Brand ManagementSurbhi Singhal

PGP31240Section B

Nike Brand Mantra SummaryNike has a 3 word brand mantra “authentic athletic performance” to guide their marketing efforts.

This brand mantra has guided the brand in the right direction like when Nike rolled out its successful apparel line, it was innovative enough to benefit top athletes through its technology.

Nike successfully expanded its brand meaning from “running shoes” to “all things associated with athletics (including equipment)”

Company Information

• Nike is the world’s largest designer and wholesaler of athletic footwear, apparel and equipment

• Its core competency lies in high-end performance products• Nike’s distribution network consists of more than 50000 retail

accounts, independent distributors and almost 700 company owned stores in more than 170 countries

• It was founded in 1964 as Blue Ribbon Sports

• Industry: Apparel, accessories• Revenue: $30 billion• Number of employees: 62,600

Mission: To bring inspiration and innovation to every athlete in the worldIf you have a body, you are an athlete

ProductsBrand Portfolio: It’s subsidiaries

Products include Athletic footwear and apparel, sport equipments and other athletic and recreational products

Brand Extension

Nike branded iPods designed for running developed in partnership with Apple

Nike Brand Associations

Nike

Shoes

Athlete

Just Do it

Quality

Apparel

Michael Jordan

Market Leader

Innovative Design

Brand Image in a Consumer’s mind can easily be found out through the brand associations consumers have with it.

In case of Nike, It is its logo, and its positioning as quality product with high innovative design. Also, Nike is famous for its big celebrity endorsements the biggest being with Michael Jordan.

Nike’s Evolution of LOGONike Brand with the iconic trademark of “Just Do It” and the legendary Swoosh

logo is valued at $10.7 billion making it the most valuable brand in the sports industry

Nike’s Swoosh Symbol symbolizes the wing in the far-famed statue of the Greek goddess of victory, Nike, who largely influenced countless brave warriors.

Nike Celebrity EndorsementsRoger FedererNike Athlete Since 1997

Rafael NadalNike Athlete Since 2001

Tomas BerdychNike Athlete Since 2004

John IsnerNike Athlete Since 2007

Michael JordanEndorsement Deal:

$60 million

Lebron JamesEndorsement Deal:

$30 million

Kevin DurantEndorsement Deal:

$28.5 million

Nike Various Ads

Nike’s Latest Campaign• Nike’s latest ad film “Da Da Ding” features many

woman athletes like Rani Rampal, Ishita Malaviya and Bollywod actress Deepika Padukone

• The film showcases the unrelenting spirit of women in India and aims to trigger a movement to change the way sports is perceived in the country

Nike Brand EquityPeople are loyal to the brand or loyal to the sports shoe industry regardless the brand

Sense of achievement and ability to do anything

Symbol of status and a cool accessory in people’s eyes

Leader in the footwear industry

High technical Performance

High quality and innovation defined brand

Nike Brand Mantra• Brand Mantra is a

short 3-5 word phrase that captures the irrefutable essence of the brand positioning

• It consists of 3 modifiers capturing the holistic view of the brand like Nike has emotional, descriptive and the function of the brand.

• AuthenticEmotionalModifier

• AthleticDescriptiveModifier

• PerformanceBrandFunction

Competitors

Industry Market Shares

Brand Wars

Nike Social Media Platforms

YouTube

Twitter

Face book

Nike

•18-35•Male and Female

•Sophisticated•Ruggedness•Competence

•Maximum Performance•Challenging oneself•achievement

•True sportsmanship•Champion•Aggressive

Nike Brand PositioningMen, Women and ChildrenActive people who enjoy high-quality sporting goods, especially footwearWorld Leader: 33% Market Share, followed by Adidas

Target Market

Frame of Reference

• Quality, Durability and Comfortable, Style, good reputation, breakthrough design, technology of products, packaging, sense of being associated with the best, #1 brand

• Having a positive attitude when they exercise/ workout

• Consistent and timely shipment of goods

• Nike is used by top athletes and teams

Summary

• Nike Introduction• Nike products and Brand Extensions• Nike Brand Campaigns• Nike Brand Equity Model• Nike Brand Mantra• Nike Brand Positioning

Disclaimer

Created by Surbhi Singhal, IIM Lucknow during Brand Management course under the guidance of Prof. Sameer Mathur, IIM Lucknow