Nike Marketing Model

APPLYING ABC MODEL IN THE MARKETING OF NIKE SPORT SHOES The Cognitive component of an attitude signifies what customer beliefs or disbeliefs about the brand based on the knowledge and perceptions acquired during a direct interaction with the object of attitude and having information from various sources related to the object. People who buy the products may believe that:
i. Nike is designed with the inclination towards sports and as such its products must have been made from quality materials for durability in view of the anticipated harsh sporting activities. ii. Being an American brand, Nike’s design will not disappoint as customers tend to equate American culture with something fashionable and current and that should be accepted by many

The brand image of Nike is personalization and freedom, which means marketers can take advantage of the brand position to change customer’s attitude to the one that depicts sophistication and excellence. Most of Nike advertisement strategies are associated with successful global sports personalities who not only are exceptional individuals but also aggressive with healthy outlook, a ‘can-do’ attitude and good personality. Nike only uses sports stars with these qualities to carry its name in its effort to build an appropriate brand attitude. E.g. Nike’s signing of Ronaldo in a number of its current advertising campaigns is in view of Ronaldo’s condensed vigor, good reputation, outstanding sports excellency level and exciting sporting spirit, which is in line with the way Nike wants to position its brand. The strategy used by Nike is very effective in influencing buyers’ feelings and convince them of the spirit of personalization and freedom if they were to associate themselves with Nike. Moreover, the ‘Just Do It’ slogan which is simple, clear yet colloquial also represents the kind of ‘sporting’ and life attitude Nike is trying to promote which includes being easy-going and freedom to do what is right as well as having the enjoyment of being able to do them. When consumers see and absorb these three letter words in their heads, they instinctively have changes in their cognitive attitudes which shows that the advertisements are effective and efficiently implemented in changing consumers’ beliefs and attitude towards the brand, just the way it was intended. With its long history of branding development, Nike has already formed a reliable and professional brand cognitive image, thus building its specific brand position and spirit of personality and freedom to appropriately