Nikes Brand Development Efforts Essay - 2197 Words

Introduction One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve and increase the leading market position and marketing activities to increase brand equity will be discussed and critically evaluated. Nike today Companies Nike main business activity engage the design, development and worldwide marketing of†¦show more content†¦By being an athlete he recognised the need of improvement in the sport shoes market. He established and turned little company called Blue Ribbon Sports into Nike Corporation that is multibillion-dollar firm today. As it was said by David Falk who has partnered with Knight over the marketing and representation of athletes â€Å"In a very short period of time, Phil Knight created one of the greatest American commerce stories of the 20th century†. The Blue Ribbon Sports company made $3240 in its first year 1964. In 1996 Nikes revenue was $6.5 billion and $550 million in income. (Source http://alumni.stanford.edu/get/page/magazine/article/?article_id=43087) As it was noted by Keller, one of the initial roles of a brand is to attract attention and stand out from competitors (Keller et. al., 2008). The Nike brand success was created not only because company hired Micheal Jordan and other sports stars for their marketing campaigns but also for the company’s ability to position the brand by creating iconic status in minds of customers. The effect was created by linkage of that time American pop culture with sport and athleticism. They also utilised the society’s worship of heroes, single status symbols and rebellious figures. The strong images and power full advertising campaigns communicated brand values that were appealing and accepted by vast majority of the people. Within the branding concept of marketing, that gives aShow MoreRelatedNikes Athletic Footwear Products1659 Words   |  7 Pagesmix of independent distributors and licensees throughout the world. Independent contractors manufacture all of Nike’s products; including all of its footwear and apparel products, which are produced outside the United States. The company has around 48,000 employees worldwide in North America, Western Europe, Central Eastern Europe, Greater China, Japan and Emerging Markets. 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