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Q1. How would you characterize Nike’s brand image and sources of brand equity in the United State?

Nike has been successful in building a brand image with product features as follows:

From the early day, Nike has learnt the consumers’ need by listening to the need of athletes, sharing their true passion for running. In doing so, Nike has created a reputation as a provider of high quality running shoes designed especially for athlete. Also, high-tech image has always been associated with Nike products

The Nike brands always associate with innovation. For example, in 1987, Nike developed an innovative new cushioning technology that was use with running shoes. In 1988, Nike introduced “Air” technology and it fast created a big advantage over its competitors. Today, innovation always associate with Nike products and it is still strength of Nike.

Product name associates with athlete name:
Air Jordan is a good example for this concept. Nike has been successful in creating relevance among product name, athlete name, the brand, and “Air” technology.

Global Brand with memorable logo
97% Awareness and recognition for Nike brand and logo contribute substantially to the brand image and brand equity.

Good effort in aerobics and fashion segment
In order to compete with Reebok in the US market, Nike had adjusted its marketing strategy toward female group who have tendency of fashion-conscious in aerobic market in the 1980s.

Effective campaigns: The “Revolution in Motion” and “Just Do It” The Revolution campaign was a powerful brand statement and a massive handshake from Nike to the customers. The campaign successfully communicates to a wide range of people about product technology, Nike’s soul and a deep.

“Just Do It” in 1998, with $20 million month-long blitz, did a good job in urging Americans to participate more active in sport  create demand for Nike cross-training shoes that targets to athletes who played more...
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