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Nike Brand Elements Checklist

In: Business and Management

Submitted By wak3m3up
Words 2236
Pages 9
Brand Advertising
• Do the ads break through the marketplace clutter?
• Do they powerfully communicate the brand's promise and personality?
• Do they include the "reason's why" (differentiating benefit proof points)?
• Do they connect with the target consumer on an emotional level?
• Do they tap into the consumer's beliefs, values, aspirations, hopes and fears?
• Do they include components that are "ownable"?

Nike’s strategy was to create dominant presence in media. Nike created media presence in several trend setting United State cities. TV ads linking Nike to a city were used, but real drivers were huge oversized billboards and murals on building that blanketed cities with messages featuring key Nike-sponsored athletes, not products/. The company focus its marketing on celebrity endorsement, i.e basketball, golf, soccer, and tennis. Lately Nike has also began to sponsor big sporting events so as to create huge awareness and brand following. In 2008, Nike spent significant amount on advertising in the Beijing 2008 Olympics and the Football Championship. After the recent Tiger Woods scandal Nike plans on revisiting it celebrity endorsement strategy. It can be noted that the “swoosh” logo is one of the most famous in the world due to these huge advertising efforts.

Nike’s brand images, including the Nike name and the trademark Swoosh, are considered to represent one of the most recognizable brands in the world. This brand power translates into bottom-line revenues. The Nike name and associated trademarks have appeared everywhere from players' shirts, pants, and hats to stadium banners and walls. Aggressive advertising campaigns, celebrity endorsements, and quality products enhance the brand. Nike demonstrated an example of Nike’s brand presence at the 1999 NCAA Basketball tournament when 42 of the 64 teams participating wore shoes provided. Nike's most...

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