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harry nguyen

on 11 October 2012

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Transcript of 311

Brand Audit Proposal Luther in 1533 by
Lucas Cranach the Elder (1483 - 1546) History Ownership Products Brand Element Ownership Nike was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight and officially became Nike, Inc. on May 30, 1978.

Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008 History of Nike Tip This is a huge mountain Phil Knight Bill Bowerman Low Quality High Price Low Price High Quality Nike, Inc. Brand element Perceptual maps Products Nike produces a wide range of sports equipment. Their first products were track running shoes.

They currently also make shoes, jerseys, shorts, baselayers, etc. for a wide range of sports, including track and field, baseball, ice hockey, tennis, association football (soccer), lacrosse, basketball, and cricket.

Nike is well known and popular in youth culture and hip hop culture for their supplying of urban fashion clothing.

Nike recently teamed up with Apple Inc. to produce the Nike+ product. Prepared by:

Harry Nguyen
Eric Au Thank you very much for your attention! The end!!! Competitors analysis SWOT analysis Recommendation Nike's logo and slogan are core branding elements.
Nike's logo is included in most of Nike's products except Michael Jordan. Brand images Perceptual maps Brand Images Running shoes => Sporty => Movement. Competitors analysis Sports equipments Casual fashion BAM Brand mantra Nike Sporty &
Emotion. Sports equipments and casual wears. Everyone
Sports players
Youth Brand awareness Nike spent an estimated $255 million to $260 million on sponsorships in 2008,from $240 million to $245 million in 2007.

Nike also spent $143.4 million on advertising in the first nine months of 2008 Brand awareness Brand mantra Nike Distribution Nike Distribution CBBE Nike a high awareness by customers as a high quality sport brand Nike is considered high technical performance sport brand. Nike is considered as being a symbol of status and a cool accessory in other people eyes Nike is considered high quality, technology and innovation Nike is strongly associated with a sense of achievement and ability to do anything. Nike’s customer loyalty is difficult to analyse. Some customers are loyal to Nike as a brand and most of the other customers are just loyal to part of the brand. Customers Based Brand Equity Nike mental map SWOT analysis
• Rank 25 in the Best Global Brand in 2011
• Strong Branding and name recognition (achieving 95.3% brand awareness)
• Proven Marketing strategy
• Consumer associate quality with the name
• Leader in Technology and Design
• Significant retail presence (674 Nike stores in 2009) STRENGTH •Higher product price
•Oversea manufacturing dependency
•Currency exposure WEAKNESS • Expansion into emerging markets
• Increased demand in product innovation
• Growing segment of women athletes
• Increase in the number of major sport events OPPORTUNITIES •Fierce competition
•Counterfeit being produced
•Accusation of unfair labour practices
•Economic recession THREATS Recommendations Issues Recomendations Global financial crisis.
Competitors signing up better sports celebrities.
Sports are not considered as fashion in asian cultures.
Nike is becoming generalist.
Copied innovation.
Accusation of unfair labor practices. Update business plans.
Be more creative in marketing campaign.
Expand more in asian market.
Create an unique culture.
Measure the cost to the brand for becoming a generalist.
Improve the quality of sweatshops. The end!!! Thank you very much 1955 1981 1964 1968 1971 1979 1980 1985 1988 1995 1998 1999 2002 2003 2004
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