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Presentation on nike brand image and audit!
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SANTHOSH WILSON AJIT JOSE MATHEW 12781528 12774704
NIKE’S STORY• Begin in 1964 as Blue Ribbon Sports• Renamed Nike in 1978,after the Greek goddess of victory• Key people of Nike : Bill Bowerman & Phil Knight • Headquarters in Beaverton, Oregon , USA• World’s most competitive sports and fitness company• Nike employees over 26,000 people• Current CEO : Mark Parker
NAME• Greek God of winning
• Symbol of a wing
• Promote Victory and Winning
NIKE’S BRAND IDENTITY
• SLOGAN: “Just Do It”
• LOGO: NIKE SWOOSH
• BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic
and aggressive
• EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy
NIKE’S BRAND IDENTITY
NIKE’S BRAND IDENTITY
NIKE’S BRAND IDENTITY
NIKE’S BRAND IDENTITY
• SLOGAN: “Just Do It”
• LOGO: NIKE SWOOSH
• BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic
and aggressive
• EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy
EVOLUTION OF SWOOSH LOGO
•Created by graphic design student at Portland State University in 1971•Received $35 for the design and unknown amount of stock in Nike•Now one of most famous logos and trademarks in the world
COMPETITOR ANALYSIS
COMPETITOR ANALYSIS
2013
Nike has a dominate global
market share of 41%
Adidas is 8.2%
Reebok is 3.2%
COMPETITOR ANALYSISSPORT
NIKE ADIDAS REEBOK NEW BALANCE
WalkingX X X X
Basket BallX X X X
ChildrensX X X X
TennisX X X X
LifestyleX X
SkatingX X
Cross
Training
X X X X
SoccerX X X X
Running X X X
COMPETITOR ANALYSIS-BRANDING STRATEGY
COMPANY STRATEGY
NIKE ATHLETIC, INFLUENTIAL,
OUTGOING,AGGRESSIVE, AMERICAN WAY OF
LIVING
ENDORSES THE BEST ATHLETES
STYLE OVER QUALITY
ADIDAS,REEBOK SOPHISTICATED PRODUCT QUALITY
COLLABORATING WITH URBAN CULTURE
SPONSORING SPORTS EVENTS
PUMA ELEGANT,COLOURFUL, SPONTANEOUS,
FASHION SHOWS
TARGETS TRACK AND FIELD MARKET
OTHER COMPANIES TRYING TO CAPTURE MARKET SHARE- VERY
DIFFICULT WITHOUT SPENDING A LOT OF MONEY
http://www.youtube.com/watch?v=aPkyPdubqDs
SOME FAMOUS PEOPLE WHO WERE SUPPORTED BY NIKE
Emotional
Authentic Athletic
Descriptive
Performance
Function
Authentic : Nike’s features the best products in all the segments of sports and athletics that makes it the first preference for amateurs and professionals.
Athletic: Nike creates an athletic like feel through the use of its high end products. Often times it is the sole reason for purchasing a Nike product to be
get that feel of higher performance.
Performance : Nike’s products help in training harder, running faster, aiming higher, being stronger that in turn helps in building up the performance and
endurance of the performer.
Brand Mantra
SWOT ANALYSISStrength:
Extensive visibility through brand athletes. Strong research and development team. No.1 sports brand in the world. Manufactures 30% lighter shoes than the competitors. Offers their product world wide.
WEAKNESS
Profits are largely depend on footwear products.Products are highly priced.In Cambodia and Pakistan their have been
allegations for child labour and poor working conditions.
Nike has a lack of its own stores.
NIKE’S OVERALL REPUTATION
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
WellBelow
Average
BelowAverage
Average AboveAverage
WellAbove
Average
NoOpinion
Nike's Overall Reputation
OPPORTUNITIES
• Produce sportswear products by recycling manufacturing waste.
• Expansion into sports sunglasses and jewellery items.
• Improve brand image by supporting events such as World cup and Olympics.
THREATS
Smart competitors like Adidas,Reebok,Puma etc.
Competitors are trying to copy Nike's business model.
Different currencies used in the International trade.
Competitors are becoming more aggressive and creating high quality products.
Recession
Consumers are searching for the lowest price products.
Nike is a premium brand – so consumers will start shifting towards lower priced brands.
RECOMMENDATION
Engage more in community centred activities such as charity programmes, fitness programmes for children to boost up corporate social responsibility.
Invest more in R & D.
Targeting Asian pop culture such as pop singers, bollywood etc
Strengthen distribution in regions where Nike is currently losing sales(ie , footwear's in US region)
Open Nike’s own retail stores world wide.
Going deeply into e-commerce can increase sales due to high internet users.
SLOGAN
