Nike Brand Anasysis

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Memorandum| | |
| | | |
To: Morgan Fritz| | From: Baden Roth| |
Copy to: James Shoflz| | Department: Marketing Intern/Research| | Date: October 21st/2011| S | Ext: - Perry Broome - Fanshawe College| |

Memorandum| | |
| | | |
To: Morgan Fritz| | From: Baden Roth| |
Copy to: James Shoflz| | Department: Marketing Intern/Research| | Date: October 21st/2011| S | Ext: - Perry Broome - Fanshawe College| |

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Dear: Morgan Feltz,
I am an intern here at Nike HQ in Los Angeles and I have decided to write to you today a consumer brief that identifies our strong points within the Nike Brand, a strong sports brand that has expanded to high-end sports appeal reaching many demographics and psychographics as well. It is understood that psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behavior. Psychographics are psychological profiles of potential customers in a market that focus on attitudes, interests, and personal opinions or perspectives, Nike’s success is no accident. Since the late 1980s, Nike has been using psychographic and sociographic analysis of data to help transform the company from a brand of sneakers to a marquee brand that has become integral to the sports culture it targets. I will be sharing with you my thoughts on our target market as well as looking at recent print ads that keep the brand’s integrity strong.

Thank you
Baden Roth
Brand Marketing Intern

Our Consumers reach decisions in a number of ways. This depends heavily on the amount of involvement our consumers have with our product. As we are in the game of sports equipment and athletic wear our targeted consumers are looking at a number of key factors while purchasing the Nike brand for their active lifestyles. From the financial risk that they take to the social and performance risk, these become evident in each purchase. Financial Risk: Our products are that of high quality and craftsmanship and have been proven to help increase performance (Gill Friend, 2010) and that comes at a high price tag for our consumers. There are many other brands of shoes that cost less. We have to prove that we are well worth the investment for our athletes and general consumers. Social Risk: Our brand is known the world over and Ever since Nike co-founder Bill Bowerman used a waffle iron to cook up a new sole for a pair of running shoes more than 25 years ago, innovation has been Nike's bread, butter, and glory. (The SHoe Game, 2011) We have become the standard of both high performance and street fashion. Our consumers are looking for innovation and that cool factor we have created through our Just Do It ads that helped Nike be seen as a hip brand that people wanted to wear whether exercising or not. Performance Risk: Our consumers are looking for a high quality product and that is what we deliver, our product has been tested tried and proven true to what we stand for. When consumers think of Nike they think of a high-end performance product that they are able to rely on and feel they have procured exceptional value with their high involvement purchase.

Striving for Better Performance – Fitting With in The Culture Nike as a brand encompasses the idea of incorporating societal values into the landscape and can identify with commonly agreed upon consensus about a few game changing concepts that affect the brand’s appeal.

Individualism: We pride ourselves on creating a unique identity for our consumer base with our categorized lines of merchandise from Action Sports, Athletic Training, as well as the powerhouse sports Basketball, Football, Soccer and the casual categories for the lifestyle of being active and feeling good. Each of our consumers are able to have a customised approach to our brand and perceive that what they choose from our line up is right for them. It creates the ideal setup for success for...
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