Nike: Building a Global Brand

Nike Building a Global Brand MKTG 4082W 1. Nikes label figure of speech, a set of emotions, feelings, and experiences with the brand, developed over time done advertising campaigns and consumer experiences with Nike. The core attri butes of Nikes brand image include postgraduate transaction, innovation, and aggressiveness. Nike positioned itself as a company that makes products for jocks, by athletes. They tailor their products for serious/ winsome athletes and also stress their point-of- struggle to be action, as opposed to Reebok, whose point of difference is style.Nike is sensed as a high performance brand and they everlastingly make performance a top priority, which is a key construct block for their brand image and brand truth. They designed more durable, light shoes that were tailored for runners and bothowed them maximize their athletic ability. Nike, from the beginning, was open to input from runners and listened to their needfully and wants, sharing their tru e passion for running. By doing this, they were able to design a shoe that performs easily and meets the demands of serious athletes.In addition to performance, Nike is an innovative brand and that corporation be seen by the introduction of innovative products to the market give care the flitter Trainer, transmission line Max, and Air Jordan shoes. When looking at the Consumer Brand Equity gain (Exhibit A), Nikes source of brand equity comes mostly from salience and performance. Nike use brand associations in order to establish a positive brand image and build their brand equity by endorsing popular, successful athletes like Michael Jordan and Tiger Woods. These associations convey the American spirit of competition and winning and execute very well in the United States.Nike capitalized on how much Americans fear their favorite athletes and it once again projected their image of high performance and their dedication to serious athletes. Their advertisement campaigns also hel ped build their brand equity by increasing awareness, as can be seen with the Air Max, Air Jordan, and Just Do It ads that conveyed powerful brand statements and reflected Nikes attitudes, while remain provoking and unique. Nike successfully applied their new merchandise formula of immingle performance and attitude through strategic product development, endorsements, and advertising, which built their equity.Their perceived quality and brand credibility is based off of high performance and innovation and their brand loyalty is strong as well, stemming from their early relationships with runners to cohere feedback and input. In addition, they used a finger on the pulse dodge to hit the streets and really find out what was on the minds of consumers, in toll of brand perceptions. A nonher source of brand equity for Nike is their Swoosh logo and as of 2000, 97% of Americans recognize it. 2. I am not strike that the irreverence characteristic of Nike advertising in the U. S. id no t sit well with more European consumers. The culture in Europe differs from the one in America and European consumers vary in significant ways from Americans. Nike introduced many changes in their marketing mix to tap into the European and Asian markets. They naturalised a grassroots allegiance of local sports teams, mainly with association football, tennis, and rugby. In addition, they evolved their marketing strategy to a two-tiered approach. Individual markets featured ads with local stars, while all of Europe saw ads that featured popular sports like soccer, tennis, and track.Nike also focused its attention on the 1992 Barcelona Olympics, raising their overall global advertising and progress budget to $240 million. With the rising popularity of basketball in Europe and Asia, Nike also be after to lead its marketing charge with its strong stable of basketball superstars. In addition, Nike implemented a global advertisement campaign during the 1994 World Cup, recognizing tha t soccer was the best way to enter new markets. In Asia, Nike abandoned its uptight advertising attitude and celebrated local athletes as heroes in their ads.Overall, Nike had a kinder, gentler marketing approach with ads that projected a more international image (use of Tiger Woods and Ronaldo in ads). Nikes new focus was to be seen as culturally, geographically, and personally relevant to local consumers abroad. I am not surprised that the advertising did not sit well with many Europeans because of the spacious difference in the cultural aspects. Europeans saw Nikes marketing actions as intimidating and too aggressive. Also, the brand did not have the history or heritage in the market and was starting more from scratch.In addition, fashion trends inevitably changed which caused Nike to be behind the curve. 3. To become a global corporation, Nike had to adopt a globalized strategy to build their global brand equity. They did this by broadening their portfolio of athlete endorsem ents and focusing their ad campaigns on different sports that were more popular in those areas. They kept the essence of the brand, the same core values, and plosiveed consistent with their marketing communications, but tailored to different regions by using local athletes.This was possible because they had 90% control of the marketing advertisement strategies in Europe and were able to stay consistent. As I mentioned before, Nike also sponsored global events like the Olympics and the World Cup, which increase their credibility and awareness on a global scale. Nike also reduced their overwhelming use of the Swoosh logo and their overall aggressiveness in their advertisements. In Asia, Nike was able to improve its brand equity by establishing the collective Responsibility Division and celebrating local athletes as heroes in ads. Exhibit A