Nike: Examining Brand Positioning, Marketing, and Customer Appeal

This essay explores the Nike brand, highlighting its significance in the sports and athletics industry since its establishment by Phil Knight and Bill Bowerman in 1962. It details Nike's product range, including shoes, clothing, and accessories, and examines the strategies that have contributed to its popularity and market share, such as embracing new technology, investing in extensive marketing, offering a wide variety of products, acquiring competitors' products, and focusing on product quality. The analysis also delves into Nike's brand positioning through emotional branding and co-branding with athletes and celebrities, emphasizing how these strategies create value and maintain customer appeal despite competition from brands like Adidas and Reebok. The essay concludes that Nike's emotional appeal, which makes customers feel like heroes, is a key factor in its market dominance.

Running head: FAVORITE BRAND 1
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Lecturer
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FAVORITE BRAND 2
My favorite brand
Nike is my most favorite brand. This a brand that plays a key role in today’s sports and
athletics industry. This is brand established under a company that was established under a
partnership between Phil Knight and bill bower man back in 1962. Since then it has greatly
developed and ends up being my favorite brand. It's brand that has consistently targeted the
youth and more so the males who happen to be main customers of these brand products. It’s a
brand that has also been linked with most celebrities being loyal customers to the brand.
(Garima, 2013)
Nike products
The Nike company specializes in the production of certain products under its Nike brand
name, these products include,
 Shoes
 Clothing
 Sunglasses
 Watches
 Hats
 Jewelry (Nike, 2009)
These are some of my favorite products under Nike brand that make me a great fun to the
Nike company. Nike is my all time since its products never stop involving. I do love their shoes
since they are always trendy, always lightweight and have great support and breathable leather
for basket player like me. I like the way they blend colors in their products thus making their
products appealing to viewers and customer’s eyes.
How Nike has gained popularity and great market share
Nike has gained a great market share due to its continued gain in popularity. The gain in
popularity has been contributed by several strategies that the Nike’s employed to become a
leader in their market. They include
1. Their embracement on new technology
2. Use of extensive marketing investment technique to establish the Nike brand logo
3. Provision of a wide variety of products under its brand name to many sporting events
thus capturing a large market share
4. Purchase of their competitor’s sport products
5. Their focus on product quality (Keller, 2017)
How Nike conducts their brand positioning
1. Nike makes of emotional branding whereby, when it comes to the positioning of their
products under brand name, they manufacture and produce products that are appealing
directly to a customer’s emotional state, consumers needs, and aspirations as well.
2. For brand positioning, the Nikes also co-brands with several various sports and top
athletes not forgetting celebrities who help them sell the brand name. For instance, I like

FAVORITE BRAND 3
the way the way the brand cobrands with athletes, in a way it allowing runners to sink
their shoes with their iPod which allows then track their covered distance and the calories
burned within them.
How the Nike has created value and remains appealing?
Successful branding comes with more factors other than the logo. This makes the brand
more appealing to its customers than its competitors can do. Nike brand has so far managed to
create an appealing image to its customers. the appeal and rational side of Nike’s brand can be
explained with its production on quality sportswear. Its strategy on emotional appeal crowns the
reasons why it has and how it has created a value despite its competitors Adidas and Reebok
producing quality sportswear and other related products. The idea of emotional appeal makes
Nike’s brand customers appear as a hero while branded with their products and thus dominating
the market. (Cope, 2017)

FAVORITE BRAND 4
References
Cope, E. (2017). appealing to customers with emotional branding. Cope: sales and marketing,
13.
Garima, 1. (2013, Feb 11). my favorite brand. Retrieved from warehouse:
https://www.termpaperwarehouse.com/essay-on/My-Favorite-Brand-Nike/411103
Keller, C. R. (2017). How Nike Became Successful and the Leader in the Sports Product Market.
Profit works, 9.
Nike. (2009, June 19). NEW RELEASES; bestseller; summer essentials. Retrieved from Nike
plus: https://www.nike.com/us/en_us/