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NIKE Corporate Image
Transcript of NIKE Corporate Image
40% of US market shares
, which is 53% of Nike's revenue
- present in more than
broadest range of products
of the offer with apparels, sport equipment and other items
- 99% of its
manufacturers are located in Asia
: lower labor costs, better materials and industries.
relationship with employees and suppliers
after the sweatshops scandal.
Nike Also has
since it allowed its reputation to be tainted in the first place with the sweatshops accusations.
Nike vs. Kasky
case may have driven away a lot of customers.
Nike has many
to continue on its path for good employee practices and to become a green company.
If Nike can’t keep up its new ideas and leadership consumers may begin to move away from Nike and shop at its competitors.
of growth in footwear industry, competitors (traditional and new).
- New programs allowed Nike to be
for its employee practices
- Nike needs to
to keep its leadership in the industry
- Nike should branch out a
to show its commitment to environment.
The company was
created IN 1964
as "Blue Ribbon Sports"
in 1971, it became "
", named after the greek goddess of victory
Slogan : JUST DO IT
Employees : 44 000
Turnover : $ 24 128 BILLION
Net Income : 2 223 BILLION
Stock : NKE (NYSE) 79,60$US +0,47
Headquarters : Beaverton, OREGON, US
CEO : Mark Parker
Funders : Bill Bowerman, Philip Knight
Concept of Value
Societal, organizational, managerial and individual BE
A lot of issues and dilemmas in terms of environmental responsibilities, society relationships and organization
Nike was focused in pure financial value = profit!
bad working conditions,
no environmental responsibilities collapsed factory(2013)
Code of Conduct
- Minimum age of workers - increased monitoring
- Better work conditions
- Fair Labor Association
- Annual report on conditions and pay in factories
- acknowledging issues
Nike Inc. and our consumers thrive in a
are in balance.”
1.“It is our nature to innovate.”
2.“Nike is a company.”
3. “Nike is a brand.”
4. “Simplify and go.”
5. “The consumer decides.”
6. “Be a sponge.”
7. “Evolve immediately.”
8. “Do the right thing.”
9. “Master the fundamentals.”
10. “We are on the offense”"always.”
11. “Remember the Man.”
Nike corporate identity and identification
WHO ARE THEY ?
Nike is a manufacturer of sports
shoes, sportswear, sports equipment and accessories
Nike sells its products under the brand names includING Air Jordan, Nike Air Max, Nike Golf and Team Starter.
what do they stand for ?
Nike is a pure American icon, a
achievers and winners
What is their goal ?
To be a
shoes that are
Their mission = to bring
to every athlete in the world
Why do you deserve to be involved in this firm ?
Nike is associating its brand with famous athletic celebrities
, and accomplishment oriented,
Nike’s corporate identity =
Nike has a
97% global awareness
and recognition to the brand image and brand equity
Nike’s identity =
Nike has a
strong brand identity
with a recognized brand name and brand logo
Nike organizational identity
The logo represents the wing of the Greek Goddess of victory.
Few people doesn’t recognize the Nike Swoosh logo
The "JUST DO IT" slogan and logo design have change the way of life for an entire generation
The Nike "Swoosh" was created in 1971
by Carolyn Davidson, a graphic design student.
Nike wants to
ideas and innovation
they offer a
center with various tools and exercises
to help teams
discover how diversity and inclusion drive
they seek to
models of engagement
The name Nike is
They use a
They use a
to company's sustainable business and innovation summary.
identity elements and identification
Centrality : a
the creativity of the brands .
of nike’s identity.
to the brand as a real
The primary stakeholders
shareholders business partners employees customers consumers
The secondary stakeholders
Most companies like Nike operate within the limits of safety laws, environmental protection and other laws and regulations.
drivers of corporate brand
Nike focus to be better allowing them to create the world's most
innovative products and experiences
in a more
way for consumers across the globe.
Sustainable Business and Innovation which
is to thrive in a sustainable economy To support Nike's strategic
foster professional development, enhance work performance,
community interaction, and encourage
sustainable economy where
people, profit and planet
are in balance, creating a
It’s not just about getting better at what we do it’s about striving for the best, creating value for the business and innovating for a better world.
the styling of product objective or purpose.
For instance, when a superstar athlete sponsors a particular brand of sports shoes, the shoes will be related with victory.
Too much spent on advertising, product itself does not have such a good quality.
Rory Mcllroy is now the world’s No. 1 golfer and the face of Nike Golf after they locked up the 23-year-old to a reported 10-year, $250 million endorsement deal.
Nike was riding with LeBron James before he ever even shot a NBA basketball
Nike is the leader in its market category and one of the world’s most recognizable brands
- One of the biggest ad ideas ever
- destined to cut across all conceivable psychological, social and demographic lines
- An unifying message
- A great slogan: memorable, suggestive,
malleable, interpretable, adaptable
SUSTAINABLE BUSINESS AT NIKE, INC.
It’s not just about getting better at what Nike does – addressing impacts throughout their supply chain – it’s about striving for the best, creating value for the business and innovating for a better world.
Why does Nike practice CSR?
Defending their important public image
Differentiating themselves from their competitors
Helping to prevent financially damaging boycotts, strikes, lawsuits, etc.
Appealing to the ethical consumer
Appealing to the ethical investor
Appealing to the ethical employee
Pressure to do so from NGO's, Government or to combat public relations disasters
Using CSR policies as evidence that they do not need to be regulated any further than they already are at present
code of ethics is called Inside the Lines; it defines the standards of conduct Nike Inc. expect of their employees
operate a global toll-free Alertline for employees to report in confidence any suspected violations of the law or code of ethics. Any reported concerns around accounting, auditing or internal control are communicated to the Audit Committee of the Board
Build corporate responsibility committee to review and make recommendation.
Codes and policies
-sustainable manufacturing &sourcing
-Nike’s approach to labor conditions in there contract
factories is evolving
-Giving voice to workers: The Global Alliance’s legacy
, both social and environment
-create jobs in Corporate and Social Responsibility
Thank you !