Brand Management: Nike

Brand Management
9/19/2019
Nike

Brand Management 1
Contents
Introduction......................................................................................................................................2
Company background......................................................................................................................3
Brand development strategy............................................................................................................3
Brand strategy of Nike.................................................................................................................3
Brand identity of Nike.................................................................................................................4
Brand identity prism................................................................................................................4
Graphic design.............................................................................................................................7
Brand management......................................................................................................................7
Marketing mix.................................................................................................................................8
Product strategy...........................................................................................................................8
Price strategy...............................................................................................................................9
Place strategy.............................................................................................................................10
Promotion strategy.....................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Brand Management 2
Introduction
In the current era, every company has to follow the brand development strategy that is an
continuous process that helps the brand to growth in the competitive market. The aim of the
report is to review and evaluate the brand development strategy of the existing company. The
company that has been selected for this assignment is Nike who is performing effectively in the
market. The brand development strategy of Nike will be discussed in the report with the
justification for the brand development decisions that are made by Nike in the market. The
marketing mix evaluation has been done which shows the ways through which the brand
promote their product in the market.

Brand Management 3
Company background
Nike is recognised American Multinational Corporation which is engaged in the design,
development, manufacturing and marketing and sales in the field of apparel, accessories and
other services. The company has its headquarters near the area of Beaverton, Oregon, in the
Portland metropolitan area. Nike is considered as manufacturer and supplier of apparel and
athletic shoes in market. The mission of the company is to do everything that is possible to
expand its human potential (Nike, 2019). The company believes that they are forming the
groundbreaking innovation in sports by making the product more sustainable. This builds the
diverse and creative team across the world that is possible by forming the positive influence in
communities.
Brand development strategy
The brand management is analysis and planning on the brand that is perceived in the market by
Nike brand. It is essential for the Nike brand to form the good and effective relationship with the
target market that contributes in managing the brand. The brand development strategy involves
the brand strategy, brand identity, Graphic designs, brand management (Chaffey & Ellis-
Chadwick, 2019). The below given section include the brand development strategy along with
their justification.
Brand strategy of Nike
The brand strategy is the brand communication that remains more effective in the market as they
can form the image in the market. Nike advertisement takes the common hero story and this
turns it on their head. The company focuses on the internal foe-our laziness rather than inspiring