NIKE

The Role of Advertising in Creating Brand Personality - Nike

Table of Contents

Background of the Study4

Aim and Objectives8

Research Methodology9

Research Design9

Purpose Sampling9

Research Significance10

Reliability/Dependability10

Validity11

Data Analysis12

SWOT Analysis13

Strengths13

Opportunities13

Weaknesses13

Advertisement Campaigns14

1973 / Nike Waffle14

1979 / Nike Tailwind15

1982 / Nike Air Force One15

1984 / Nike Air Jordan16

1995 / Nike Women16

2005 / Nike iD17

2006 / Nike + (Nike + Ipod)17

Television, As a Relevant Media20

Brand Personality of Nike22

Emergence of Nike Brand23

Core24

Extended Identity24

Value Proposition24

The Branded Nike Logo25

Consumer's Perceptions of Brands27

Nike Shows the Viral Marketing29

Advertising of Nike Is Most Expensive30

Role of Advertising In Brand31

Controversies and Allegations32

The Future34

Conclusion and Recommendations34

Advantages of Internet Advertising35

References39

Appendix41

Consent Form41

Interview Questionnaire44

The Role of Advertising in Creating Brand Personality - Nike

Background of the Study

“Brands are at the heart of advertising and business strategy”

During the first decades of the twentieth century, there were two principles at work. The first was focused on the economics of marketing using branding to establish the legitimacy and prestige of a business in order to present the brand's value proposition to the consumers, while the second is close to what he refers as P.T. Barnum hucksterism, where consumers are seen as innocents that could buy inflated claims. Additionally, in the past, marketing has tried to control rather than embrace the consumers, but this structure is breaking down as a result of failure in understanding what controls individual behaviour in post-modern consumption (Katz 2007: pp. 330-336).

In the same way, the relationship between the government and the citizens is very difficult to understand, the relationship between producers and consumers has never been so simple. People are not shouting in the streets what they want to buy; they select from a large range of options that are supplied to them by manufacturers and suppliers. The competitiveness between brands is increasing, and by inference, the number of advertisements increases too. “According to Draper although in the US, the average person is exposed to 1,600 advertising messages per day, people respond (and not necessarily positively) to only about 12 of them.” In addition, the world advertising expenditure has increased dramatically, from $60,000 million in 1950 to $580,000 million in 2005, representing a growth of 966% (Hollister 2008: pp. 315-327).

These facts combined with the growth of the middle class in emerging markets, where a larger number of people is having access to the Internet, leads consumers to be more meticulous when purchasing a brand. According an article published by the Wharton faculty and analysts (2008), the middle class in emerging markets is growing, while the poverty is decreasing, and as a consequence of that, new markets are being developed, which stimulates the global consumption and the world economy. On the other hand, producers have to deal harder to understand the consumer preferences in order to sell their products or services. Is not only relevant for the producer but for all the others actor in the chain, to understand the consumers preferences, because the value that the consumer puts on the products or services will limits the return that everyone else could get from the value ...