Nike Brand Analysis

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Brand Analysis Assignment

1. What is the positioning strategy of the brand ¡V that is, how is it different from other brands in the market? How is it communicated through promotional materials? Nike is a brand that usually signs top athletes of every sport from across the world to lucrative deals so that the athletes can wear and represent Nike to its fullest. Nike, unlike its competitors, wants to be seen more as a symbol of strength, dedication, hard work, sweat, perseverance and the desire to succeed. Superb athletes and role models have extreme power over teenagers and often influence them into purchasing products not otherwise thought of. Nike has been able to sign numerous top notch athletes while other companies just simply can¡¦t or haven¡¦t been able to. Instead of just selling products like its competitors Nike is selling a feeling; an emotion. Communication about Nike¡¦s variety of products is developed using all methods of promotion including word of mouth. Nike is different in that it communicates its position through promotional material using motivation, connections between the viewer with the person in the ad, inspirational stories (sometimes nonverbal) and very often through a famous spokesperson or endorser.

2. What is the image that the brand attempts to communicate to customers? Is it successful? Why or why not? Nike¡¦s image is that of power, dedication, hard work, and the desire to succeed. Nike has been able to become a symbol of this simply by the displaying the spokesperson or endorsers doing what they do best. Nike not only always has its athletes wearing all top Nike gear but also has them sweating, working hard, or reflecting on past events. Nikes customers are attracted to the footwear or apparel shown in the ads because they often are made to point out the changes and improvements needed to improve one¡¦s game. Nike products are being purchased by all types of consumers especially by young people who admire and...
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