Brand Identity

Firms undertake a situational analysis and planning process to identify and justify appropriate marketing opportunities for growth. This report provides an introduction to Nike with a background to the Company, its history and its product.

Nike’s main strategy revolves around product branding. Their brand compromises of a swoosh logo which is accompanied by a message of “just do it”. The logo was imprinted on all of their products with the message developed to express the individuality of their target group. The branding was further promoted by Nike’s relentless approach on the quality of their product as demonstrated when considering overseas business opportunities, quality must not be compromised in order to do so. This ensures consumer satisfaction and loyalty towards Nike.

Nike which started out as Blue Ribbon Sports is today world’s largest supplier of athletic shoes and apparels as well as manufacturer of sports goods. So, what makes Nike successful than others. “Nike raced ahead of the pack by exploiting its brand power to move from sports footwear into athletics clothing, turning itself into a symbol of fitness and well-being. It then went several steps further, positioning itself as an athletic lifestyle company which, by using celebrities such as the basketball star Michael Jordan and the golfer Tiger Woods to endorse its goods, enabled customers to identify with the lives of their sporting heroes. Today, the company offers innovative and stylish products, backed by marketing that combines traditional advertising with imaginative schemes to build basketball courts in inner cities and donate free Nike gear to high schools” (Larson, 2011, pp.4).

In this paper, I will define strategy and show Nike 's forms of strategy and how their techniques have brought themselves to the top.

Starting from making running shoes, Nike had branched out rapidly into an assortment of other sports as well as leisure markets. The firm appealed to the market on the basis of quality, technical innovation, and high performance, all of which attracted the serious athletes. This

This report will discuss in detail, the athletic footwear industry, and all aspects of its operations. It will focus on Nike, the industry’s leader, and a selected few of its competitors; Adidas-Salomon and Reebok, Sketchers, and K-Swiss. A brief overview of Nike and its competitor’s company profiles, brand portfolios, and current developments will provide an understanding that leads to an analysis of the external environment. This analysis further discusses the geographic distribution, general environment, industry environment using Porter’s Analysis, Nike’s competitor analysis, its dominant economic characteristics, driving forces, and key success factors. This report will then discuss the

Diversifying products (into sports wears and others) was a smart move that had contributed to the current and growing success of Nike.

iconic swoosh, helped define the brand in the coming years. By 1990 Nike was the leader in sports

Currently the company has a profitable income and it seems to be able to go on without any fallbacks for the next few decades, but still the previous year has been a poor at they have dropped almost one third of what they have achieved the year before (Cheng, 2014). In the key U.S. business sector Adidas’s share in the key basketball, running and casual athletic sneaker categories have all declined or stayed level so far this year while Nike has picked up offers. But this year adidas seems to be doing pretty

It’s in this expansion that we start to see the effect of Globalization come to play and issues that affected the good performance of Nike, though some of the factors seem to be under the control of

Each awesome story has a starting. This one began in a residential area in Bavaria, Germany. After initial phases in his mom 's wash kitchen, Adi Dassler enlisted the "Gebrüder Dassler Schuhfabrik" in 1924 and set out on his central goal to furnish competitors with the most ideal gear. Gold awards in Amsterdam (1928, Lina Radke) and Berlin (1936, Jesse Owens) were first compensates and turning points – and just the begin of our story. On August 18, 1949, Adi Dassler started by and by at 49 years of age, enrolled the "Adi Dassler Adidas Sportschuhfabrik" and set to work with 47 agents in the neighborhood of Herzogenaurach. Around the same time, he enrolled a shoe that consolidated the enlistment of the soon-to-wind up praised Adidas

Nike began as Phil Knight’s semester-long project to develop a small business, which included a marketing plan. This project was part of Phil Knight’s MBA course at Stanford University in the early 1960s. Phil Knight had been a runner at the University of Oregon in the late 1950s. His idea for his project was to develop high quality running shoes. He thought that high quality/low cost products could be produced in Japan and then shipped to the United States to be sold at a profit. His professor thought that Knight’s idea was interesting, but not much more than a project.

Adidas Group, as one of the world’s retail leaders in sportswear, has as primary target the sports participants, including high performance athletes, as well as non-athletes who are inspired by those at the highest level of their sport, and those that really love sports as part of their lives.

for the company is nowadays towards teams, global sports events and sport associations (Dogiamis & Vijayashanker, 2009). Adidas can this way connect itself with emotional events in sport; they sponsor the European football championship, the soccer World Cup and the Olympics. They also sponsor national and local teams around the globe (Dogiamis & Vijayashanker, 2009). Adidas has changed their image from just targeting elite athletes and is now more about participation. (Aaker & Joachimsthaler, 2000)

Lastly, for the sports-elite Adidas opened Adidas Sports Style . Adidas defined the last one as the “Future of sportswear, which includes the labels Y-3 , Porsche Design, Adidas SLVR and Adidas NEO. Their positioning statement was “Style your life” . The overall marketing statement that ties these three product categories is “Adidas is in all”. They made these product lines for the general public, but the main focus was on supplying the sports wear of the major sports , focusing on football, tennis, basketball, cricket and athletics and rugby.