Brand Management of Nike

RUNNING HEAD: Brand Management 0
Nike
Brand Management

Brand Management 1
Executive summary
Nike is an international brand of US. The company believe sin sports innovation by making
products more sustainable. Its competency lies in its high performance products. This report
is divided into three segments, brand inventory, brand exploratory and brand leverage
strategy. The brand inventory includes the portfolio, positioning, mantra, elements, SWOT
analysis and strategic marketing elements. The brand exploratory comprises the consumer
consciousness, brand associations, competitive activities, consumer brand interactions and
recommended expansions in the brand equity. Finally the recommendations are also given for
the brand leverage strategy.
From the report it can be concluded that brand inventory and brand exploratory are enough to
analyse Nike as a brand. Further Nike can make use of brand leverage strategy to manage
brand in a better way.

Brand Management 2
Contents
Executive summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Brand inventory.....................................................................................................................................3
Brand portfolio..................................................................................................................................3
Brand positioning..............................................................................................................................4
Brand mantra.....................................................................................................................................4
Brand elements..................................................................................................................................5
SWOT analysis..................................................................................................................................5
Strategic marketing elements.............................................................................................................7
Brand exploratory..................................................................................................................................7
Consumer awareness.........................................................................................................................7
Brand associations.............................................................................................................................8
Competitive Actions..........................................................................................................................8
Consumer brand relationships...........................................................................................................9
Recommended improvements in brand equity...................................................................................9
Brand leverage strategy.......................................................................................................................10
References...........................................................................................................................................11

Brand Management 3
Introduction
Nike is an American multinational corporation involved in the design, advancement and
manufacturing of footwear, sportswear, clothing, equipment, accessories and more. The
company is having headquartered at Oregon, United States. The company is registered in
NYSE. The mission of the company y is to do anything to expand human capital. Nike
believes in doubling its business by reducing the impact on the environment just to half. It
accelerates sustainable innovation. Nike guides its marketing efforts with authentic athletic
performance. The company has successfully expanded its brand from running shoes to all the
things linked with athletics.
Brand inventory
Brand portfolio
Nike offers products under nine categories, Running, Nike basketball, Football, the Jordan
brand, Men’s training, Women’s training, Sportswear, Action sports and Golf. The men’s
training comprises basketball and American football product offerings. Nike also designs
products for the kids, athletic and leisure usages such as tennis, cricket, lacrosse, wrestling,
volleyball, walking and outdoor activities. The athletics footwear is intended mainly for the
precise athletic use. The company focuses on innovation and on the development and
manufacturing of the products. The top selling footwear categories of the company are
sportswear, running and the Jordan brand (Aaker, 2009).
In addition to the Nike and Jordan brands, the company also possesses subsidiaries like Cole
Haan, Converse, Hurley, Nike Golf and Umbro. All of these sub-brands strengthen the ability
of Nike to reach worldwide (Rodrigues, Souza & Leitao, 2011). The sports apparel of the