Nike's Brand Management: Domestic and Global Collaborative Strategies

This report examines Nike's brand management strategies, focusing on collaborative partnerships at both domestic and global levels. It evaluates how Nike leverages its brand through endorsements, advertising, and a strong brand image, particularly through its iconic 'Swoosh' logo. The analysis highlights Nike's commitment to understanding customer needs and investing significantly in marketing research to maintain and extend its brand presence in the competitive sports market. This document is available on Desklib, a platform offering a wide range of study tools and solved assignments for students.

BRAND MANAGEMENT

INTRODUCTION
Brand management refers to a function of marketing, which proves to be a helpful tool
for respective marketing department of the company for maintaining better brand image of
company products and services in given marketplace (Vogel and Watchravesringkan, 2017).
With light to the fact that, various business enterprise has to work in dynamic business
conditions, brand management system proves to be an important tool which ensures, loyalty of
various company's customers and also helps in increasing market presence of the workforce in
given operational area. With regards to Nike, which is an American based multinational
company. Respective company dedicate its main operational activities towards manufacturing
and trading of footwear, accessories, equipment and also provides quality service to company's
customers across its wide spread international market. The company is currently operated by
John Donahoe as its CEO and president.
Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level
In world of globalisation various multinational companies are taking a good flight,
marketing department of the firm is undertaking various strategies for promoting respective
brands in international markets. Managers and leaders of chosen company, ensures increased
invisibility of its brand by undertaking contracts with various famous celebrities. For instance
currently representative of company brand in Michael Jordan. The idea behind this is to push and
motivate various interested customers across the world to purchase company's product. It gives a
positive note to various desirable customers, telling about excellent quality of the product. With
addition to that, for ensuring better brand image of the company in given marketplace, marketing
department of the business firm develops good and attractive advertisement through various
online and social platforms available in concerned business market. The most important part to
ensure effective brand image of the company is to design an attractive logo of the company.
Critically evaluate various techniques used by Nike to leverage and extend its brand
Management of Nike, dedicate their efforts for establishing long lasting brand image of
organisational product. Smart heads of working structure operate respective firm's operational
activities keeping in mind importance of various marketing of various products and services
displayed by workforce in open market. Various production departments of the business firm are

directed towards production of various products and services as per desired needs of company's
customers (Cheung and et. al. 2019). Logo of Nike is represented by a check mark and is called
Nike Swoosh. It is considered as a heroic symbol and also defines athleticism, honour, courage,
teamwork, victory and all various aspect in relation to sports. Marketing department of company
introduces company's brand, targeting mainly sports loving individuals. Getting a famous logo
helps company in developing its brand image not only in firm's domestic markets but also helps
company to extend its sales activities across wide international market. As per growing business
opportunities, various managers and leaders of the firm ensure, operational working on basis of
their customers needs and also provides with delivery of quality products of company to their
customers. Selected firm's management spend about 10% of its annual revenues on conducting
marketing research and development of better brand image of the company (Kapferer and
Valette-Florence, 2018). With good brand image of concerned company in online market,
enables good future opportunities for operating better sales activities in upcoming future.

REFERESNCES
Books and Journals
Cheung, M.L. and et. al. 2019. Developing a conceptual Model for examining social media
marketing effects on brand awareness and brand image. International Journal of
Economics and Business Research, 17(3), pp.243-261.
Kapferer, J. N. and Valette-Florence, P., 2018. The impact of brand penetration and awareness
on luxury brand desirability:: A cross country analysis of the relevance of the rarity
principle. Journal of Business Research, 83, pp.38-50.
Vogel, A. T. and Watchravesringkan, K., 2017. Consumer evaluations of trend imitation: brand
equity, consumer attitudes and preference. Journal of Product & Brand Management.