Brand Analysis

Running head: BRAND ANALYSIS
BRAND ANALYSIS
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1BRAND ANALYSIS
Introduction
Nike is a company that has pioneered in the production of sport shoes. However, it is
not production which has made the company a worldwide name in the industry. Several other
factors, such as quality, customer relations and strategic positioning has also helped Nike in
the venture to become one of the best companies in the industry. The purpose of this essay is
to analyse the brand on the basis of the six building blocks of brand resonance model, and
also on the basis of brand elements. The discussion in this report will include an analysis of
Nike on the basis of the brand resonance model, the brand elements, and assessing those
elements against the six criteria for choosing brand elements.
Analysing on brand resonance model
The brand resonance model has six building blocks for a brand, which determine how
much a brand resonates with the customers. These six blocks are salience, performance,
imagery, judgements, feelings and resonance.
Salience refers to how prominently customers are informed about the product of a
brand, under various purchasing situations. Nike has always focused on marketing itself as a
brand that sells class. Nike products are in fact highly synonymous with class, comfort and
luxury, considering the quality and price with which the brand sells its products in the
market. It is easy for a consumer to remember these words while purchasing a Nike product,
since their marketing efforts have been unique and prominent over the years.
Performance refers to how well a brand satisfies the needs of a customer. It is no
mystery that Nike offers the best quality products, produced with the best quality materials, to
ensure comfort to its customers. Nike has a high customer satisfaction rate in the market,
which is higher than most of its competitors, like Adidas and Puma.

2BRAND ANALYSIS
Imagery refers to how a customer can associate his or her views feelings with the
products of a brand, based on his or her social needs. Here, social needs is the keyword for
assessing the criteria. Nike, as mentioned earlier, sells class alongside its products. It is a
luxury brand which not only provides quality, but also status to its customers. This is because
the brand offers the best to stay competitive in the market and maintain its brand image.
Hence, a customer’s social needs is best served by the brand’s deliverables, with class, status,
as well as comfort and quality.
Judgements refer to what a customer decides to do regarding purchasing the product,
based on the imagery and performance of the brand’s products. Since both of the blocks
secure a high grade for Nike, it automatically is indicative of the fact that if a customer has
the affordability, he or she will surely be deciding for purchasing the product, to suit his or
her needs, and for the social status which the products of the brand provide.
Feelings refers to how a customer is emotionally attached to the products of a brand,
or how he or she feels about it (Keller 2001). This should be an easy one to answer,
considering the analysis done so far in this context. However, a recent event, when Nike
featured Kaepernick (who once disrespected the American anthem as a protest) in one of its
ads, it divided the country’s feelings towards the brand in two halves; one which supported
Nike and the other one which did not support the act (Kress et al. 2019). However, it is
important to note that the phenomenon was short lived, but some people still hold a negative
feeling towards the brand because of the ad campaign. However, if solely products of the
brand are to be considered, customers do hold positive feelings about the brand because of
the quality and class it maintains in the market.
Resonance refers to the psychological connections which a customer has created with
the brand. Nike has one of the highest bases for customer loyalty. Most customers who opt