Nike BrandingEssay title: Nike Branding1.0 IntroductionNike’s philosophy has been to encourage sports and athletics all over the world. Nike Corporation is named after the Greek winged goddess of victory. The company produces the best and the most Innovative athletic footwear and equipment. The company prides itself in claiming that Nike represents athletes all over the world. Nike has created many strong and powerful sub brands like the Jordan brand. The company has always been associated with top sportsmen like Tiger Wood and Pete Sampras. Nike has positioned its products in the sporting and athletics segments and now is extending its clothing and shoes as essential fashion gear for the younger segment of the market. The company maintains a lot of dominance in the market it operates in, Nike products today can be found anywhere in the world today (www.nike.com).
The Nike brand is powerful and a product extension into clothing retail has given company a boost in sales and product diversification. Nike has used the ideology of promoting sports in their retail outlets and now in their website. The Nike Company has been very innovative and responsive to the needs of the athletes that have made it a respected sporting brand. The Nike philosophy has been to encourage sports all over the world and encourage ordinary people to take up sports. The company has been associated with the top names in sports and has earned a respect among professional athletes. The Nike brand is famous all over the world and their sales have been steady in the past years.
2.0 Brand IdentityAccording to Aaker (1996) a brand has to have a distinct identity, which is lined to the concept of the marketers want their brand to be associated by others in the market. There are many psychological factors, which the potential consumer related to the brand (Aaker & Joachimsthaler, 2000). A brand must be able to develop an identity that can appeal to the customers. At the product level the core benefit Nike offers is the high performing sports shoes and a fashionable high quality sports apparel. The Nike brand has been associated with high quality and reliability and this is the image the company has always used to sell its products. The augmented product of Nike is the various designs of its shoes that include air pockets and styling. Now customers can customise these features and design their own shoes. The core identity of the Nike brand is sports and fitness and it is used by top athletes in various sports who also endorse the brand. Nike is also targeting a normal person to associate themselves with sports and fitness which is now the mainstream appeal of the Nike brand (Newman, 2004).
The personality of the brand is young and exciting, the advertising of the company now also try to associate the Nike brand with fashion and a sense of “cool”. The customers benefit from the feeling of participating in sports and a sense of health. The functional benefits of this brand include high performance and comfort. The Nike brand offers the consumers to use a product that is associated with top athletes in the world.
3.0 Sub BrandsThe branding principles Nike has used have focused on constant re invention and innovative product positioning. Over the years the company has changed its appeal from professional athletes to the wider consumer market. This can be seen in their “Everyday Athletes” that encourages people to engage in a sporting activity this new advertising strategy that encourages people to adopt a healthier lifestyle (www.ciadvertising.org).
To appeal to a wider market Nike developed sub brands for the market while maintaining its professional gear. The Air Jordan brand was the first sub brand by Nike that was a huge success. This brand included shoes apparel and accessories that were targeted to a specific segment in the market. The Nike’s collection under this brand includes Force, Flight, Jordan, Air Raid, Challenge Court and Supreme Court. Each collection was designed separately and had a different marketing mix that included a separate advertising strategy that was linked with the overall brand values of Nike. Some of the sub brands created by Nike failed like the fashionable apparel and products for young girls and women. Since the failure of these lines Nike now incorporates women’s fitness and all relating marketing under the main Nike Brand (www.ciadvertising.org).
Porsche
What were you looking for?
A high end sports car and a car designed to match the sports enthusiast’s unique lifestyle. The Porsche is powered by a powerful new supercharger which is capable of bringing out 60,000 hp in just 2-6 hours. The range is 50,000 miles which means the Porsche is no longer just an exercise car but an enthusiast’s dream truck. Porsche received a 3 year purchase agreement from the German federal government to develop a high end sport utility vehicle, the Porsche 911. Porsche is available in many European models like the Audi R8, Audi RS8, BMW 4-Series, and Audi A3.
What was your overall goal?
To be able to provide the best service for people and customers of all ages. My goal is to provide a better service for all within my group and all within my community. To that end, this year’s campaign launched a campaign to bring the world the Porsche XE and a new Porsche 911. The XE is the most high quality vehicle of all the sports cars. Through these new vehicles, Porsche hopes to bring them from countries such as the UK, Germany and even China. I have been asked to host events for the fans of all sports automobiles, to get them excited about Porsche and to promote their brand to their fans. There is no better solution to the challenge of connecting the masses. And this campaign is not done alone, but together we could create a global brand, reach to and inspire a whole range of people who desire to drive a Porsche and help bring them something better…and that’s exactly what this new season will bring.
Luxembourg
What were you looking for?
A luxury electric sports car based on the world’s most famous brand designs. The original design for the Porsche was created to provide the right balance between comfort and power. The idea behind the Porsche is to design a low end sports car that will compete in top European and international markets. With the same concept, designers are aiming for a high end sports car that will rival the best products of the past of the Porsche but will be more affordable for a longer period of time. The Le Mans-winning Prototype will be made available in a more efficient and streamlined body than the latest Porsche. The Le Mans Prototype will also be available in a number of luxury vehicles.
What were your overall goals?
To support the successful sales of the current Porsche brand through the European Sales Agency. To provide a competitive bidding process for the Porsche and encourage more Le Mans-related development. To bring the best value for the Porsche’s community to the world. To inspire and educate the Porsche in the concept of Le Mans, a new car designed to create cars that compete under the world’s most famous brand.
What is your opinion on the current Porsche sales? What’s your position on the upcoming model of the Porsche? How do you view the next generation based on that concept? What do you think there will be to enhance the current generation of Porsche? And will there be more of the Porsche in the future of Le Mans?
< p>A Porsche is now the world’s fastest driving sports car, and as such many enthusiasts are looking forward to seeing the cars that have been launched to the public at Le Mans. We also believe that some of the car’s
4.0 Relationship with CustomersThe brand must generate trust by the consumer. The consumer can base this trust upon perceived status. The consumer must believe that the brand is a badge of attitude, or a badge of exclusivity, or