Brand Management: Evaluating Nike's Techniques and Strategies

This report critically evaluates the various techniques employed by Nike to leverage and extend its brand. It begins by defining branding and its importance, particularly in a competitive global market. The report then delves into specific strategies, including online digital platform-based branding, focusing on emotional connections with viewers, and the use of mobile advertising. The analysis highlights Nike's investment in digital marketing, its use of AI to understand emotional aspects of consumers, and its historical and current use of mobile ads to engage customers. The effectiveness of these techniques is discussed, emphasizing their distinctiveness and positive impact on Nike's branding and advertising success. The report concludes by referencing the sources used for this analysis.

Brand Management
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Contents
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Critically evaluate various techniques used by Nike to leverage and extend its brand:.........3
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Critically evaluate various techniques used by Nike to leverage and extend its brand:
Branding is technique of establishing a clear, favorable perception in mind of the
consumer/clients of a corporation, its items or facilities by incorporating factors like logo, layout,
mission statement as well as a prevalent theme across all the marketing communications.
Successful branding enables businesses distinguish themselves and develop loyal customer base
against their key competitors. In-store branding could be somewhat different from internet
branding as business have to think about placing items as well as props in the store which can
impact the experience of customer with brand. In-store branding generally is experiential,
because people may walk-around as well as pick up stuff, while online consumers see two-
dimensional scene. In conetxt of Nike, Branding is core aspect for comapny as this makes
company’s brnad unique even at glabal compeititve market. Several key methods/technioques
employed by the Nike for effective branding are discussed below:
Online digital plat-form based branding- This is the Nike's belief that more recognition and
reputation can be achieved through branding or advertisement with the aid of digital plat-forms
network. They are using this concept for branding of products. Platforms such as google
advertising, web advertisements and many others are primarily used. In order to enhance their
branding, Company spent about $ 14.8 million towards digital marketing, which indicates that in
attempt to make the branding procedure digital, Nike corporation has made more investments
(About branding strategy used by Nike, 2020).
Target feelings of viewers- Target viewers' emotions/feelings- The approach to gaining
more clients is to concentrate on their sentiments and convictions. The corporation Nike focuses
more on AI to assist them determine emotional element of individuals across the globe. Such
information helps to build a branding plan according to various regions and facets. Practically,
Nike using a forum such as the Serena Williams, LSU Tigers etc. to determine individuals'
emotional aspects. In each country, individuals such as India, brazil prefer to buy footwears on
fest seasons or on special occasions, there is distinct kind of community and emotions of pubic.
Nike therefore uses this tactic and utilizes an efficient form of advertising that makes brand more
attractive among customers.
Mobile Ads- Over the timeframe from 1995 to 1997, usage of cell phones grew and Nike
adopted the technique of advertising using telecommunications advertising. Photographs of
Nike's products and contact details were provided below in the print ads. One could dial the
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phone, as well as star sportsman would provide the information about the product. There
was revolt in the marketing campaigns for Nike company. It is crucial, to understand however,
that this promotional technique is not just used in the past as well as in various countries in the
present period (So, Wu, Xiong and King, 2018).
Thus, in attempt to render their branding increasingly efficient and to grow in competitive
world, these are tactics used in the Nike. The explanation behind Nike's popularity in branding
and advertising is that all these tactics are distinctive in nature as well as effect is positive.
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REFERENCES
Online:
About branding strategy used by Nike, 2020 [online] available through:<
https://www.marketing91.com/nike-advertising/>
So, K.K.F., Wu, L., Xiong, L. and King, C., 2018. Brand management in the era of social media:
Social visibility of consumption and customer brand identification. Journal of Travel
Research, 57(6), pp.727-742.
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