Nike Brand equity - 2888 Words

IntroductionNike Corporation was incorporated in 1968. In their thirty-four year history, Nike has primarily been in the business of designing, developing, and marketing athletic footwear, attire, equipment and accessories, Ð ° lot of companies go out on a limb when it comes to business decision or management strategies with Nike Corporation. Nike is Ð ° powerful company. Nike Corporation is a well managed company in Ð ° striking industry, the company has a strong brand image, and they are effectively capturing the value shaped from their savings. Modern superior ways to make products are significant in todays Apparel companies, both to be efficient and to be able to make hi-tech products. Nike is dependent upon high technology in their effort†¦show more content†¦The companies also have manufacturing contracts with manufacturers in countries that do not have as many requirements for conditions of work environment and others that increase costs. Also because of the proces s is labour concentrated, the manufacturing takes place where labour is cheap. Nike is trying to increase their international presence. On-line store is an important factor in the presence of Nike Corporation; the company believes it is vital to run on-line operation. (Peters 2005 3-6)Nike despite popular belief the very good thing about them is that the company is aware of their social responsibility, and donated million of cash and products to different charitable organizations. In addition to their contributions they have also developed Ð ° labour practices department, which pays close attention to Ð ° labour practice of third world countries in which it produces. Even though they are charitable organization they have not forgotten to be environmentally aware, with the introduction of Ð ° environmental concern showing consumers that they have a heart. Because of the Nike growth they are an advantageous position in the market. This can also be attributed to their market share l eadership, wide product selection, and stronger name recognition. (Peters 2005 3-6)Brand loyaltyBrand faithfulness is the major success of any company and Nike has managed faithfulness with the customers now for Ð ° long. There areShow MoreRelatedNike Brand Equity1038 Words   |  5 PagesCase 6 Nike Celess Valk MKTG 4082 10/29/12 To answer question one it’s important to not that Nike has created a very powerful image in the minds of consumers in America. Nike wanted consumers to see it as an innovative brand that produces top of the line performance gear that was associated with very powerful and important athletes (mostly males). Their profile users are represented as famous athletes such as Michael Jordan or Tiger Woods. The athletes reflected the brand personalities suchRead MoreCbbe Pyramid Essay752 Words   |  4 PagesCBBE Pyramid Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). A brand is a bundle of functional, economic and psychological benefits for the end-user (Ambler, 1995). Brand equity, as defined by Keller (1993), occurs when a brand is known and has some strong, favourable and unique associations in aRead MoreEssay on Nike Marketing Plan1729 Words   |  7 PagesAustin Wang Dr. Sean Jasso Section 22 May 24, 2012 Marketing Plan Stage 2 Nike: Executive Summary: - Bill Bowerman and Phillip Knight found the company as Blue Ribbon Sports in 1964 - Changed the name to Nike in 1978 - Nike Headquarter is located in Beaverton Oregon - Global marketer of footwear, apparel, equipment and accessory products - Offers footwear and products to sports such as tennis,golf, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activitiesRead MoreMarketing Management Debates1421 Words   |  6 PagesChapter 10 Brand extensions Good or Bad: Brand extensions are a good business growth strategy as it allows the company to organically grow revenue.    However, extensions must be carefully evaluated and chosen to ensure that the related affect is what is expected.    For example, the company needs to make sure that any extension to the brand supports those brand elements or attributes that customers associate with the brand.    Any product extensions that conflict, deteriorate or dilute the brand. BrandRead MoreWhat Is a Brand, and Why Is a Strong Brand Important?1152 Words   |  5 Pagespeople say brand, the brands that come to mind straight away would be Coca-Cola, Nike or even Versace. The dictionary defines a brand as ‘a kind or variety of something distinguished by some distinctive characteristic’. However, in marketing terms it is defined as ‘a name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers of a product or service’ (Kotler, Brown, Adam, Burton, Armstrong, 2007). A brand can be definedRead MoreNikes Brand Development Efforts Essay2197 Words   |  9 PagesIntroduction One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve andRead MoreGlobal Branding Strategy1264 Words   |  6 Pageså… ¨Ã§ Æ'å“ Ã§â€°Å'ç ­â€"ç• ¥ 1 Chapter Overview Brand definition Global, Regional, and Local Brands Brand Equity The pros and cons of global branding Global Branding Strategies 2 Defining brands BRANDS are symbols associated with a product or service that identifies legally the maker of the product. Brands are then legally protected The right needs to be registered in each country where the brand is sold for the protection to hold. As a competitive advantage, a strong brand can be a sustainable advantageRead MoreHistory of Converse3778 Words   |  16 PagesRaffles College of Design and Commerce Strategic Brand Management Born in Basketball, raised by Rock and Roll Converse – A case study Nailton Oliveira 114MDA3530 April, 2012 INTRODUCTION Branding is, in fact, in the spot these days. They are everywhere. Brands decide where economy or fashion goes. Brands gives names to new actions, make the world even more global and are synonym of power. Knowing how to create a reputation of the company with accurate strategies and acknowledgingRead MoreNote on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon3528 Words   |  15 PagesNote on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon INSEAD March 2003 Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniquesRead MoreComplete Project on Nike16139 Words   |  65 PagesA SUMMER TRAINING REPORT ON MARKETING STRATEGY OF NIKE AT â€Å"NIKESHOES INDUSTRIES LIMITED† SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) TRAINING SUPERVISOR SUBMITTED BY SESSION 2005-2008 ACKNOWLEDGEMENT The present work is an effort to throw some light on Marketing Strategy of Nike at â€Å"Nike Industries Limited†. The work would not have been possible to come to the present shape without the able guidance, supervision and help