Investigating Nike's Branding Impact on Customer Buying Behavior

This report investigates the impact of branding on customer buying behavior within the UK retail sector, using Nike as a case study. It explores the core concepts of branding and consumer buying behavior, analyzes the positive and negative influences of branding strategies, and examines the challenges faced by companies like Nike. The literature review synthesizes the views of various authors on branding's role in marketing and its impact on consumer decisions. The research methodology focuses on secondary research, particularly qualitative analysis. The data analysis section interprets the findings, and the conclusion summarizes the key insights. The report concludes with recommendations for improving branding strategies to enhance consumer buying behavior, emphasizing the importance of adapting to changing consumer needs and preferences. The report also covers challenges like consumer loyalty, brand management costs, and the influence of branding on consumer knowledge and company goodwill. The report aims to provide a comprehensive understanding of branding's impact in a competitive market, offering insights for effective brand management.

TO INVESTIGATE THE
IMPACT OF BRANDING ON
CUSTOMER BUYING
BEHAVIOUR WITHIN UK
RETAIL SECTOR

ACKNOWLEDGEMENT
I might want to recognize all the individuals who assumed basic part in my scholarly
accomplishment. Initially, I might want to thank my folks who have offered a successful help
with their adoration and appropriate arrangement. Without them I couldn't ever have reached to
my present position and level of progress. Further I might want to thank my panel individuals
who have given great and powerful counsel and direction through entire of exploration.
Thank you

EXECUTIVE SUMMARY
Branding is defined as a tool of marketing with help of which the company tries to promote the
product and service of company in high competitive market. This is very important for
companies to make use of effective branding strategy as this will assist the company in managing
the business in effective and efficient manner. The present report is based over company Nike
which is an American multination company dealing in sales and marketing of sports product,
footwear, apparel and related accessories and equipment. the current research included the
literature review section in which viewpoint of different authors relating to the concept and
impact that is positive and negative impact of branding over the company and the buying
behaviour of consumers. Furthermore, with help of research methodology section it was seen
that secondary research under qualitative type of research is more beneficial for the researcher. in
the end after concluding the result, some recommendation were made like use of infographic,
social media contest and many others strategies for improving branding.

Table of Contents
Table of Contents.............................................................................................................................4
INTRODUCTION...........................................................................................................................5
Background.................................................................................................................................5
Aim and objectives......................................................................................................................5
Rationale.....................................................................................................................................6
Structure of report.......................................................................................................................6
LITERATURE REVIEW................................................................................................................8
RESEARCH METHODOLOGY...................................................................................................12
DATA ANALYSIS........................................................................................................................15
CONCLUSION..............................................................................................................................21
RECOMMENDATION.................................................................................................................22
REFERENCES..............................................................................................................................24

Topic- “To investigate the impact of branding on customer buying behaviour within UK retail
sector.”
INTRODUCTION
Background
Branding is a marketing practice with help of which the company try to create a symbol
or design for the company to identify itself with that symbol only. For the company to be
successful it is very important for the company to have effective branding strategy which will
assist the company in securing a competitive position in the highly competitive market. The
current report is based over company Nike which is a multinational corporation founded in 1964
by Bill Bowerman and Phil Knight. The current research will outline that how branding of Nike
has a positive or negative impact over the buying behaviour of the consumers. Further this
discussion will also list out the different challenges which the company faces in order to attract
the buying behaviour of the consumers.
Aim and objectives
Aim
“To examine the impact which branding has on buying behaviour of consumer. A study on
Nike.”
Objectives
 To articulate knowledge relating to branding and buying behaviour of consumer.
 To analyse the positive and negative influence of branding over the consumer buying
behaviour.
 To examine the various challenges which Nike faces in order to attract buying behaviour
of consumers.
 To recommend some of the strategies through which Nike can improve is branding in
order to improve consumer buying behaviour.
Research questions1. What is the concept of buying behaviour and branding?2. What are the positive and negative influence of branding with respect to consumer
buying behaviour?

3. What are the different challenges which the company face while using branding for
attracting behaviour of consumer?4. What are the major suggestions for company in improving branding for the purpose of
enhancing buying behaviour of consumers?
Rationale
The major reason for the selection of branding as a research topic is that the competition
in the current market is very high and if the company will not effectively make use of branding
then it might lose its competitive position. Further another major reason for the selection of this
as topic of study is the personal and academic interest of the researcher themselves.
Structure of report
Chapter 1- Introduction
This chapter will highlight the aim and objective of the study and the rationale of selecting the
research topic. This also includes the basic overview of the topic and the things which will be
done in the report.
Chapter 2- Literature review
This is the chapter which highlights the views of different authors and writers relating to the
branding and the impact over the consumer buying behaviour. This will include the complete
analysis of the research topic with views of different authors.
Chapter 3- Research methodology
Under this chapter the list of different methods used for the completion of the research in
successful manner are listed. This is particularly because of the reason that this chapter includes
methods like research type, approach, philosophy and other data.
Chapter 4- Data analysis
Under this chapter the use of secondary source of analysis will be used in order to analyse the
collected data. This will provide the view to the reader that what are the findings of the data
collected.
Chapter 5- Conclusion
With this chapter the researcher will provide a brief conclusion that what all findings have been
found from the study. All the finding will be highlighted in very brief manner so that the reader
gets an idea about what need to be done.
Chapter 6- Recommendation

In this chapter the future recommendation will be made in order to improve the branding
strategies of company. This is essential because of the reason that this will assist the company in
identifying ways in which they can improve the branding strategy.

LITERATURE REVIEW
Theme 1- Articulating knowledge relating to concept of branding and consumer buying
behaviour.
With reference to the views of Ashraf, Naeem and Shahzadi (2017) branding is a tool of
marketing the product and services of the company in the highly competitive market. Use of
branding is very important and critical for the company as this will assist the company in
improving its market position in the highly competitive market. In general, the brand involves
making or using a symbol or design so that the consumer can remember the company by that
brand or the logo.
On the other side Raj and Aithal (2018) argues that the buying behaviour of consumer is
defined as the series of steps or action taken by the consumer before they buy the product and
services of the company. This process includes making use of different types of resources both
online and offline. The consumer goes through a process under which they analyse the fact that
whether the product and service of the company is good for them or not.
Further on the other side Figueiredo and Eiriz (2020) states that the branding has a great
impact over the working and the guiding of the buying behaviour of the consumer. This is
majorly because of the reason that if the branding of the company and its product and services is
good then this will have a positive impact over the buying behaviour of the consumer. Further in
contrast to this if the branding is not good the then this will negatively impact the working of the
company and the behaviour of the consumers.
Theme 2- Positive and negative impact of branding over the buying behaviour of consumers.
As per the views of Diallo, Moulins and Roux (2020) with the help of branding there are
many different types of impact both positive and negative. This is majorly because of the reason
that when the branding of the company is effective then this will have a positive impact over the
buying behaviour of the consumer. On the other side if the branding strategy is not good then this
will have a negative impact over the buying behaviour of the consumers.
As per the views of Kumar, Konar and Balasubramanian (2020) the major positive
impact of proper branding over the consumer buying behaviour is that this attracts a majority of
the consumers. The major reason underlying this fact is that when the company uses effective
branding practices then the consumer will know that fact that what services the company is
providing and how this is helpful for the person. In order to brand the product and services of

company the company list out all the benefits of the product and services. Thus, this attracts the
attention of the consumer and this direct their behaviour in the direction of buying that product or
the service.
In against of this Liu, Zhang and Zhang (2020) argues that the major negative aspect of
using branding is that if the tool of branding is not used in proper and effective manner then this
may lead to heavy losses for the company. This is particularly because of the reason that when
the company branding is not clearly understandable by the consumer then it might be possible
that they might misunderstand the product or service. Thus, this can lead to negative impact over
the consumer buying the product or the service and this will result in consumer getting distracted
away from the company and its product and services.
On the contradictory side Vuong and Khanh Giao (2020) criticizes the fact by saying that
the use of branding is assistive in increasing the knowledge of the consumer which in turn
increases the goodwill of the company. The major reason underlying this fact is that when the
company effectively uses the branding strategy then they are in position of attracting more of the
consumers. Further this will increase the interest of the consumer towards the company as they
will like the branding of the company.
But in contrast to this Araujo and et.al., (2020) disagrees that if the branding of the
company is not effective then this will increase the negative publicity of the company. This is
particularly because of the reason that if the branding involves any such line which affects the
thinking of the company then this will have created a negative image of company among the
employees. Further this will increase the negative image of the company among the company is
one consumer does not like the branding strategy. Hence, this will direct the buying behaviour of
the consumer in negative aspect as they will get carried away with the negative publicity of the
company and will not buy the product and services of company.
On the flip side Chin, Isa and Alodin (2020) articulates that the major positive impact of
branding over the consumer buying behaviour is that this will increase the consumer loyalty for
the company. The major reason for this is that when the branding will be effective then this will
attract a majority of the consumers and this will make them stay loyal to the company for a
longer period of time.
On the flip side Ting, Abbasi and Ahmed (2020) argues that another major negative
aspect of branding over the buying behaviour of consumers. The major negative impact is that if

the company is not able to manage all the branding for a longer period of time then this will have
a negative impact over the working of company. The major reason for this is that managing the
brand in the market is very expensive and if the company is not able to manage the brand for a
longer then this will negatively impact the consumer buying behaviour, and they will not get
attracted towards the company and its product and services.
Theme 3- Different types of challenges which company faces at time of using branding in
affecting the consumer buying behaviour.
As per the thinking of Almohaimmeed (2020) there are many different types of
challenges which the company face in order to make effective use of the branding strategy in
attracting costumer. The biggest challenge is that the need and preferences of consumer keeps on
changing and if these will not be included in the branding strategy then this will distract the
consumer, and they will not like to buy the product and services.
On the contrary side Dhaliwal, Singh and Paul (2020) argues that the major type of
challenge which the company faces in order to use the branding strategy is that this will increase
the cost of the company to a great extent. The major reason for this is that when the company
will make use of branding then they have to invest huge amount of money in the branding and
this will affect the financial position of the company to a great extent. Further when the company
makes the use of branding then this will also involve hiring of some external person in order to
make effective use of the branding. This hiring of the external person will also add in the cost of
the company.
In contrast to this Kim (2019) criticizes the fact that another major challenge which the
company faces at the time of the branding in order to direct the consumer buying behaviour is
the continuous changes in the preference and trends of the consumers. This is the biggest
challenge as when the company uses branding and if they do not involve the use of the latest
trend in the branding then this will not attract the consumer. Thus, their buying behaviour will
not be affected by the branding strategy of company, and they will not be motivated in order to
buy the product or service of the company. Further this will create a negative impact over the
consumer buying behaviour of the company.
In addition to this Valaei and Nikhashemi (2017) argues that the major challenge which
the company face in branding effectively is that there are also many changes in the technology.
Thus, if the company does not make effective use of the latest technology within the branding

strategy then this will create a challenge in impacting the consumer buying behaviour to a great
extent. Further if the company makes use of excess of technology then also it might create a
negative impact over the consumer buying behaviour. The major reason underlying this fact is
that excess of technology will not be understood by the consumer and this will distract them
from buying the products and services.
Furthermore, Vijayalakshmi and et.al, (2020) disagrees that the major challenge which
the company faces in attracting the buying behaviour of the consumer is that every consumer has
their own need and requirement. Thus, for this the company has to make such a branding strategy
that it covers the requirement of majority of the consumer. This is essential because of the reason
that if the company does not cover every segment of the consumer then the market share of
company will decrease. Thus, for this the major requirement of the company is that they must
focus on the need of all the different groups of consumer and cover them in the branding
strategy.

RESEARCH METHODOLOGY
Research type- the type of research is defined as the method or the series of steps through
which the whole research is being completed. This is particularly essential for the researcher to
select the appropriate type of research as if the type is not good then this will not result in better
outcome of research. There are two different types of research types that is qualitative and
quantitative research (Mohajan, 2018). Under the qualitative type of research, the researcher
makes the use of attributes and non- numeric facts and figures for the analysis of research topic.
On the flip side the quantitative type of research is the one which includes the analysis of facts
and figures relating to research topic. For the completion of present research over impact of
branding over consumer buying behaviour is use of qualitative type of research. This is
particularly used as this helped the researcher in developing their knowledge to a great extent
with help of this type of research.
Design of research- the research design is defined as the overall strategy used for the
integration of different aspect of the research to complete the research in successful manner. The
design of the research is referred to as the blueprint of the whole process or the series of steps
which will be followed within the completion of the whole research in successful manner. The
design for the research are generally of two types that is descriptive and experimental. Under the
descriptive design the use of many data in form of case studies, observation is used. In contrast
to this in experimental research the use of experiment are made to reach to some conclusion.
Hence, for the completion of the research over impact of branding on consumer buying
behaviour is the use of descriptive research as this will assist in detailed analysis of the research
topic.
Approach for research- the approach for the research is defined as the procedures which
includes the assumption behind the selection of the various methods of the research. These are
the assumption which underlies the selection of all the different methods of research such as
collection of data, its analysis and all other methods. The approach is of two type that is
inductive and deductive (Dodds and Hess, 2020). The inductive is related to the framing of aim
an objective relating to research topic whereas deductive relates with the formulation of research
hypothesis. Thus, for the completion of the research in successful manner the researcher has used
the inductive approach as this involves the framing of aim and objective relating to the research
topic.

Philosophy of research- this means the beliefs and values which are attached with the
selection of the different methods of the research. This is of two different types that is
interpretivism and positivism. The interpretivism is the philosophy which states integrate the
interest of human within the study (Zangirolami-Raimundo, Echeimberg and Leone 2018). On
the flip side the positivism is a philosophy which is based over the factual information and data.
Hence, for the research over analysing impact of branding over consumer buying behaviour is
use of interpretivism as this is more suitable with the qualitative type of research.
Data collection- this is the crucial stage of the whole research as complete research is
based over data only and if data is not collected in appropriate manner then it might be possible
that research may not be successful. Thus, for this there are two different data sources that is
primary and secondary source of data (Ulmer, 2017). Under the primary the data is directly
collected from the source and is used for the first time and in secondary sources already
published data is used. For the completion of the present research the researcher has made use of
the secondary source to collect data. Under this data has been collected from different sources
like books, articles, journal and other published sources of data.
Data analysis- for the analysis of the data there are two methods that is quantitative and
qualitative. For the present research the method used for analysing the data is the secondary
analysis that is under this the objectives will be converted into themes. Thereafter, with the help
of secondary data the researcher will analyse these themes to reach to some conclusions.
Ethical consideration- for the research to be successful the most important thing is that
the researcher must work in ethical and effective manner. Thus, for this the most crucial thing is
to keep all the data safe and secured so that it cannot be misused. Another major ethical
consideration for the researcher is to use the latest data and not beyond last five years. This is
essential as this will include all the recent and relevant and valid data relating to research topic.
Research limitation- there are many different types of limitation which are attached with
the completion of the research in successful manner. The most common limitation is the limited
budget. The finance is a thing which is required in each and every activity of the research. Thus,
this is very limited but then also the researcher has tried to manage the whole research in
effective manner (Snyder, 2019). Another major limitation is of the resources as the resources
are also very limited which are provided for the research but then also the researcher has made
effective use of limited resources to make best use out of it.

Reliability and validity- this is also a major thing which the researcher has to keep in
mind while undertaking the research. This is particularly because of the reason that when the if
the data will not have reliability and validity then this will not bring better result. The reliability
tests the consistency of the data that is if the same test is applied over a data then how
consistently the same result is provided (Ørngreen and Levinsen, 2017). On the other side the
validity is a test which assess the accuracy of the data and for the research to be successful the
most important thing is to have effective reliability and validity of the data collected.

DATA ANALYSIS
Theme 1- Understanding of concept of branding and buying behaviour of consumer
Interpretation- with the assistance of evaluation of the secondary data gathered from the
various secondary sources it was seen that branding is very essential for the company in order to
manage market position of the company. This is majorly important because of the reason that
branding is defined as a marketing practice which is helpful for the company in order to attract
the consumer towards the company. A brand can be defined as the name or a design or symbol
which is marketed in the market and consumer get to know about the company by referring to
that symbol or design only.
Further with the analysis of the Batat (2019) it was seen that if company makes the
effective use of the branding then this will assist them in getting much better and effective result.
This is particularly because of the reason that branding assist the company in promoting its brand
within the market. Thus, this increases the knowledge of the consumer towards the company and
this will increase the interest of the consumer towards the company. Thus, this will direct the
buying behaviour of the consumer towards purchasing the product and services of the company.
In addition to this with the evaluation of secondary sources it was seen that for company
to get successful the most important thing for the company is to attract the interest of consumer
so that their consumer buying behaviour is attracted. This is particularly essential because of the
reason that when the consumer is attracted towards the company and its product and services
then this will motivate the consumer to deal with the company and buy the product and services
of the company. This is particularly essential that when the consumer buying behaviour of the
company is effective then this will increase the interest of the consumer, and they will buy the
product and services of company frequently.
With respect to Nike, the company is focusing on effective branding of the company in
the highly competitive market. The major reason underlying this fact is that when the company
makes the use of effective branding then this will attract the consumer. For this Nike created the
tag line ‘Just do it’ and this is very effective in attracting the buying behaviour of the consumer.
This is particularly because of the reason that Nike deals in sportswear and related products and
‘Just do it’ motivate the person and makes them feel energised when they use the product of the
company. Hence, when the consumer reads the tag line then the they feel much connected with
the product and services of company as its product provides more of the energy to the consumer

and due to this they will be connected to the company and will buy the product and services of
the company.
Theme 2- Positive and negative impact of branding over the consumer buying behaviour
Interpretation- with the evaluation of the secondary data it was seen that there are both
benefits and challenges at time of using the branding as a strategy to affect the buying behaviour
of the consumers. With the use of the effective branding strategy the major positive impact over
the company is that the number of consumer has increased. This is particularly because of the
reason that when the company effectively makes the use of branding and list out all the benefits
and features of the product and services then this attracts the consumers to a great extent. This is
particularly because of the reason that when the company makes it clear with the branding about
the product and services then it attracts more of consumers. Thus, this will assist the consumer in
understanding the product and service and its utility for them and purchase it.
Further Stoeva (2017) also assented to that fact that when the company uses the effective
branding strategy then this help them in securing a good position within the highly competitive
market. This is particularly because of the reason that with the help of effective branding strategy
Nike is able to attract the consumers and this assists them in attracting large number of
consumers. This is majorly due to the fact that when the company makes the effective use of the
branding strategy then this will attract a large consumer base and will assist in attracting
consumer at a large scale.
Along with this it was also seen on the evaluation of the secondary source it was seen that
another major benefit of using branding is that the company involves the entire latest trend in the
branding strategy and this assist the company in attracting more of the consumers. This is
particularly because of the reason that when the company Nike focuses on the latest trend and
include it in its branding strategy. This is a positive aspect and has a positive impact over the
consumer buying behaviour. For instance, Nike in its branding promotes the women with the
branding of ‘#nikewomen’. In the current trend the females have become very conscious relating
to their health. So now Nike is including this trend and in their branding strategy they are
promoting fitness among females.

(Source: What you can learn from Nike branding strategy, 2018)
Furthermore, with help of the secondary sources it was also evaluated that the major
negative aspect relating to the use of branding in the Nike is that this increases the cost of the
company to a great extent. Further the company also adds this cost in the prices of the product
and services of company. Thus, these are to be charged by the consumer and when the prices of
the product and services are higher than this negatively affects the buying behaviour of the
consumers. This is majorly pertaining to the fact that when the consumer has to pay higher
amount then this will demotivate the consumer, and they will not buy the product and hence the
buying behaviour of the consumer is directed in negative manner.
Along with this another major positive aspect is that with help of branding is that the
company gets more access to the use of latest social media advertising and the digital platform of
advertising. This is particularly because of the reason that when the company focuses on
attracting the consumer then they continuously work on doing some or the other innovation and
creative things in their product and services. Thus, this will motivate the consumer and direct
their buying behaviour towards the purchasing of the product and services of the company.
Further this will attract the interest of the consumer, and they will frequently buy the product and
services of the company and as a result of this the sales of the company will increase.
In addition to this another major negative aspect which the company faces in order to
make the use of the branding is that there are a lot of technological changes taking place in the
working and branding of the company. Thus, this also creates a negative impact over the buying
behaviour of the consumers. The major reason for this is that when the company makes more use

of technology and technical terms then it might be possible that the consumer not understand the
branding in effective manner.
Further along with this another major negative aspect faced by the company was that they
have to do a lot of market research in order to make their branding strategy attractive and
relevant. This is particularly because of the reason that there are many different and frequent
changes taking place in the market and the requirement of consumers. Thus, if the company will
not work on analysing these changes then their branding strategy will become obsolete and
outdated. Thus, for this reason this will create a negative impact over the working and the buying
behaviour of the consumers, and they will not buy the product and services of the company. In
addition to this the company also operates on the international level and here they have to take
care of both the domestic and the international consumers as well. Thus, this takes a lot of time
and the money in order to analyse the need and try to implement it in the working and operation
of the company.
In addition to this another major type of negative impact which Nike faces because of the
branding over consumer buying behaviour is that the company need to do a lot of research over
the marketing and branding strategy of the other competitors. This is majorly pertaining to the
fact that if the competitor is using more good and advance marketing and branding strategy then
this will negatively impact the consumer buying behaviour for the company. This is pertaining to
the fact that when the strategy of competitor is good then this will divert the mind of the
consumer towards the consumer and this will decrease the number of consumer for Nike. Thus,
for this the most important thing is that the company must focus on analysing the strategies of
the competitors and then make the strategy so that the consumer might get attracted towards the
company and its product as compared to the other competitors.
Theme 3- Different challenges within the company faced at time of using branding
Interpretation- with the analysis and evaluation of the various secondary sources of data it
was seen that when the company undertakes the branding then there are different challenges
which the company faces. This is majorly because of the reason that branding is a strategy which
involves the communicating of the product and services of company with the consumers. Thus,
for this the major challenge which Nike face is to make good choice of integrated marketing
communication channel. This is a major challenge because of the reason that if the channel or
medium of communication selected is not good then this will not attract the buying behaviour of

the consumers. This is basically because of the reason that when the consumer will not get
attracted towards the branding of the company then they will not buy the product and services of
the company.
Further, with the help of the secondary sources it was seen that another major challenge
faced by the company is that the company need to manage and maintain the brand in proper and
effective manner. The major reason for this is that the branding is a tool which involves a high
expenses and this need to be bared by the company. Thus, for this the company has to regularly
invest within the branding and marketing strategy of the company. This is particularly because of
the reason that when the company makes the use of branding strategy then this will involve a
continuous monitoring and investing in the strategy of branding.
In addition to this another major challenge is that there are continuous changes in the
need and preferences of the consumer and if these are not involved in the branding strategy of
the company then this will not direct the buying behaviour of the consumers towards buying of
the product and services of the company. Thus, for this there is also a need of person particularly
for the monitoring of the strategy only. This person will be responsible for the monitoring and
evaluation of the changes that are taking place among the need and preferences of the consumers'
ans then evaluating that how these need to be implemented within the working of the company
(Kalangie and Worang, 2019). This is essential because of the reason that when these changes
are not implemented in effective manner then this can result in negative impact over the image
and working of the company. Thus, this creates a challenge for the company and this might
create a negative impact over the working and branding of the company to a great extent.
Further along with this another major challenge for the company in managing its brand is
that if the message attached with the branding strategy is not in clear and simple language then
this will affect the understanding of the consumer to a great extent. It might be possible that the
consumer does not understand what the company has used in order to make their branding
strategy more effective. This is particularly because of the reason that it is not necessary what the
company is advertising in its branding strategy is understood by the consumer in the same
manner. Thus, for this it is essential for the company to undertake simple and effective use of the
language in order to attract and make the consumer aware about the product and services of the
company.

Further with reference to the views of Cataldo (2020) the major challenge which was
faced by the company in managing the branding strategy is that it is very difficult for the
company in meeting the expectations of the company. This is a major challenge because of the
reason that if the company is not able to meet the expectations of the consumer then this will
decrease the market share of the company to a great extent. This is particularly because of the
reason that when the company does not meet the expectation of the consumer then the consumer
will not like this and will not be directed towards purchasing the product or services of the
company.
As per the view of Liu, Zhang and Zhang (2020) it is analyzed that increasing the
visibility or generating quality leads is considering the biggest challenge face by the Nike such
that it affects the customer buying behavior as well. That is why, it is essential for the firm to
determine the key aspect of customer and implement the same. Moreover, it is also reflected that
most of the company uses different marketing tool in order to stay ahead in the competition and
that is why they increase the quality of lead that assist to increase the sale. Moreover, Kumar,
Konar and Balasubramanian (2020) also examine that consumer now use expensive and branded
product in order to show their status. Therefore, it is examining that branded product are display
the intentionally that helps to attract the customers. On the other side, it is examining that
keeping up with the trend and technology also creates as a challenge for the firm. Hence there is
a need to manage the challenges and this in turn direct affect the customer buying behavior. Such
that in this modern era, Nike is also want to make changes in their existing product and for that it
uses range of product that helps to grab attention of many customers towards it. But it is not
easily managing both technology as well as customer need. Thus it is considering s a barrier for
Nike which need to be managed in order to generate the best output.
In accordance with Ting, Abbasi and Ahmed (2020) due to fluctuating in the market
trend, which also cause negative impact upon the results. For example, in Nike, company
conduct primary research which show market need. Thus to support the same there is a need to
manage the challenge so that it will not cause negative impact upon. Also, Nike uses digital
platform to examine the customer buying behaviour and then implement the changes within
business too. Apart from this, it is also analysed that despite depending upon the marketing tools,
it is necessary for the company to improve the sales so that it will overcome the challenges.

Chin, Isa and Alodin (2020) also supported that with the sudden change in the market, company
implement the strategies which in turn improve the results in positive manner. As it is examining
that advance technology changes the business operation in negative manner. Hence, Nike also
uses such thing in order to bridge the gap between customer and sustain the brand image of a
firm as well. Moreover, while sustaining the brand image there is a need to comply with the
laws. That is why, it is examine that Nike has to make changes in its existing policy that assist to
improve the results and also leads a business towards positive direction. Therefore, it is a need to
take action that helps to minimize the challenges up to some level so that customers buying
behaviour affected in positive manner. Through this company also attain the define aim and
sustain brand image as well.
CONCLUSION
From the whole of the study it is clear the branding is an effective tool for the company in order
to improve the market position of the company to a great extent. The major reason underlying
this fact is that when the company makes the use of effective branding strategy then this attracts
more of the consumers. Thus, this will increase the interest of consumer and the number of
consumer for the company. From the whole research it was seen that the branding affects the
consumer buying behaviour to a great extent. Due to this reason it is very important for the
company to make effective branding strategy in order to secure a competitive position in the
highly competitive market.
Hence from the introduction section it was clear that the use of branding is important as this will
increase the interest of consumer within the company. The major reason underlying this fact is
that branding will provide all the details of the product and services to the consumer and this will
develop the interest of the consumer to a great extent. In addition to this from the literature
review section of the research it was found that the there are many different negative and positive
aspect relating to the use of branding by Nike. These positive things were like increase in
knowledge of consumer resulting in increase in number of consumer for company, increase in
goodwill of the company and many others. On the other side the major negative aspect were like
high competition, increase in cost and many others.
Further the part of research methodology concluded that the use of qualitative research is more
beneficial in order to analyse the impact of the branding over consumer buying behaviour.
Further it was analysed from the data analysis section that the use of secondary research was

helpful for the company in analysing the impact of the branding over company both positive and
negative. Further the different challenges were also highlighted in the analysis section like the
changes in preference of consumer, higher competition and many other different types of
challenges which the company face in order to manage the branding strategy.
In the end it is concluded that the use of branding will surely increase the working efficiency of
the company and this will affect the working to a great extent. The major reason for this is that
when the company will make the effective use of the branding strategy then this will make the
consumer more aware of the product and services of the company and this motivates them in
effective and efficient manner. Thus, this will increase the goodwill and the market share of the
company and this in turn will increase the working and efficiency of the company to a great
extent.
RECOMMENDATION
From the above whole discussion it is clear that the branding has both positive and
negative impact over the working and efficiency of the company. Thus, with this it is clear that
company need to improve its branding strategy to a great extent. Hence, for this the company are
recommended some of the below strategies with which Nike can improve its branding position in
the competitive market.
 The major common and effective strategy for Nike is to start the referral program in order
to increase the consumer awareness for the company. The referral program is a tool
through which the company will provide a benefit to the employee to refers the product
to any other consumer and make them buy the Nike product. This is a good method of
increasing the awareness of consumer towards Nike products and services.
 In addition to this another major strategy recommended to Nike for enhancing the
branding strategy is to use infographics. The infographic are colourful display of the main
data or the statistics relating to the company and this assist the company in displaying the
data in very attractive and presentable manner. Thus, this will attract the majority of the
consumers as they will like the data provided by Nike and this will result in increase in
the sales of the company.
 Along with this another major strategy for Nike is to make the use of social media contest
in order to attract the interest of the consumer. The major reason for this is that the
consumers are very habitual relating to the use of social media and if Nike will involve

the use of social media interaction and organizing contest over social media then this will
motivate the consumer to purchase the product and services of the company.
 In addition to this another major strategy for the company which is advisable is the
improving the SEO that is Search Engine Optimisation with the user intent and related
with the major keywords. In the present modern era if the company will focus over the
SEO then this will motivate the consumer to find for the company and its product. Thus,
this will result in the attracting of the consumer towards the product and services of
company as this involves the searching for the keywords.
 Furthermore, along with all these strategies another major strategy for Nike is to know
the consumer in detailed manner. This is essential because of the reason that when Nike
is analysing and focusing on the consumer and their needs then this will motivate the
consumer to buy the product from that company only. The major reason for this is that
the product and service are as per the requirement of the consumer and thus, this attracts
the consumer to purchase from that company only.
 In the end it is recommended to Nike that they must continuously conduct a market
research for analysing the need and preferences of the consumers. This is particularly
because of the reason that when the company will continuously research in the market
then they will come to know about the latest trends and then these can be involved in the
product and services. Thus, this will attract more of the consumers and the sales and
revenue of the company will increase.
Thus, with help of these recommendations Nike will be in a position to improve the
branding strategy and as a result of this the sales and revenue of the company will increase.

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