Presentation on nike brand image and audit!

1. SANTHOSH WILSON
12781528
AJIT JOSE MATHEW
12774704

2. NIKE’S STORY
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•
•
•
•
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•
Begin in 1964 as Blue Ribbon Sports
Renamed Nike in 1978,after the Greek goddess of victory
Key people of Nike : Bill Bowerman & Phil Knight
Headquarters in Beaverton, Oregon , USA
World’s most competitive sports and fitness company
Nike employees over 26,000 people
Current CEO : Mark Parker

3. NAME
• Greek God of winning
• Symbol of a wing
• Promote Victory and Winning

4. NIKE’S BRAND IDENTITY
• SLOGAN: “Just Do It”
• LOGO: NIKE SWOOSH
• BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic
and aggressive
• EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy

5. NIKE’S BRAND IDENTITY

6. NIKE’S BRAND IDENTITY

7. NIKE’S BRAND IDENTITY

8. NIKE’S BRAND IDENTITY
• SLOGAN: “Just Do It”
• LOGO: NIKE SWOOSH
• BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic
and aggressive
• EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy

9. EVOLUTION OF SWOOSH LOGO
•Created by graphic design student at Portland State
University in 1971
•Received $35 for the design and unknown amount of stock
in Nike
•Now one of most famous logos and trademarks in the world

10. COMPETITOR ANALYSIS

11. COMPETITOR ANALYSIS
2013
 Nike has a dominate global
market share of 41%
 Adidas is 8.2%
 Reebok is 3.2%

12. COMPETITOR ANALYSIS
SPORT
NIKE
ADIDAS
REEBOK
NEW BALANCE
Walking
X
X
X
X
Basket Ball
X
X
X
X
Childrens
X
X
X
X
Tennis
X
X
X
X
Lifestyle
X
X
Skating
X
X
Cross
X
X
X
X
Soccer
X
X
X
X
Running
X
X
X
Training

13. COMPETITOR ANALYSIS-BRANDING
STRATEGY
COMPANY
STRATEGY
NIKE
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ATHLETIC, INFLUENTIAL,
OUTGOING,AGGRESSIVE, AMERICAN WAY OF
LIVING
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COLLABORATING WITH URBAN CULTURE
•
SPONSORING SPORTS EVENTS
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ELEGANT,COLOURFUL, SPONTANEOUS,
•
FASHION SHOWS
•
OTHER COMPANIES
SOPHISTICATED PRODUCT QUALITY
•
PUMA
STYLE OVER QUALITY
•
ADIDAS,REEBOK
ENDORSES THE BEST ATHLETES
TARGETS TRACK AND FIELD MARKET
•
TRYING TO CAPTURE MARKET SHARE- VERY
DIFFICULT WITHOUT SPENDING A LOT OF MONEY
http://www.youtube.com/watch?v=aPkyPdubqDs

14. SOME FAMOUS PEOPLE WHO WERE
SUPPORTED BY NIKE

16. BRAND MANTRA
Emotional
Descriptive
Function
Authentic
Athletic
Performance
Authentic : Nike’s features the best products in all the segments of sports and
athletics that makes it the first preference for amateurs and professionals.
Athletic: Nike creates an athletic like feel through the use of its high end
products. Often times it is the sole reason for purchasing a Nike product to be
get that feel of higher performance.
Performance : Nike’s products help in training harder, running faster, aiming
higher, being stronger that in turn helps in building up the performance and
endurance of the performer.

17. SWOT ANALYSIS
Strength:
 Extensive visibility through brand athletes.
 Strong research and development team.
 No.1 sports brand in the world.
 Manufactures 30% lighter shoes than the competitors.
 Offers their product world wide.

18. WEAKNESS
 Profits are largely depend on footwear products.
 Products are highly priced.
 In Cambodia and Pakistan their have been
allegations for child labour and poor working
conditions.
 Nike has a lack of its own stores.

19. NIKE’S OVERALL REPUTATION
Nike's Overall Reputation
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Well
Below Average Above
Well
No
Below Average
Average Above Opinion
Average
Average

20. OPPORTUNITIES
• Produce sportswear products by recycling manufacturing
waste.
• Expansion into sports sunglasses and jewellery items.
• Improve brand image by supporting events such as World cup
and Olympics.

21. THREATS
 Smart competitors like Adidas,Reebok,Puma etc.
 Competitors are trying to copy Nike's business model.
 Different currencies used in the International trade.
 Competitors are becoming more aggressive and creating high
quality products.
 Recession
 Consumers are searching for the lowest price products.
 Nike is a premium brand – so consumers will start shifting
towards lower priced brands.

22. RECOMMENDATION
 Engage more in community centred activities such as charity
programmes, fitness programmes for children to boost up
corporate social responsibility.
 Invest more in R & D.
 Targeting Asian pop culture such as pop singers, bollywood etc
 Strengthen distribution in regions where Nike is currently losing
sales(ie , footwear's in US region)
 Open Nike’s own retail stores world wide.
 Going deeply into e-commerce can increase sales due to high
internet users.

23. SLOGAN