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NIKE

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by

Marina Laškarin

on 8 December 2014

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Transcript of NIKE

NIKE

BRAND EXTENSIONS
PRODUCT CATEGORY
INTEGRATED MARKETING COMMUNICATION
GEOGRAPHIC ASPECTS
Geographic region (original)
Nike Brand Hierarchy
BROADCAST MEDIA VS. PRINT
TRADITIONAL VS.
NON - TRADITIONAL
Emotional experience

WHY IMC?
CONFLICTING MESSAGES FROM DIFFERENT SOURCE OR PROMOTIONAL APPROACHES CAN CONFUSE CUSTOMERS ABOUT BRAND IMAGE

ADVERTISING
PUBLIC RELATION
DIRECT MARKETING
PROMOTION
PERSONAL SELLING
5 COMMUNICATION
OPTIONS
BRAND CATEGORY
new
existing
new
existing
Product line stretching
Development of new products
and brand
Category extension
Flanker brand
Founded: 1964 (BRS), 1971 (Nike)
Headquarter: Oregon, US
Brand: Nike (Greek goddess of victory)
Logo: Swoosh
Slogan: Just do it



Nike at a Glance

Nike at a Glance


Nike at a Glance
Target:
12-45 years old involved in
different sports

Athletic shoes:
Young
Lively
Rugged
Outdoorsy
Adventurous
(Legendary athletic heroes)

Product Characteristics

Exciting
Spirited
Young
Innovative Pursuit of Excellence
Athletic
Imaginative
Aggressive

Nike Personality

Experiential:
Nike Town store-retail experience
Functional:
High-technology & Comfort
Symbolic:
Exhilaration of athletic performance

Benefits

Mass vs. Direct media
Athletic Heroes
Mass media
I
NNOVATION

I
MPRESSION

I
NTERACTION
AGENDA
Secondary Association: Celebrity Endorsement

Associations:
athletic celebs with similar personality (winners, determined, achievers)
Increased sales dramatically for Nike
Raise popularity/awareness of both Nike and the celebrity

Other Sources of Secondary Association

Recommendation for Licensing

Separate marketing. Consumers do not associate it as with the “Nike” product/brand

Marketed to leverage Nike brand associations. Most focus on these brands; they are the most profitable and well known under Nike.

Manchester United and Nike are in the 12th year of a 13-year, £305 million ($507 million) guaranteed aggregate minimum exclusive sponsorship and licensing agreement that covers all retail, merchandising, apparel, and product licensing

Fit With Licensing?
ATTRIBUTES AND BENEFITS
BRANDING STRATEGIES AND
SECONDARY ASSOCIATION: Celebrity Endorsement

IMC
&
BRAND EXTENSIONS
GEOGRAPHIC ASPECTS AND CONTROVERSIES AROUND THE BRAND
Geographic regions (revised)
Controversies around Nike
Zuza
Marina
Sandra
Siska
For running primarily. Product extension with apps, sports watch, and workout wristband
Full transcript