the years, Nike has not only augmented its technological expertise as well as marketing know-how to develop into the world’s biggest footwear and apparel business, but has also outperformed potential players like Adidas and Reebok (Keller, 2008, p.125). Being a colossal corporation it towers above every competitor in its sector with such a stupendous effect that regardless of the sport, it is likely that Nike along with its ‘swoosh’ logo will be there (Frisch, 2008, p.5). Taking into consideration Nike’s astounding track record, this report will aim at shedding light on various branding issues associated with it.
Nike’s headquarters, located in Portland, provides a snippet view of the company’s strong brand image. The World Campus of the sports and apparel powerhouse that sprawls over an area of 75 acres does not have a nameplate on its entrance. The occupants of the site can be identified by the red ‘swoosh’ – Nike’s globally renowned logo – which also appears on all the physical entities within the premises (Stonehouse, Campbell, Hamill & Purdie, 2004, p.440). However, Nike’s outstanding stature may be justified by the fact that out of a strong sense of loyalty to this company, some of the employees have tattooed a ‘swoosh’ on their bodies. It goes without saying that Nike has a robust brand image which is bolstered further due to the company’s reputation for innovation as well as unmatched quality. Constant product development, which takes place at Nike because Knight considers that the industry has 7 year brand cycles, makes the company outstanding (Stonehouse et al., 2004, p.441).
The figure appended above illustrates the value chain of Nike in terms of its production and supply chain. While the research and development (R&D) functions of the organisation are centralised, most of its production facilities are located in Europe and Asia. However, during late 1990s, dubious employment practices coupled with low wages as well as