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.
The change in trend and personality of Nike is spotted well. good work Sadnan
ReplyDeleteI think Nike's previous brand image was better, they should;nt have changed it
ReplyDeleteThe incidents faced by the celebrity athletes indeed has shoved Nike to change its positioning, yet a change for the greater good of the company and the people. Inspiring people is not an easy task, which Nike is clearly doing very easily and it is commendable. A brief post does provide me with vast insights
ReplyDeleteactually it helped them to capture the nonathletic people
ReplyDeletea good insight on nike's brand image. but what i felt was that nike should stay by their celebrities for their actions. i think this would improve their image rather than harm it. all in all good work sadnan.
ReplyDeleteI think Nike have taken a good step by changing their old brand image by“Find Your Greatness Campaign”;I think it will help Nike to create a better and unique brand image than before.
ReplyDeleteNike may have gone through some turmoil because of it's celebrity endorser's getting into trouble. This shift may result in positive change in consumer mind. However there's always a chance it might backfire as consumers' are used to of seeing nike in a specific way.
ReplyDeleteNice article, Sadnan. Learned quite a bit from this. Keep writing, man! Would love to see more from you.
ReplyDeleteNyc job man.......
ReplyDeleteit'z really standard thinking about Nike brand .....
(y) carry on
Good Article bro. The difference in current and previous marketing ploy is truly understandable from this article. Nike has certainly got more closer to its consumer as they can relate themselves more to the products... :)
ReplyDeleteThe world perceived differently by every generation and it is very important to remain coherent with them. Considering Nike, their "Inspiration" theory as a brand image adjusts well both with today's youth as well as the older generations of people because getting inspired is the key for motivation which depletes a strong sense of positivity to the world. Good job bro.
ReplyDeleteNike should be more careful who they choose as their endorsers...job well done Sadnan
ReplyDeleteThe brand is closely related with the consumer made it a successful brand.
ReplyDelete"Find Your Greatness" campaign, according to me, is a very good campaign since it not only focuses on the champion athletes but the regular athletes as well.
ReplyDeleteThis brand understands the consumer's psychology very smartly and design their product line as people wants. That's why they have the maximum market share in the global sports wear market.
ReplyDeleteVery insightful analysis of the tactics utilized by Nike to entice consumers. Interesting to see the tactics condensed into the 3, this serves as an intriguing perspective from your part. Keep up the good work!
ReplyDeleteNike means "Inspiration", very good positioning. and job well done sadnan
ReplyDeleteGood value proposition along with branding strategies. Find your Greatness campaign is really exceptional.
ReplyDeleteNike is doing well because of its high performance and innovative aggressive brand association.
ReplyDeleteGood positioning made the brand successful & made it able to relate with more people.
ReplyDeleteEffective positioning strategy also created strong association with the brand.
ReplyDeletewell written and effective positioning strategy to follow..
ReplyDelete