Techniques Used by Nike for Branding

This article critically evaluates the techniques used by Nike to leverage and extend its brand. It discusses the use of digital advertising, targeting emotions, and phone ads.

Brand Management (Online Exam)

Contents
MAIN BODY.............................................................................................................................................3
REFERENCES..........................................................................................................................................5

MAIN BODY
Question: Critically evaluate various techniques used by Nike to leverage and extend its
brand.
By concept, branding is marketing method wherein a business creates unique name, logo
or design that can quickly be recognized as relating to the business. This allows to describe a
commodity and to differentiate them from other brands and services. Branding is critical as this
is not just what gives consumers memorable experience, but it also enables clients or customers
to recognize what to expecting from company. It is way to separate yourself from rivals and
explain what the best option is for the deal. The brand is designed to be true representation of
what company is and how it want to be viewed as brand.
In the context of success of companies, branding is one of the aspect which make them
popular among their competitors. In the context of Nike, this can be inferred that they have an
effective brand image in the aspect of competitive market (Hunt, 2019). Below some techniques
are used which are used by Nike for branding:
Digital advertising- This is the perception of Nike that branding or marketing by help of digital
platform can earn more fame and name. They use this aspect for branding of their products. They
mainly use platform like mobile ads, desktop videos and many more. Nike invested around $14.8
million on digital marketing to sharpen their branding (About branding strategy used by Nike,
2020). This shows that how larger amount of investment has been done by Nike company in
order to make process of branding digital.
Target feelings of viewers- In order to attract more number of customers the key is to focus on
their emotions and beliefs. Nike company is more concentrate on artificial intelligence which
helps them to assessing the emotional aspect of people around the world. This data helps in order
to create branding strategy as per different regions and aspects. Basically, Nike uses platform
like Serena Williams, LSU Tigers for assessing the emotional aspect of people. In each nation,
there is different sort of culture and feelings of pubic like in India people prefer to buy shoes on
festival season or on any occasion. So Nike uses this approach and apply an effective way to do
advertisement which make their brand more valuable among customers.

Phone Ads- The usage of mobile phones has been increased during time period of 1995 to 1997
and Nike used the strategy to do advertising by help of phone ads. There were photographs of the
items made by Nike and a contact information given below in the print ads. One might call the
phone, and the details about the commodity will be given by a star sportsman. In the Nike ad
campaigns, there was a revolt. Though, it is important to know that this advertising strategy is
not only used in past but also in current era this is used in different countries.
So these are the strategies which are used by Nike in order to make their branding more effective
and to extend in competitive environment. The reason behind success of Nike for branding is that
these strategies are unique in nature and outcome is productive.

REFERENCES
Online:
About branding strategy used by Nike, 2020 [online] available through:<
https://www.marketing91.com/nike-advertising/>
Hunt, S.D., 2019. The ethics of branding, customer-brand relationships, brand-equity strategy,
and branding as a societal institution. Journal of Business Research, 95, pp.408-416.