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NIKE Corporate Image

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by

Thomas Azais

on 27 November 2013

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Transcript of NIKE Corporate Image

Nike's leadership in the footwear industry is based on several strengths the company has built over the years:
-
40% of US market shares
, which is 53% of Nike's revenue
- present in more than
140 countries
- the
broadest range of products
-
diversification
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.
-
Team endorsements
(Air Jordans)
- Best
relationship with employees and suppliers
after the sweatshops scandal.

Reputation
Nike Also has
weaknesses
since it allowed its reputation to be tainted in the first place with the sweatshops accusations.

The
Nike vs. Kasky
case may have driven away a lot of customers.

Nike has many
opportunities
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.

Other threats:
Slow down
of growth in footwear industry, competitors (traditional and new).
conclusion


- New programs allowed Nike to be
well recognize
for its employee practices

- Nike needs to
continue improving

its standards
to keep its leadership in the industry

- Nike should branch out a
"go green"
to show its commitment to environment.
Nike, inc.
The company was
created IN 1964
as "Blue Ribbon Sports"

in 1971, it became "
Nike Inc.
", named after the greek goddess of victory
KEY DATA
Corporate image
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
FINANCIAL VALUE
SHARE 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!
BUSINESS ETHICS
Child labor
bad working conditions,
no environmental responsibilities collapsed factory(2013)
BUSINESS ETHICS

CHange
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
- CSR
CHANGE
vision

To help
Nike Inc. and our consumers thrive in a
sustainable economy
where
people
,
profit
and
planet
are in balance.”
CORPORATE VALUES
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
high
performance, aN
innovative
aggressive brand
associated with
high notch
achievers and winners
athletes
What is their goal ?
To be a
high performance
brand that
designs
shoes that are
durable
, and
lightweight
for runners.
Their mission = to bring
inspiration
and
innovation
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

they are
achievers
, winners,
determinded
, and accomplishment oriented,
non-traditional
.
Conceptualizing identity
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
well established
and
strong brand identity
with a recognized brand name and brand logo
Nike organizational identity
DESIGN
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.
Culture
Nike wants to
inspire
ideas and innovation
they
focuses
on
three
priorities

they offer a
resource
center with various tools and exercises
to help teams
discover how diversity and inclusion drive
creativity
and
innovation
.

they seek to
empower
inclusive
cultures

they inspire
ideas
to
innovation
. designing
new
and
creative
models of engagement
The name Nike is
simple
and
easily memorized
by customers.

They use a
media spokesperson

They use a
strategic adviser
to company's sustainable business and innovation summary.

Develop strategies
to communicate
in
digital
and
social media

communication
identity elements and identification
identity elements

Centrality : a
talented
,
diverse
and
inclusive
employee helps
drive
the creativity of the brands .
creativity
is the
central element
of nike’s identity.
identification


Employees identification

Nike’s Employee
identify
to the brand as a real
stakeholder

stakeholder identification

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
Strategy:
Nike focus to be better allowing them to create the world's most
innovative products and experiences
in a more
sustainable
way for consumers across the globe.

Organization:
Sustainable Business and Innovation which
mission
is to thrive in a sustainable economy To support Nike's strategic
evolution


corporate brand
Employees:
foster professional development, enhance work performance,
develop
community interaction, and encourage
teamwork
and
interaction
within.


Value:

sustainable economy where
people, profit and planet
are in balance, creating a
sustainable
marketplace.
Nike Endorsement
Corporate Associations


Social Resposibility:
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.

Marketing:
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.

Products:
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
Image
- 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

NIKE STAKEHOLDERS
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
Care about
environment
-sustainable manufacturing &sourcing

Care about
labor force
-Nike’s approach to labor conditions in there contract
factories is evolving
-Giving voice to workers: The Global Alliance’s legacy

Care about
sustainability
, both social and environment
-create jobs in Corporate and Social Responsibility
practice
Thank you !
Full transcript