Brand
image is the impression in the consumers' mind of a brand's total personality.
We as consumers, all know how well Nike is, as a brand. Nike is perceived as a
high performance, innovative aggressive brand associated with top notch
athletes.
But
what is it that has made Nike a stand out over the years? Nike created a strong
brand equity by having a strong brand association, brand awareness, high
perceived quality, brand credibility and good customer relationship.
But,
Nike had three big marketing arsenal that really gave the brand an edge.
*
The Nike swoosh logo which has become ever so popular
*
They focus on athletic celebrities that have similar personality as the brand, and
*
Creation of ads that become news stories so that the news media ends up
promoting the ad messages for free and create a vital leverage for Nike brand.
However, all is not rosy in Nikeland
there are thorns too, their "athletic celebrities" came under fire
due to their off the track incidents. And, as an approach to damage control
Nike maintained distances with athletes such as Pistorius and Armstrong for
their actions.
Despite all this, Nike may still
ploy the "celebrity athletes" since it has been successful so far.
Apart from all these, slowly but
steadily Nike is changing their brand image to inspiration other than
anything else(will for victory,excitement attitude,etc). Originally, Nike's mission statement is to bring inspiration and
innovation to every athlete ( if you have a body, you are an athlete) in the
world, which is to some extent explained by their tagline "Just Do
It".
However, the interesting fact is
that why would Nike in the first place try to change their brand image? Several aspects could be
deduced, which includes that youth today are very much success oriented, they
are very driven and focused and thus they need inspiration. Another reason
could be that, Nike want to hold its existing customer with their brand association
towards inspiration.
Lastly the highlight, could be that
inspiration as their brand image would stir the consumer mind as it would
motivate them, and thus in 2012 Nike launched its “Find Your Greatness Campaign” which says that “It is not just
the championship athlete or record breaker that aspires to push their limits.
It is also the everyday athlete who strives to excel on their own terms, to set
and realize personal goals and achieve their own defining moment of greatness.
A powerful message to inspire anyone who wants to achieve their own moment of
greatness. Giving the brand a whole new different image from what it used to be.
