Nike Marketing Strategy PDF

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NIKE MARKETING STRATEGY: HOW NIKE BRANDING FLATTERS ATHLETE EGOS  

Nike: an international brand that is used by almost everyone in the world What they believe is about tenacity (vasthoudendheid)

THE CAMPAIGNS (AFTER SEEING THE FIRST MOVIE)  

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We all believe that we can do this We all believe that we work harder than anybody else and I will never give up => That is something that is universal. We all believe that we are smart Whether I am a fat American man, that can barely make it to the golf court or a Japanese volleyball player, this feeling works for everybody. We all think we can do amazing things and that is where Nike is focusing on, on that feeling

THE SECOND MOVIE – MARATHON RUNNER   

Everyone believes that about ourselves. It is the emotional passion that we have So, for anyone in the world, the Nike branding works. Because we all believe that we can do it, if we just do it (Slogan Nike: Just Do It) How does Nike do this? The have a five-step formula o At least a few of these steps will appear in an advertising of Nike o Not always all the steps in one video/commercial

FIVE-STEP FORMULA 1. First to challenge: everyone else is still in bed, but me, I’m getting up to work out while all those lazy persons in the world are still in bed

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2. In the zone: This is feeling really good 3. Doubt & Suffering: but all of a sudden, I’m feeling pain. I hit the wall. I’m not sure if I can make this 4. Rededication: Okay, I can do this 5. Victory: Yes, I made it all the way through! And why does this work? Because it is a universal story...