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Nike Brand Personality

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First thing that comes in mind, when a person sees a swoosh sign, is Nike. Power of swoosh sign is such that Nike does not have to mention its name anywhere, only the symbol is enough for audience to recall the brand name that is Nike. Nike is US based brand, established since 1971 and today has more than 15126 million of brand value offering wide variety of products lines such as equipment, apparel and core product that is shoes. Nike is world’s biggest athletic product provider and sponsor in sports (NIKE.INC).
Band elements are those elements which help a brand to differentiate from competitors and provide identification to a product. Elements include name, symbol or logo, color, music, slogan and characters. Brand elements of Nike include …show more content…

Positioning is the perception for a brand in minds on consumers (Keller 2008 p 120) hence Nike’s positioning is an athletic footwear, accessory or equipment which are designed for sports and made for athletes. Whereas Brand personality can be defined as the characteristics of human such as cool, energetic, boring, and sophisticated and others associated with a brand (Keller 2008 p 410) therefore brand personality of Nike can be defined as an energetic and sophisticated player of any sports who believes in playing and …show more content…

When launching in India, Nike focus was on basketball and tennis and positioned itself as premium niche brand. But soon they realize that Indian target audience was more towards cricket and there was heavy competitors in market therefore it changed its strategy and made its more affordable however was still a premium brand. To globally expand, Nike applied one company owned distributor and showroom franchising strategy worldwide which made the brand to maintain its availability. Franchising is a business expansion strategy in which franchisor provides license to franchisee to use its brand name and sell the products under terms and agreements. Today, Nike worldwide has more than 700 showrooms, 45 offices in different countries outside the United States and most of the factories located in Asia and other Middle East countries including China, Taiwan, India, Thailand, Vietnam, Pakistan, and Malaysia. (NIKE.INC)
Since 1990 till 20011 Nike has been accused for various human rights issues such as child labor, lower wages, over time laws, running sweat shops and abusive language used by supervisors in factories. Nike took severe actions to stop such activities in its factories and initiated various global campaigns such as Nike’s reuse a shoe program, Nike trash talk shoe and other environmental friendly campaigns to maintain its image as environmental friendly

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