KIN 545 Nike Brand Project PDF

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KIN 545 Sport Marketing and Promotion Homework Assignment Student Name: Xiaoli Chen（Dali） ID: 710826 1. What would you consider Nike’s “brand equity”? Brand Equity: Defined as “a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm’s customers.” In my opinion, the brand equity of Nike is the unique history and culture of Nike. Nike introduces its brand to its main target customers through advertising strategies and cooperation with the world's most famous outstanding athletes, among which the most famous example is the cooperation with "Basketball Flying man" Jordan. Nike has a good foundation and brand image, a concise and unique brand logo is easy to be remembered by consumers, and innovative products are popular among young people. Eighty percent of our business comes from 20 percent of our customers, and when people like the Nike brand, they think highly of it, and they market it to others. 2. What has Nike done as a business to develop this “brand equity”? Brand loyalty and brand awareness are the main structures of Nike brand equity. Loyalty is the division of market definition, which divides the customer groups in demand to make service and influence. Brand awareness is to communicate brand awareness with influential sports stars. It has performed well in all aspects of its brand

equity. Part 2 - Nike Advertisement 1. Select one Nike Ad. (Cut & Paste ad onto your paper)

2. A brief explanation of the ad. Nike Air shoes：EVER HAVE THAT DREAM WHERE YOU CAN FLY? 3. Does this ad affect Nike’s brand equity? Why or Why not? This advertisement will not affect Nike's brand equity, because most of Nike's

loyal consumers are young people, who represent youth and vitality. Young people need to realize their dreams. The meaning of this advertisement is that as long as you have a dream, you can fly anytime and anywhere. This advertisement just follows the normal line of Nike and continues to take a positive attitude to influence young people to consolidate their brand equity. So, I don't think this advertisement will affect the brand equity but make the brand equity rise steadily. 4. What impact does this ad have on society? When we talk about sports, when we think about sports, Nike's logo flashes in front of our eyes, not just for Americans, but for consumers around the world. As the representative and interpreter of sports spirit, Nike has obtained the supreme status of sports products. The idea of speed and height contrast is often used by Nike in all advertising ideas. In fact, conquering speed and height has always been the dream of mankind from the beginning. Wear Nike to achieve your heart's desire - conquer speed, conquer height, it caters to everyone....