Nike: Building a Global Brand
Ahmed Coucha 800090353 6/29/2011
Dr. Ibrahim Hegazy
How would you characterize Nike’s brand image and sources of brand equity in the U.S? Nike’s Brand image in the US:
Brand image is the impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). It is set of feelings, emotions and experiences that are linked to the brand. While brand personality is the image the company wants to convey through the different brand architecture (logo, name, Marketing mix, and communicated messages) and they have control over, the brand image is the subjective mental picture of the brand. It is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. Because it is a subjective perceived position, brand image can deviate from the brand identity due to different perceptions, unexpected events, and different interpretation of communicated messages. The ultimate goal of any company is to lessen the gap between the perceived and the required brand image through actively getting feedback from the market and responding to any trends. Nike brand image that the company initially was building is a pure American icon, high performance, innovative aggressive brand, associated with high notch athletes, achievers and winners; mainly serious males. Nike is perceived as a high performance brand, since their inception Nike considered performance as top priority, they designed shoes that are durable, lightweight for runners. They used leather in their fabrics because it is more durable than garment yet less fashionable. From the early day, Nike has learnt the consumers’ need by listening to the need of athletes, sharing their true passion for running. They designed their shoes to give athletes the best performance. In doing so, Nike has created a reputation as a provider of high quality running shoes designed especially for athlete. The innovative product strategy they adopted emphasized their innovative image in the minds of consumers. They introduced a lot of innovative products in the sport market starting from the Marathon shoe debuted in 1965, moving on to the innovative new cushioning technology that was used with running shoes for the first time in the 70’s, followed by the introduction of the “Air” technology in basketball shoes in 1988, and lately the alpha line high tech products.
They used brand associated with achievers through getting the endorsement of high notch athletes in the US. Actually this was the cornerstone step in building their brand image in the US. They conveyed through these association Nike as a masculine, serious, high performance, winning brand linked with professional level of competition. They played on making Nike a pure American Icon that portrays the American spirit of competition, superiority and even Arrogance. Nike’s image was totally different from other US local competitors like Rebook who personified their brand as fun, soft, fashionable brand through associating with non competition sports like the aerobics that is famous among females more than males. The sources of Nike brand equity in US arises from the Aaker model form the following:
First of all Nike has a well established and strong brand identity with a well recognized and distinguished brand name and brand log , the swoosh, which facilitate the differentiation of its products from competitors. The brand name is simple and easily memorized by customers. 97% global awareness and recognition for Nike brand and logo contribute substantially to the brand image and brand equity. The core of building the brand equity for Nike brand equity is brand association. Nike is associating its brand with famous athletic celebrities that have similar personality as the brand; they are achievers, winners, determinant, and accomplishment oriented,...