nike branding strategy

Ph.D.
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Business
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The fundamental marketing activity of an organization is to convey a positive and optimistic brand image in the minds of its consumers (Park, Jawarski, Maclnnis 1986: 135-145). Currently, there is an insane proliferation of brands in the marketplace which has created a “do or…

Introduction

This report is about the marketing and branding strategies of Nike Inc., the world’s largest sportswear company, which has led the path of success with the technique of acquiring different companies and brands which all distribute through the Nike Inc group. It is undoubtedly recognized as the world’s leading innovator in athletic footwear, apparel, equipment and accessories. It was founded by two people; Bill Bowerman and Phil Knight in 1964. Their philosophy of bringing inspiration and innovation to every athlete is still inculcated in the mission and vision of Nike Inc. Since, Nike Inc. is a global company, this report primarily takes into account the marketing and branding strategies opted by Nike-United Kingdom so as to get an in-depth understanding of the strategies pursued by only Nike-U.K.
To succeed, the preliminary step for a company is to position its brand in such a way that makes its company’s brand distinctive and more valuable as compared to its competitor’s brand. To earn a competitive advantage, either a company differentiates its products; differentiation strategy or lowers the cost of its products; cost-effective strategy (Ries, Trout 1986: 34).
Nike Inc. U.K is a growth company, possessing enormous competitive advantages. It is the leader in product differentiation thereby lowering its overall portfolio risk. All the competitive advantages have aided Nike Inc. in its sustainable growth and success.
Nike has been able to develop an emotional connection with its target market in all these passed years which has turned out to be its biggest strength as compared to its competitors. It is evident from the fact; In the Best Global Brands of 2012, Inter-brand has placed Nike on 26th position and Addidas on 60th position (Campos 2013).
Nike has almost 1000 factories worldwide and more than 1 million employees which significantly overshadow its competitor’s supply chains. The company is equipped with all the ...
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