It helped distinguish Nike from being a sports apparel brand to a brand that represented rebellion and youth. The answer to this question may have a lot to do with brand equity. While Nike has many positive brand associations, the brand has not been immune to unfavorable ones. A brand association is a mental connection between a brand and a concept. You can change your ad preferences anytime. What has to be mentioned is that Nike is associating its brand with famous athletic celebrities that have similar personality as the brand; they are achievers, winners, determinant, and accomplishment oriented, nontraditional. Among these strategies, athlete endorsements could be considered as the most significant success of Nike brand. If you continue browsing the site, you agree to the use of cookies on this website. It inspires customers to compete not with others but with themselves. (2016). The most famous example for brand association ever was the collaboration between Nike and Jordan, the association that personified Nike as a superior, achiever, successful and amazing top performing brand. The ones you create. www.HelpWriting.net is a really good site. Title Slide of NIKE Brand Associations Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Even with competitors trying to close the gap, Nike continues to come out on top. | aaker on brands. That could manifest itself in a customer as competing with laziness to become more active or pushing the limits internally to become a better athlete. According to Tuttle (2016), the sales for Adidas’ “Originals” line was up 60% in the first half of 2016 which contributed to the brand being 2016’s fastest growing brand in North America. Nike was the only sportswear brand listed in the ranking showcasing its high brand equity. Retrieved from https://www.prophet.com/downloads/books/AakerOnBranding_web.pdf, Nisen, M. (2013). They listened to athletes and designed shoes that satisfy their needs for high performance and durability. Jordan’s, Kobe’s, KD’s, LeBron’s, and Kyrie’s are all quite decent cash cows. Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike. How Nike solved its sweatshop problem. Nike undoubtedly possesses this element of brand equity (Aaker, 2014). With that being said, Adidas, Under Armour and Puma are using celebrity endorsers as well. I have done a couple of papers through ⇒⇒⇒WRITE-MY-PAPER.net ⇐⇐⇐ they have always been great! Nike has carved out this coveted space amongst its competitors in large part by the endorsements and partnerships it has developed over the years. Why Nike is losing its foothold on America’s sneaker market. Besides they didn’t follow the trends of other shoe maker like Rebook who used garments in the fabrication of their shoes instead of leather because it is more fashionable although it is less durable, Nike didn’t do so and they stick to using leather fulfilling their commitment to quality. As for now, Nike+ website. Spy-thriller escape by disgraced corporate titan embarrasses Japanese government, The Ivy Leagues Have Released 67 Free Online Business Courses For You To Take Right Now, The Gauntlet Growing Social Networks Face Just Got Harder, On Storytelling, Business, and Literature, SoFi’s CEO Talks Membership Strategy, Future of Fintech, Nikola Motor Company (NKLA), or how to build a $21.8 billion company with zero revenue. Nike Co-founder, Bill Bowerman emphasized this idea even more when he stated, “If you have a body, you are an athlete”. No public clipboards found for this slide, Gerente de marketing e conteúdo, Analista de SEO e Google Analytics na Jogue Tennis. Aaker on Branding 20 principles that drive success. Because of this marketing, customers are inspired to improve themselves and they see the Nike brand as a way to do that. Nike is clearly the incumbent in this industry; it’s been a market leader for a very long time. Although Nike remains the market leader in retail sneaker sales, the company should keep an eye on competitors like Adidas and Puma (Tuttle, 2016). Looks like you’ve clipped this slide to already. Negative associations such as sweatshops have been somewhat of a dark cloud over the brand. For example, since Tiger Woods and Nike cooperated, annual sales for Nike Golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement. David Aker, a specialist in marketing with a focus on brand strategy, defines brand equity as a set of brand assets and liabilities linked to a brand name and symbol, which add or subtract from the value provided by a product or service (Aaker, 2013).So let’s look at how the apparel and footwear mega-brand Nike built it brand equity to become what some regard as “the best sports brand ever”. is a great way to create a two-way conversation with consumers. Although the Adidas brand is reemerging as a top competitor, Nike still has LeBron James, Serena Williams and Michael Jordan as celebrity endorsers to help with the sneaker trend. First, Nike has a well established and strong brand identity with a well recognized and distinguished brand name and brand log, the swoosh. At a relatively cheap price-point of $110–130 for a superstar’s signature shoes, Curry’s have gotten a lot of attention. thanks. UA has seemed to focus on training-focused gear in the past, and has recently been gaining traction in basketball. If you wish to opt out, please close your SlideShare account. Turn Yourself Into a Guest Author. Performance-wise, the Curry line has been solid. To strengthen brand loyalty, the relationship between the brand and the customer needs to be rich, meaningful and consistent over time (Aaker, 2014).
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