Nike brand audit

Nike’s story

Began in 1964 as Blue Ribbon Sports

Renamed Nike in 1978, after the Greek Goddess of Victory

Headquartered in Beaverton,

Oregon

Nike’s story

No. 25 Brand in the world

No. 1 in Performance Sportswear

Brand evaluated at $14.5B

Today

=Wing of statue of Nike

Nike’s story

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Nike’s story

From this

Nike’s story

to this.

Nike’s story

Nike’s storyThe Competitive Landscape

33% 22% 8% 3%

Nike’s story

Target Consumers

Primary• Young Males, 18-35

• Independent

• Discriminating

Secondary• Males, 35-60

• Fatherly

• Indulgent

Emergent• Females, 18-35

• Rebellious

• Single-minded

Yuppie Buy-me Dad Tomboy

Nike’s story

Purchase Motivations

Primary• Young Males, 18-35

• Independent

• Discriminating

Yuppie

Image

Performance

Quality

Nike’s story

Secondary• Males, 35-60

• Fatherly

• Indulgent

Buy-me Dad

Purchase Motivations

Child Satisfaction

Nike’s story

Emergent• Females, 18-35

• Rebellious

• Single-minded

Tomboy

Purchase Motivations

Image

Performance

Quality

Nike’s story

Subsidiaries

Brand extensions

Nike’s story

Subsidiaries

• Prestigious Dress Shoe Brand

• Manufactures Other Luxury Leather Goods as Well

• Recently incorporated Nike Air-Sole Technology for better comfort

Nike’s story

Subsidiaries

• World-renowned brand for soccer apparel

• Official partner of English national football team

Nike’s story

Subsidiaries

• Immediately Recognizable Legacy Brand

• Former market leader in basketball shoes

• Currently being remodeled into a street fashion brand

Nike’s story

Subsidiaries

• Premium brand for skateboarding footwear

• Prized for its lightness and comfort, compared to competitor brands

• Also has beachwear

Nike’s story

Brand extensions

Nike+ • Line of Support Technology products for use in sports

• Developed in partnership with Apple

• Includes line of Nike-branded iPods designed for running

Nike’s story

Brand extensions

Air Jordan • Brand of performance sportswear and footwear inspired by Michael Jordan

• Jumpman logo is one of world's most recognizble

• Launched the Athlete-as-Brand concept, carried through into today

Nike’s story

Brand extensions

Nike Skateboarding • Nike's attempt to break into the skateboarder counterculture

• Colors are often quite loud and attention-grabbing

• Regularly releases limited Collector's Edition SKUs to induce completionism and compulsion to buy

Nike’s story

Brand extensions

• Nike's line of high-performance golf products, including its own line of clubs

• Not to be confused with the subbrand of Tiger Woods

Nike’s story

Brand extensions

• Brand of ice and field hockey equipment formerly owned by Nike

• Bauer was sold off in 2008

Nike’s story

Athletes-as-Brands

• Nike's marketing strategy is to create brands out of athletes, and then to have those athletes represent what Nike itself is about.

• These athletes become so recognizable, they reach "one-name status", meaning mentioning them by their first names alone will register immediate recognition.

Nike’s story

For Example

Kobe LeBron Roger Tiger Rafa

Nike’s storyand of course

Michael

Nike’s storyAs brands themselves, brand athletes

have their own logos

Nike’s storyhttp://www.youtube.com/watch?v=liHWygx8bSw - Lebron

http://www.youtube.com/watch?v=liHWygx8bSw

http://www.youtube.com/watch?v=WSqBqJALv14

http://www.youtube.com/watch?v=mulAi7cno2Y

http://m.youtube.com/index?desktop_uri=%2F&gl=PH#/home

http://www.youtube.com/watch?v=UG18vhRjGLI&feature=related

and all have their own advertising campaigns

Nike’s storyhttp://www.youtube.com/watch?v=liHWygx8bSw - Lebron

which are usually run by Nike's Agency of Record.

• Relationship with Nike since its establishment in 1982

• Named Agency of the Year by AdAge in 2010

• Corporate offices in Tokyo, New York, London, Amsterdam, Delhi, Sao Paulo

• Head office near Nike's, in Portland, Oregon

GreatnessExcellenceSuperiority

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Nike’s story

SuperstarMost of all,

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Nike’s story

Nike’s storyStrengths

Weaknesses

Opportunities

Threats

• Extensive visibility through brand-athletes

• Supreme confidence in branding message

• Almost limitless resources for product development

• Allegations of poor corporate social responsibility

• Strong stance of M&A by main competitor Adidas of lesser brands

• Capital-intensive marketing initiatives

• Diverse portfolio

• Occasional mistakes in athlete selection

• Constant influx of potential Nike athletes and teams provides regular brand refreshing

• Emerging brand equity with women

Nike’s storyRecommendations

• Leverage emergent women's market with more female brand-athletes

• Engage in more community-centered activities, such as fitness programs for children, to boost corporate social responsibility

• Consider purchasing smaller players in the market to reduce playing field