Branding Strategy- Nike Inc.U.K - Essay Example

Extract of sample
Branding Strategy- Nike Inc.U.K

The positioning strategy of Nike is; to bring inspiration and innovation to every athlete in the world. This is supplemented by Nike's definition of an athlete as anyone who has a body. Nike’s brand is perceived as a high performance brand in the world. Since its inception, Nike has always listened to its customer’s needs (athletes) and designs its products in such a way that athletes can give their best. Nike has tried to create an image of “innovative product” in the minds of its consumers and earned the reputation of highest quality provider in the sportswear industry of U.K. From the simple Marathon shoes in 1964, to introducing the cushioning technology in running shoes in 70s, to the introduction of air technology and high alpha line products are all the marvelous innovations of Nike. Nike has made its brand image in the market place by associating its product with high achievers of sports in the European Market. Nike has signed Golf player Tiger Woods, Tennis player Rafael Nadal, European Soccer Players Eric Cantona and Robert Mandeni, Football Player Michael Jordan in the past. All these players endorsed Nike brand and Nike emerged as a high quality, celebrity preferred brand in the marketplace. Further, in 2006, Nike collaborated with Apple which indeed was a clever step to take Nike to the heights of Glory. ...
Download paper

Summary

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. …
Author : bridieokuneva
Download 2

Related Essays

The impact of Nike on the international markets in comparison to the local markets
The firm that is analyzed in the paper is Nike, Inc. as a firm that deals with design, improvement and marketing of different shoe types. Nike is regarded as the best seller in athletic shoes as well as athletic attire around the world. The company vends its commodities to retailers via its own retailer stores, internet marketing as well as through autonomous distributors and other licensed individuals and groups. The company vends approximately 18,000 retail records in the US through its retailers and distributors. The shoes that the firm deals in are specifically for athletic purposes. In...
5 pages (1255 words) Essay
Branding strategy
Apple is currently the most reputed and valued technological brand in the world according to Kim. Moreover, in market capitalization, Apple has already surpassed even Microsoft and currently ranked second in the world just behind Exxon Mobile (Kim 2010). Apple products are selling rapidly all over the world because of the huge brand value of Apple Company. Brand images construct some symbols in the minds of the customers which help the product manufactures to market their product more efficiently. For example, iphone, the touch screen phone from Apple has revolutionized the mobile...
3 pages (753 words) Essay
Nike: Business Strategy Research Paper
The first market segment was in the United States of America, specifically in Oregon (Smith, 2012). Having operated in different names such as NIKEY and other names, before the 70s, the company first acquired its first design in the year 1971 at a cost of only $35.and acquired incorporation as Nike Inc. in the year 1978. at around this time, the company grows in terms of company infrastructure and its headquarters was opened in Beaverton, Oregon. The company later expands to other markets outside the U.S to regions such as Asia, where numerous manufacturing plants were opened. This expansion...
12 pages (3012 words) Research Paper
Case study analysis Nike sweatshops and business ehtics
The sells a number of their products per year but the company lacks a production unit and thus contracts other companies to manufacture for them all around the world. It is estimated that over 900,000 million people are employed in these different companies around the world to produce Nike based products alone. A large number of these companies are based in Asian countries like Philippines, Taiwan, Vietnam, Thailand, Pakistan and Indonesia where critics have accused Nike to offer poor working condition for the workers as opposed to the United States’ labor laws. The company has been accused...
14 pages (3514 words) Case Study
NIKE critically assess their international fashion retail growth strategy.
It achieved total revenue of US$24.128 billion and net income of US$2.223 billion by the end of 2012. In spite of renowned brand image, vision of the company under consideration is to enhance and accelerate the supremacy of their portfolio in the market among others. Side by side, the organization of Nike Inc also desires to attain sustainable long term growth in its entire global portfolio of brands and product lines. Moreover, the prime cornerstone of the growth strategy taken by Nike Inc is innovation. It is through innovative products Nike Inc desires to achieve revenue of more than $23...
4 pages (1004 words) Assignment
NIKE critically assess their international fashion retail growth strategy.
Side by side, the organization of Nike Inc also desires to attain sustainable long term growth in its entire global portfolio of brands and product lines....
4 pages (1004 words) Assignment
Case Study #4: Nike
Nike has done extremely well in emerging countries like China. The Apparel sales in China alone resulted in revenue of $2 billion in 2011. Nike intends to double its sales in China in the next few years (Schachtel)....
2 pages (502 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!