nike brand audit
DESCRIPTION
Just a deck i did for my class in brand management. Comments?TRANSCRIPT
Nike’s story
Began in 1964 as Blue Ribbon Sports
Renamed Nike in 1978, after the Greek Goddess of Victory
Headquartered in Beaverton,
Oregon
Nike’s story
No. 25 Brand in the world
No. 1 in Performance Sportswear
Brand evaluated at $14.5B
Today
=Wing of statue of Nike
Nike’s story
=
Nike’s story
From this
Nike’s story
to this.
Nike’s story
Nike’s storyThe Competitive Landscape
33% 22% 8% 3%
Nike’s story
Target Consumers
Primary• Young Males, 18-35
• Independent
• Discriminating
Secondary• Males, 35-60
• Fatherly
• Indulgent
Emergent• Females, 18-35
• Rebellious
• Single-minded
Yuppie Buy-me Dad Tomboy
Nike’s story
Purchase Motivations
Primary• Young Males, 18-35
• Independent
• Discriminating
Yuppie
Image
Performance
Quality
Nike’s story
Secondary• Males, 35-60
• Fatherly
• Indulgent
Buy-me Dad
Purchase Motivations
Child Satisfaction
Nike’s story
Emergent• Females, 18-35
• Rebellious
• Single-minded
Tomboy
Purchase Motivations
Image
Performance
Quality
Nike’s story
Subsidiaries
Brand extensions
Nike’s story
Subsidiaries
• Prestigious Dress Shoe Brand
• Manufactures Other Luxury Leather Goods as Well
• Recently incorporated Nike Air-Sole Technology for better comfort
Nike’s story
Subsidiaries
• World-renowned brand for soccer apparel
• Official partner of English national football team
Nike’s story
Subsidiaries
• Immediately Recognizable Legacy Brand
• Former market leader in basketball shoes
• Currently being remodeled into a street fashion brand
Nike’s story
Subsidiaries
• Premium brand for skateboarding footwear
• Prized for its lightness and comfort, compared to competitor brands
• Also has beachwear
Nike’s story
Brand extensions
Nike+ • Line of Support Technology products for use in sports
• Developed in partnership with Apple
• Includes line of Nike-branded iPods designed for running
Nike’s story
Brand extensions
Air Jordan • Brand of performance sportswear and footwear inspired by Michael Jordan
• Jumpman logo is one of world's most recognizble
• Launched the Athlete-as-Brand concept, carried through into today
Nike’s story
Brand extensions
Nike Skateboarding • Nike's attempt to break into the skateboarder counterculture
• Colors are often quite loud and attention-grabbing
• Regularly releases limited Collector's Edition SKUs to induce completionism and compulsion to buy
Nike’s story
Brand extensions
• Nike's line of high-performance golf products, including its own line of clubs
• Not to be confused with the subbrand of Tiger Woods
Nike’s story
Brand extensions
• Brand of ice and field hockey equipment formerly owned by Nike
• Bauer was sold off in 2008
Nike’s story
Athletes-as-Brands
• Nike's marketing strategy is to create brands out of athletes, and then to have those athletes represent what Nike itself is about.
• These athletes become so recognizable, they reach "one-name status", meaning mentioning them by their first names alone will register immediate recognition.
Nike’s story
For Example
Kobe LeBron Roger Tiger Rafa
Nike’s storyand of course
Michael
Nike’s storyAs brands themselves, brand athletes
have their own logos
Nike’s storyhttp://www.youtube.com/watch?v=liHWygx8bSw - Lebron
http://www.youtube.com/watch?v=liHWygx8bSw
http://www.youtube.com/watch?v=WSqBqJALv14
http://www.youtube.com/watch?v=mulAi7cno2Y
http://m.youtube.com/index?desktop_uri=%2F&gl=PH#/home
http://www.youtube.com/watch?v=UG18vhRjGLI&feature=related
and all have their own advertising campaigns
Nike’s storyhttp://www.youtube.com/watch?v=liHWygx8bSw - Lebron
which are usually run by Nike's Agency of Record.
• Relationship with Nike since its establishment in 1982
• Named Agency of the Year by AdAge in 2010
• Corporate offices in Tokyo, New York, London, Amsterdam, Delhi, Sao Paulo
• Head office near Nike's, in Portland, Oregon
GreatnessExcellenceSuperiority
=
Nike’s story
SuperstarMost of all,
=
Nike’s story
Nike’s storyStrengths
Weaknesses
Opportunities
Threats
• Extensive visibility through brand-athletes
• Supreme confidence in branding message
• Almost limitless resources for product development
• Allegations of poor corporate social responsibility
• Strong stance of M&A by main competitor Adidas of lesser brands
• Capital-intensive marketing initiatives
• Diverse portfolio
• Occasional mistakes in athlete selection
• Constant influx of potential Nike athletes and teams provides regular brand refreshing
• Emerging brand equity with women
Nike’s storyRecommendations
• Leverage emergent women's market with more female brand-athletes
• Engage in more community-centered activities, such as fitness programs for children, to boost corporate social responsibility
• Consider purchasing smaller players in the market to reduce playing field