Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

NIKE

No description
by

Anna Lundgren

on 18 December 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of NIKE

Focus
Management of Large Corporations deal with many different Crisis' in today's society but they don't have control over how the consumer will react/respond
How the Consumers react is essential to the brand's value
The Sweatshop Crisis(Nike) effected its brand image and Nike had to establish its reputation/Brand Image once again among its consumers.
History
Bill Bowerman and Phil Knight
The Swoosh
Ambassadors/Endorsers establishing the Soul of Nike
Four Core Principles
Just Do it
Digital Services
How does a company operate?
When do you cut Costs?!?!
Nike's Sweatshops
How the Sweatshop Crisis effected Nike's Brand Image
Introduction
The Sweatshop Crisis
Damage of Image and Identity
Code of Conduct Reforms
Analysis
Drop in Nike's Stock
Nikeresponsibility.com
Recognition of Responsibility
"Iconic brands represent a particular story - A myth!" - Holt

NIKE ID, Story, Culture

Advantage vs. Disadvantage
"Did Sales drop due to Protest & Boycotts or due to Asian Financial Crisis?"



"Trapped in a social network"

"Feeders would only switch brand if followers did, and followers would switch if insiders did"
Conclusion

Nike's Brand was damaged due to "Sweatshop Crisis"
Anti-Brand Communities
Strong Iconic Brand
Consumer Loyalty
Unwanted effects
Anti-brand communities
Mockery
Boycott Nike, Anti-Nike, CCCE's Nike Campaign
Internet: key enabler
Opposing brand as a Moral quest
NikeID: Peretti's Sweatshop shoes as reflexive resistance; CHEEKY
Word plays proof of symbolizing perceptions
Lost authenticity. Rebuild by listening - Just do it!
Sales drop due to Asian financial crisis
Sales drop due to protest & boyotts

Relationship between brand and product -Aaker

Can't identify themselves with Nike anymore...
Full transcript