Upload
surbhi-singhal
View
176
Download
0
Embed Size (px)
Citation preview
Brand ManagementSurbhi Singhal
PGP31240Section B
Nike Brand Mantra SummaryNike has a 3 word brand mantra “authentic athletic performance” to guide their marketing efforts.
This brand mantra has guided the brand in the right direction like when Nike rolled out its successful apparel line, it was innovative enough to benefit top athletes through its technology.
Nike successfully expanded its brand meaning from “running shoes” to “all things associated with athletics (including equipment)”
Company Information
• Nike is the world’s largest designer and wholesaler of athletic footwear, apparel and equipment
• Its core competency lies in high-end performance products• Nike’s distribution network consists of more than 50000 retail
accounts, independent distributors and almost 700 company owned stores in more than 170 countries
• It was founded in 1964 as Blue Ribbon Sports
• Industry: Apparel, accessories• Revenue: $30 billion• Number of employees: 62,600
Mission: To bring inspiration and innovation to every athlete in the worldIf you have a body, you are an athlete
ProductsBrand Portfolio: It’s subsidiaries
Products include Athletic footwear and apparel, sport equipments and other athletic and recreational products
Brand Extension
Nike branded iPods designed for running developed in partnership with Apple
Nike Brand Associations
Nike
Shoes
Athlete
Just Do it
Quality
Apparel
Michael Jordan
Market Leader
Innovative Design
Brand Image in a Consumer’s mind can easily be found out through the brand associations consumers have with it.
In case of Nike, It is its logo, and its positioning as quality product with high innovative design. Also, Nike is famous for its big celebrity endorsements the biggest being with Michael Jordan.
Nike’s Evolution of LOGONike Brand with the iconic trademark of “Just Do It” and the legendary Swoosh
logo is valued at $10.7 billion making it the most valuable brand in the sports industry
Nike’s Swoosh Symbol symbolizes the wing in the far-famed statue of the Greek goddess of victory, Nike, who largely influenced countless brave warriors.
Nike Celebrity EndorsementsRoger FedererNike Athlete Since 1997
Rafael NadalNike Athlete Since 2001
Tomas BerdychNike Athlete Since 2004
John IsnerNike Athlete Since 2007
Michael JordanEndorsement Deal:
$60 million
Lebron JamesEndorsement Deal:
$30 million
Kevin DurantEndorsement Deal:
$28.5 million
Nike Various Ads
Nike’s Latest Campaign• Nike’s latest ad film “Da Da Ding” features many
woman athletes like Rani Rampal, Ishita Malaviya and Bollywod actress Deepika Padukone
• The film showcases the unrelenting spirit of women in India and aims to trigger a movement to change the way sports is perceived in the country
Nike Brand EquityPeople are loyal to the brand or loyal to the sports shoe industry regardless the brand
Sense of achievement and ability to do anything
Symbol of status and a cool accessory in people’s eyes
Leader in the footwear industry
High technical Performance
High quality and innovation defined brand
Nike Brand Mantra• Brand Mantra is a
short 3-5 word phrase that captures the irrefutable essence of the brand positioning
• It consists of 3 modifiers capturing the holistic view of the brand like Nike has emotional, descriptive and the function of the brand.
• AuthenticEmotionalModifier
• AthleticDescriptiveModifier
• PerformanceBrandFunction
Competitors
Industry Market Shares
Brand Wars
Nike Social Media Platforms
YouTube
Face book
Nike
•18-35•Male and Female
•Sophisticated•Ruggedness•Competence
•Maximum Performance•Challenging oneself•achievement
•True sportsmanship•Champion•Aggressive
Nike Brand PositioningMen, Women and ChildrenActive people who enjoy high-quality sporting goods, especially footwearWorld Leader: 33% Market Share, followed by Adidas
Target Market
Frame of Reference
• Quality, Durability and Comfortable, Style, good reputation, breakthrough design, technology of products, packaging, sense of being associated with the best, #1 brand
• Having a positive attitude when they exercise/ workout
• Consistent and timely shipment of goods
• Nike is used by top athletes and teams
Summary
• Nike Introduction• Nike products and Brand Extensions• Nike Brand Campaigns• Nike Brand Equity Model• Nike Brand Mantra• Nike Brand Positioning
Disclaimer
Created by Surbhi Singhal, IIM Lucknow during Brand Management course under the guidance of Prof. Sameer Mathur, IIM Lucknow