Marketing Management

Abstract

The brand image and positioning of NIKE cannot be replicated by its competitors. With the 'Just Do It' campaign, NIKE has created an image of grit. NIKE brand has been evolved successfully over many years. The brand has associated itself with some of the biggest names in sports including LeBron James, Charles Barkley, Ken Griffey Jr, Roy Jones Jr, Lance Arstrong, Tom Brady, Tiger Woods, Roger Federer, Lance Armstrong and Ronaldinho. A majority of NIKE's customers include sportsmen. However, with the passage of time, the target audience of NIKE has been expanded to include more female and Generation Y customers.

Introduction

Nike is an American manufacturer and marketer of sports and athletic shoes. The marketing efforts of NIKE rest on its strong brand image. NIKE brand has been evolved successfully over many years. The distinctive features of NIKE include its log and slogan. The company has long endeavored to develop and maintain its market position and market share. NIKE has made huge investments in advertising and Just Do It campaign (Garfield, 1998).

NIKE's Brand Image

With the 'Just Do It' campaign, NIKE has created an image of grit. In the contemporary market, NIKE brand means determination and passion. The tagline associated with NIKE is 'Just Do It'. The tagline has been associated successfully with the NIKE brand. The tagline and logo of NIKE symbolizes athleticism and victory. The logo design and tagline has been evolved into a motto. The brand has developed itself in to a unique way of life. In the current market, NIKE symbolizes action and excellence.

The logo of NIKE is a 'swoosh' that looks a lot like a check mark. The logo of NIKE is simple and plain yet it holds deeper and intense meaning. The same is the case with the tagline. The tagline of NIKE brands holds deeper meanings or in other words, they are a call for action. The NIKE brand has associated itself with athletes including Tiger Woods and Michael Jordan. The brand of NIKE has evolved over time with the evolvement of technology.

The earliest advertising campaign of NIKE included 'There is no finish line'. The poster gained enough attention among customers. For many years, NIKE brand has focused on the running and athletic industry. However, with the passage of time, the brand was evolved to establish a different image. The company started to sponsor field athletes and other famous players. The brand has associated itself with some of the biggest names in sports including LeBron James, Charles Barkley, Ken Griffey Jr, Roy Jones Jr, Lance Arstrong, Tom Brady, Tiger Woods, Roger Federer, Lance Armstrong and Ronaldinho.

A majority of NIKE's customers include sportsmen. The target market of NIKE also includes young customers of 20-30 years age. In addition, the high income people who are in their middle ages are also the target market of NIKE. When compared to the past, there is an increase in the number of female customers. The target audience of NIKE has been expanded to include more female and Generation ...