Analysis of Nike's Brand Leveraging and Extension Techniques

This report critically evaluates the techniques used by Nike to leverage and extend its brand. It emphasizes the importance of brand management in achieving long-term success and high market growth. Nike, a multinational corporation renowned for sports and fitness lifestyle products, focuses on its brand image to attract customers and maintain a competitive edge. The report discusses various strategies, including celebrity endorsements, cultural dissemination, and consistent advertising, that Nike employs to strengthen its brand domestically and globally. Techniques such as managing brand over time, being adaptive and flexible, utilizing custodians, aligning organizational structure, being proactive, and leveraging technologies are examined. The analysis underscores Nike's commitment to brand visibility and strength in the market.

Brand Management

Question
Critically evaluate various techniques used by Nike to leverage and extend its brand.
Every organisation requires a specific management process which can help to maintain each and
every activities & operations of the organisation. To obtain the long term success, organisation
need to follow whole management concept that can help to create the more value and enhance
the high market growth. It is essential to focus on brand image of the organisation which can
help the company to expand their business operation all around the world so company need to
continuously take care about their brand management. basically brand management is considered
as the function & strategy of marketing that utilise various techniques to improve the value of the
company product line over time period (Abrahams, 2016). Effective brand management mainly
enables the cost of their goods and services so that organisation can gain the customers loyalty
with the help of positive brand image and strong awareness and position of the brand.
Brand Management refers as the process that including numerous activities like building,
managing, enhancing, analysing and improving the brand of the company. There are various
steps that company need to follow to establish the effective brand image through proper brand
management. These steps are “Defining the brand of the company, positioning the brand &
delivering the brand”. This report will discuss about the brand management of the Nike
company, which is an American multinational company that founded in 1964 by Bill Bowerman
and Phil Knight and headquarter of this company is in Beaverton. This company deal with
designing, manufacturing, developing of their product such as footwear, sports equipment’s,
athletic and recreational products etc.
Nike is considered the well-known brand of sports and also called as fitness lifestyle brand. Nike
mainly focus on their brand image because company contain customers as the key of success so
to attract the customer, company can use various strategies to make brand more visible in front
of their customers so that they can full trust the brand and will become their potential customers.
Nike brand image is strong domestically and globally, every people know about the Nike and use
their products (Burmann, et. al., 2017).To get attention of their customers nationally and
internationally, company use celebrity endorsers like Michael Jordan, who mainly represent this
brand. Nike company set some parameters like cultural dissemination that include athleticism,

fitness, value and power of company that all associated and create the strong brand image of the
company domestically and globally. Nike always focus on advertising and promotion of
company products so that customers can easily know about the new launch products even in
foreign countries (Javid, Monfared and Aghamoosa, 2016). Nike use various techniques that can
help in their brand collaboratively & partnership as per the domestic and global level. These
techniques are managing company brand over time, be adaptive & flexible, utilise custodians,
align proper organisational structure, be proactive and leverage technologies etc. all these
techniques company use to make their brand more visible and strong in whole market so that
company can take more competitive advantage as compared to their customers.

REFERENCES
Books and Journals
Abrahams, D., 2016. Brand risk: adding risk literacy to brand management. CRC Press.
Burmann, C., et. al., 2017. Identity-based brand management. Wiesbaden: Springer Gabler, 10,
pp.978-3.
Javid, H., Monfared, F.S.A. and Aghamoosa, R., 2016. Internal brand management relationship
with brand citizenship behavior, job satisfaction and commitment in Saipa Teif
Company. Procedia Economics and Finance, 36, pp.408-413.