NIKE Brand Audit Report PDF

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NIKE BRAND AUDIT REPORT Historical overview and background Parent company background Nike Inc. is a multinational company engaged in the development, design, and manufacturing of apparel, footwear, accessories, equipment, and services. Headquartered in Oregon, Nike is the world’s largest manufacturer and supplier of athletic footwear and sports equipment. Existing brands and history of chosen brand The company boasts of a variety of brands including Nike Golf, Air Max, Nike Blazers, Air Jordan, Air Force, among others. The company used to own Bauer Hockey which was later renamed to Nike Bauer. Other subsidiaries of Nike include Cole Haan, and Hurley International. It was founded in 1964 by Phil Knight and Bill Bowerman. In 1980s, Nike began expanding its customer base globally with one of its retail stores opening up in Portland. The company faces stiff competition from Adidas, Reebok, Puma, FILA, Armour, and ASICS. Brand inventory Brand association The company name Nike generated from the “Greek goddess of victory” and also the brand is associated with a logo that promotes winning and victory. The company’s brand logo was designed by a graphics student, Carolyn Davidson in 1971 at Portland state university. The “Just Do It” brand slogan was inspired by Dan Weiden’s saying “You Nike guyz, You Just do it.” Brand elements The company has a powerful brand name with a meaning that helped them be successful. Everyone knows the logo making it easier to remember the company. The logo indicates elegance and depicts speed relating it to athletics. Positioning strategy Nike has expanded globally generating a US $30.6billion revenue as per the 2015/16 fiscal year most of which was garnered by Cole Haan, Jordan Brand, Umbro and Nike Golf subsidiaries. The company targets the large markets such as China, and the European region. It strategizes on opening over 300 Nike stores worldwide. Its proposal to spend a capital of over US$600 million to expand its business across the globe could see its goal achieved. Target market Being a sports company, the company’s target audience is athletes, hence, its wide manufacture of sports footwear and equipment. A large percentage of the world population is involved in sport activities and gyms and fitness centers are increasingly growing across the globe. These are the centers the company targets and opens up stores near to attract new customers. Existing campaigns

Nike’s campaigns build meaningful taglines and stories. Such campaigns are really effective since they develop a loyal fan base through their meaningful stories. “Emotional branding” as depicted in the company’s stories of athletes who have overcome hardships to beat the odds. Mostly the hardships suggest a “You Can’t” mentality to the hero but then the Nike tagline kicks in with a “Just Do It” slogan. Consumer perceptions Brand awareness/usage Despite the intense competition from rivals in the market, Nike remains the most known brand across the globe with a 90% awareness rate as shown below.

Brand performance In the sportswear industry, analysts look deeper into the numbers to determine a brand’s popularity. According to Forbes rankings in 2019, Nike ranked 14 against Adidas at 61under the world’s most popular brand. As of 2019, Nike’s brand value recorded a 16% increase to US$ 32.4 billion on sales in China, Africa, Middle East, and Europe. Brand imagery The company Swoosh logo is among the most recognized brands across the globe. Currently, the company uses sports celebrities such as soccer players and marathon athletes to promote their brands. Some of these athletes are football star Cristiano Ronaldo who wears Nike boots as his sports shoes. Brand judgements/ attitudes

This is the perception of the customer base towards the brand. Such perceptions help the company collect data on the needs of the customers. It also helps the company obtain feedback on the products they manufacture. Brand resonance Nike uses brand resonance to win the loyalty of their customers by engaging them on levels of emotion such as through airing emotional ads on perseverance. Also, the company strives to learn and understand everything about their customers in order to meet their needs. Main findings Nike’s brand image is the fundamental factor for the company’s global presence. The company’s marketing strategies target large markets especially across Europe and in China. Nike has a simple and elegant logo and slogan, one that is easy to remember making it one of the most common brands in the world. The company’s brand is associated with meaningful symbols such as the Greek goddess of victory making it a victor in the sports industry....