Nike's logo has encompassed a brand that reflects aspects many people strive for in their lives: dominance, authenticity, innovation, winning, and performance.
In Greek mythology, Nike is the Winged Goddess of Victory. The logo is derived from goddess' wing,'swoosh', which symbolises the sound of speed, movement, power and motivation.
So here's the thing – Nike does NOT sell shoes. As part of its strategy, Nike sells the consumer an idea of overcoming odds, mainly athletic. The goal is to run to stay healthy. To run one needs comfortable shoes.
Nike is a champion brand builder. Its advertising slogans—“Bo Knows,” “Just Do It,” “There Is No Finish Line”—have moved beyond advertising into popular expression. Its athletic footwear and clothing have become a piece of Americana. Its brand name is as well-known around the world as IBM and Coke.
Brand Essence examples
Nike's Brand Essence is “innovation and inspiration.” Southwest Airlines' is “freedom.” “Belonging” is Airbnb's and Facebook recently changed its to “the social infrastructure for community.”
By offering more products to more people, in more markets than any other sports company, they are able to capture a far greater market share of the market than any other company. Like most leaders in the market, Nike values the consumer and the importance of providing a quality product.
Nike has successfully created a strong brand by fulfilling the pillars of brand equity, which include: brand loyalty, brand awareness, brand associations and perceived quality. Strategic marketing messages, combined with quality products have allowed for Nike to excel in each dimension of brand equity.
The Marketing Concept is preoccupied with the idea of satisfying the needs of the customer by means of the product as a solution to the customer's problem (needs). The Marketing Concept represents the major change in today's company orientation that provides the foundation to achieve competitive advantage.
One reason Nike continues to hold the top spot is that it continues to innovate its product lines, most significantly the controversial Nike Vaporflys, a shoe that has dominated the international athletics arena in recent years, with athletes wearing them claiming 31 of the 36 podium positions in the six world marathon ...
Every brand needs what marketer's call “noticing power.” Nike is successful because they have their iconic catchphrase and celebrity endorsements. This power has the ability to grab people's attention, make the product stand out, and rise above the competition.
Whether you view it as an inspirational rallying cry or a bullying command, the slogan 'Just Do It' is hard to avoid in modern life. Accompanied by the familiar Nike swoosh, it appears on bags, T-shirts and billboards all over the world.
Nike's iconic "Just Do It" slogan was inspired by the final words of a notorious killer in 1970s Utah. Facing down a firing squad in his last moments, double-murderer Gary Gilmore said: "Let's do it."
Design and color
Nike co-founder Phil Knight was adamant that his company's new logo be a simple design that is fluid and conveys motion and speed. The logo is also said to symbolize the wing of the Greek goddess of victory, Nike.
Establishing a following of people who share the same interests creates an emotional bond between Nike's consumers and the brand. This secures loyalty as Nike will be front-of-mind when consumers need sporting goods. Build your own brand community by engaging with customers in the spaces they socialize in.
However, Nike has got an edge over its competitors owing to several factors. Unique designs, great product quality, product and process innovation, and marketing have helped it achieve a strong competitive edge.
Examples include businesses that give to charities, change production methods to meet environmental standards, or improve nutrition in products. This concept may cost more in the beginning, but often increases customer loyalty, satisfaction, and sales.
A product concept is a description of a product or service, at an early stage in the product lifecycle. It is generated before any detailed design work is undertaken and takes into consideration market analysis, customer experience, product features, product cost, strategic fit, and product architecture.
Nike has created superior marketing by utilizing celebrity endorsers, such as Michael Jordan, to represent their brand. The idea is that embedding a celebrity image into the consumer's mind will cause the consumer to associate the endorser with Nike's products. This makes the brand more desirable and valuable.
Nike, Inc., formerly (1964–78) Blue Ribbon Sports, American sportswear company headquartered in Beaverton, Oregon. It was founded in 1964 as Blue Ribbon Sports by Bill Bowerman, a track-and-field coach at the University of Oregon, and his former student Phil Knight.
Nike offers four primary value propositions: accessibility, innovation, customization, and brand/status. The company creates accessibility by offering a wide variety of options. It has acquired numerous footwear and apparel firms since its founding, including Converse and Hurley International.
As many youngsters are on social media, Nike also promotes its products through social media by connecting with millions of people and interacting with them through Instagram, Twitter, Facebook, and Youtube. Nike's ” Just Do It ” campaign launched in 1988 which motivates all the people to do their job efficiently.
Our team shares a singular goal: to make all athletes better. Whether it's through one of our Run Clubs, apps, or Nike stores, our experts guide millions of people on their personal sport journeys. Creativity fuels our culture. With our open and global mindset, we're constantly curious about the world.
Nike's organizational culture is centered on creativity and innovation to provide products that suit current consumer preferences. The company is known for cutting-edge sports shoes, apparel and equipment. The following main characteristics of Nike's corporate culture sustain business and market competence: Talented.