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Consumer Behaviour - NIKE - Essay Example

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Consumer Behaviour - NIKE

Also, in the year 2008, the company presented the Air Jordan XX3 which was identified to be a high-performance basketball shoes created with the environment in mind (Kapferer, 2012). Some of the Nike Companies’ newest shoes contain Lunarlite and Flywire foams to lessen weight. In addition, Nike Company is well recognized and popular in young adult and hip hop philosophy for their delivering of city fashion clothing (Kumar, 2009). However, The Company being well recognized for its performance, the question is “What constitutes the capability of the Company to capture its targeted consumers?” There is a bundle of attributes presented by the Nike Company for their targeted consumer consideration. Some of this attribute are discussed in the following paragraphs in detail. First, is the logo “swoosh” which is the company’s signature or trademark. With or without the name Nike underneath the logo, the general consumers can perceive the logo and visualize Nike. Regardless to a check of excellence, the flowing nature of the logo has played a vital role to the marketing of the brand. The role of visual rhetoric is to influence the company’s targeted consumers visually. ...
The logo visually ties into the early gods of sports, elaborating its achievement as a successful, recognizable, and uncomplicated trademark. Second, attribute is the slogan “Just Do It” which is the tag-line allied with the Nike logo. Together, the tag-line and the logo feature the importance of Nike’s brand objectives and ideals; victory and athleticism. The design of both logo and the slogan has emerged into a motto and the way of life for Nike’s consumers (Palmer, 2009). The Nike slogan and the logo serve to identify consumers as icons for action and excellence. When the consumers read the word “Just Do It”, the word is defining content; however, they do not reflect it visually. The slogan provides distinction and identification. The word “Just Do It” is distinct in its content. It means do not talk about it, do not ask, do not regret it, do not think, but just do it (Hawkins, 2013). These appeals to the desire to be independent, free, incapacitating all barriers and physical and social obstacles and limitations and consumers can understand how this appeals to the athlete. Third, is the use of print advertisements such as real women. This has been the most effective Nike’s feature in marketing their products. The advertisements not only function as a marketing tool, but also at their core, they serve a rhetoric purpose, to convince the targeted consumers. For instance, the Nike Company personifies this role when they use “real women” commercials. These advertisements postulate what seems to be real women and highpoint a particular part of their physique (Keller, & Ape?ria, 2012). In other words, these means that to be an ...Show more


Features Illustrated by Nike Company for the Targeted Consumers Instructor name: and number: Date submitted: Nike Company produces a wide variety of sports items. They make, shoes, shorts, jerseys, base layers etc. The company generates these products for sports like football/soccer, track and field, hockey, baseball, lacrosse, cricket, ice hockey, basketball, and tennis…
Author : rabernathy
Consumer Behaviour - NIKE essay example
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