Marketing Report: Detailed Analysis of the Nike Brand

This report provides a comprehensive analysis of the Nike brand, examining its history, marketing strategies, and customer engagement tactics. The report begins with an overview of Nike's origins, including its founding and early business ventures. It then delves into Nike's branding strategies, focusing on its iconic "Just Do It" tagline and its use of social media platforms like Facebook, Instagram, and Twitter to connect with consumers. The report highlights how Nike has successfully cultivated a strong brand identity by understanding and catering to the needs and desires of its target audience. It also discusses Nike's approach to communication and its focus on customer-centric strategies to drive growth and success. The report concludes with a list of references including books and journals that support the analysis. This report is designed to provide insights into Nike's successful brand management practices.

BRAND
MANAGEMENT:
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Table of Contents
TASK 1A.........................................................................................................................................3
REFERENCES................................................................................................................................5

TASK 1A
NIKE is an American popular multinational corporation which is involved in the design,
worldwide marketing, development and sales of equipment, footwear, accessories and apparels
services. Headquarter of this corporation is in Portland Metropolitan area. This company was
founded in 1964 and it is the world's largest supplier of athletic apparel and shoe. This company
was founded by Bill Bowerman and Phil Knight.
In its 1st year of business Blue Ribbon Sports or NIKE was sold almost 1,300 pairs of
Japanese running shoes in 1964. By 1971 the relationship between NIKE and Onitsuga tiger was
almost an end so NIKE or BRS prepared and think to launch its own line of footwear
(Ramaswamy and Ozcan, 2016). This company hired and appointed John Brown and Partners in
1976 which as its first advertising agency which was situated in Seattle.
By 1980 this corporation attained 50% market share in the United States athletic shoe
market which was the biggest achievement for it. In the same year of 1980 in December month it
went public. With the help of Wieden+Kennedy, NIKE created many prints & television
advertisements. Throughout 1980, It expanded its products line.
Nike since its inception has always been a good communicator with its targeted audience
and consumers. The brand has always managed its style and reputation in such manner that it has
attracted customers easily all across the world (Rodhain and Aurier, 2016). In order to ensure
this, the brand has always looked forward in understanding the desires of its particular
customers. The company has allowed its customers to freely express their views on the needs and
demands from the brand and their individual self as well.
Firstly, it has been seen as the company is having a tagline which is compelling, “Just do
it”. The organization has always made use of this tagline in order to promote its product and
services and create motivation among the people to buy its products. It allows the company to
ensure a safe and secure marketing as well. These actions have brought forth new growth for the
organization and has ensured required success.
The other aspect which the brand has made use of since the arrival of Internet is
leveraging the power of social media. Nike on platforms such as Facebook, Instagram and
Twitter is having tonnes of followers which makes it easy for the organization to create an
impact within its targeted consumer market (Chernev, 2018). Along with it, the brand has always
attracted individual and groups by influencing them to do better. It has explored their lifestyles

and has provided them with products and services which are fit for their use. The company in
order to build a communication which is growth and success oriented has particularly garnered
and evaluated what is best for its customers rather than being growth, profitability and success
oriented. This has allowed the organization to ensure that the brand has achieved growth and its
customers are always having a special place in their hearts about the brand.s

REFERENCES
Books and Journals
Ramaswamy, V. and Ozcan, K., 2016. Brand value co-creation in a digitalized world: An
integrative framework and research implications. International Journal of Research in
Marketing. 33(1). pp.93-106.
Rodhain, A. and Aurier, P., 2016. The child–brand relationship: social interactions
matter. Journal of Product & Brand Management. 25(1). pp.84-97.
Chernev, A., 2018. Strategic brand management. Cerebellum Press.