGAGED IN THE DESIGN, DEVELOPMENT,
MANUFACTURING AND WORLDWIDE MARKETING AND SALES OF FOOTWEAR, APPAREL,
EQUIPMENT, ACCESSORIES AND SERVICES.
• NIKE, ORIGINALLY KNOWN AS BLUE RIBBON SPORTS (BRS). THE COMPANY INITIALLY
OPERATED AS A DISTRIBUTOR FOR JAPANESE SHOE MAKER ONITSUKA
TIGER (NOW ASICS).
• IN 1973, THE BRAND NIKE WAS NAMED AFTER THE GREEK GODDESS OF VICTORY.

3. GLOBAL POSITIONING
• NIKE'S BUSINESS AND MARKETING STRATEGY, BOTH AT HOME AND ABROAD, HELP KEEP
THEM AT THE FOREFRONT OF THEIR INDUSTRY OF FOOTWEAR AND ATHLETIC APPAREL.
NIKE SUCCEEDS IN GLOBAL MARKETING BECAUSE THEY UNDERSTAND WORLD MARKETS
AND HOW TO REACH EACH AUDIENCE IN A PERSONALIZED APPROACH THAT WORKS FOR
DIFFERENT LANGUAGES, CULTURES, CUSTOMS, NEEDS, AND DIFFERENCES.

4. LOCAL POSITIONING
• TO CREATE A DISTRIBUTION NETWORK THAT NOT ONLY
MAKES THE PRODUCT AVAILABLE AT EXCLUSIVE NIKE
STORES AND SELECT MULTI-BRAND OUTLETS BUT ALSO
AT SPECIALITY STORES, THEREBY ESTABLISHING THE
CREDIBILITY IN THE INDUSTRY.
• TO BUILD ON THE STRENGTH OF THE WIDE RANGE.
• TO CREATE AWARENESS AND AN IDENTITY FOR NIKE
THROUGH A DISTINCT VENDOR PRESENCE, AN AD
CAMPAIGN FOR KEY MARKETS TO COMMUNICATE THE
USP OF NIKE AND A PUBLIC RELATION CAMPAIGN TO
GIVE THE CONSUMER REASON TO BUY THROUGH
RATIONAL PRODUCT BENEFIT EXPLANATION AND COOL
REPRESENTATION.

5. MARKETING MIX
Product Mix:
Shoes
Apparel
Equipment and accessories
Pricing Mix:
Nike uses the value-based
pricing strategy to ensure
growth in its sales and profits.
Distribution strategy:
Retailers
Nike’s Official Online Store
Niketown retail outlets
Promotional activities:
Advertising
Sales promotions
Public relations

6. BRAND ELEMENTS
BRAND NAME LOGO AND SYMBOL

7. CHARACTERS SLOGAN

8. PACKAGING

9. BRAND EXTENSIONS
NIKE+
• LINE OF SUPPORT TECHNOLOGY PRODUCTS FOR USE IN SPORTS
• DEVELOPED IN PARTNERSHIP WITH APPLE
• INCLUDES LINE OF NIKE- BRANDED IPODS DESIGNED FOR RUNNING
AIR JORDAN
• BRAND OF PERFORMANCE SPORTSWEAR AND FOOTWEAR INSPIRED BY MICHAEL JORDAN
• JUMPMAN LOGO IS ONE OF WORLDS MOST RECOGNIZABLE
• LAUNCHED THE ATHLETE-AS-BRAND CONCEPT, CARRIED THROUGH INTO TODAY

10. NIKE SKATEBOARDING
• NIKES ATTEMPT TO BREAK INTO THE SKATEBOARDER COUNTERCULTURE
• COLOURS ARE OFTEN QUITE LOUD AND ATTENTION-GRABBING
• REGULARLY RELEASES LIMITED COLLECTORS EDITION SKUS TO INDUCE COMPLETIONISM
AND COMPULSION TO BUY

11. NIKE GOLF
• NIKES LINE OF HIGH- PERFORMANCE GOLF PRODUCTS, INCLUDING ITS OWN LINE OF
CLUBS
• NOT TO BE CONFUSED WITH THE SUB-BRAND OF TIGER WOODS
NIKE BAUER
• BRAND OF ICE AND FIELD HOCKEY EQUIPMENT FORMERLY OWNED BY NIKE
• BAUER WAS SOLD OFF IN 2008

12. CONTROVERSY
• SWEATSHOPS - FACTORIES CONTRACTED BY NIKE HAD VIOLATED
MINIMUM WAGE AND OVERTIME LAWS, VIETNAM 1996
• CHILD LABOUR - IN CAMBODIA AND PAKISTAN 1990’S
• STRIKE IN CHINA DUE TO UNDERPAY – IN APRIL 2014
• JUSTIN GATLIN SPONSORSHIP SPRINTER – DESPITE DOPING
CASE, IN MARCH 2015

13. CBBE MODEL
• KELLER'S BRAND EQUITY MODEL IS ALSO KNOWN AS THE CUSTOMER-BASED BRAND
EQUITY (CBBE) MODEL.
• WITHIN A PYRAMID, THE MODEL HIGHLIGHTS FOUR KEY LEVELS THAT YOU CAN WORK
THROUGH TO CREATE A SUCCESSFUL BRAND. THESE FOUR LEVELS ARE:
BRAND IDENTITY.
BRAND MEANING.
BRAND RESPONSES.
BRAND RELATIONSHIPS.
• WITHIN THESE FOUR LEVELS ARE SIX BUILDING BLOCKS THAT FURTHER HELP WITH BRAND
DEVELOPMENT. THESE SIX BUILDING BLOCKS ARE SALIENCE, PERFORMANCE, IMAGERY,
JUDGMENTS, FEELINGS, AND RESONANCE.

15. NIKE’S CBBE MODEL
1. SALIENCE: CUSTOMERS CONSIDER NIKE OF A BRAND WITH HIGH QUALITY AND GOOD
DESIGN SPORT SHOES.
2. PERFORMANCE: NIKE PRODUCTS OWNS HIGH TECHNICAL PERFORMANCE.
3. IMAGERY: PEOPLE CONSIDER THAT NIKE REPRESENTS THE HIGH STATUS, COOL STYLE, THE
WINNER IN THE COMPETITIVE SPOT ACTIVITIES.
4. JUDGMENTS: CONSUMERS GIVE HIGH CREDIBILITY TO NIKE DUE TO ITS HIGH QUALITY,
GOOD DESIGN AND INNOVATION.
5. FEELINGS: NIKE FOCUSES ON INSPIRATION OF THEIR CONSUMERS, MAKING THEM BELIEVE
THAT ALL THEY NEED IS "JUST DO IT".
6. RESONANCE: NIKE PROPOSES THE CUSTOMIZATION SERVICES TO ITS CUSTOMERS BY
OFFERING FROM THE CUSTOMIZED SHOES TO THE PERSONAL VIDEO FILMING OF
PARTICIPANTS DURING THE RUN.

16. AAKER’S BRAND EQUITY MODEL
• BRAND EQUITY IS A COMBINATION OF:
BRAND AWARENESS,
BRAND LOYALTY,
BRAND ASSOCIATIONS,
PERCEIVED QUALITY, AND
OTHER PROPRIETARY;
WHICH ADD UP TO GIVE THE VALUE PROVIDED BY A PRODUCT OR SERVICE.

18. AAKER’S MODEL - NIKE
Brand loyalty Competitions Innovations
Brand awareness Event campaigns Promotions
Brand associations NikeiD Sponsorships
Perceived quality Premium pricing Dynamic with environment
Other proprietary Logo Design

19. BRAND STRATEGY – SELF ANALYSIS AND BRANDING
• CREATE A COMPELLING TAGLINE

20. • EMPOWER YOUR TARGET AUDIENCE, ESPECIALLY THE WOMEN

21. • LEVERAGE THE POWER OF SOCIAL MEDIA

22. • USE #HASHTAGS & THEMES TO BUILD COMMUNITY

23. THE BIG FIVE MODEL OF BRAND EQUITY
• THE FIVE CORE DIMENSIONS ARE:
• SINCERITY (DOWN-TO-EARTH, HONEST, WHOLESOME, CHEERFUL)
• EXCITEMENT (DARING, SPIRITED, IMAGINATIVE, UP-TO-DATE)
• COMPETENCE (RELIABLE, INTELLIGENT, SUCCESSFUL)
• SOPHISTICATION (UPPER CLASS, CHARMING)
• RUGGEDNESS (OUTDOORSY, TOUGH)

25. •

26. •

27. •
•
•

28. •
•
•

29. •
•
•

30. Athletes
Just Do
It
Quality
Sports
Market
Leader
Shoes
Fitness
NIK
E

31. •
PERSONALIZED MARKETING

32. CAUSE RELATED MARKETING
•
•

33. •
GREEN MARKETING

34. CAMPAIGNS THAT CHANGED ITS IMAGE
•
•
•