Nike: The Challenges Of Branding In The Nike Company

1247 Words5 Pages
Contents
Introduction 2
Branding 2
Distribution 4
Product Changes 5
References 7
APPROACHES TO BRANDING - KNOWTHIS.COM 7
FAMILY BRAND OR UMBRELLA BRAND 7
NIKE, COMPETITIVE ADVANTAGES 7
ANON 7
LONGCHAMP, K., LONGCHAMP, K. AND PROFILE, V. 8
ANON 8

Introduction
In 1997, Nike spent $978 million on advertising and marketing promotion, this is because their brand visibility is the key driving future earnings growth. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike Inc. which means Goddess of victory in Greek, on May 30, 1971. Nike has created superior value and has become the very definition of sports by involving celebrities such as Michael Jordan, Paul Rodriguez Jr. and many more. The Swoosh, which was designed by Carolyn Davidson, is easily one of the most recognized brands in the world. It stands for athleticism, power, fitness, and many other aspects that the brand tries to integrate into their brand image.

Branding
The branding approach used by Nike is the family/umbrella branding approach. This branding approach places new products under the umbrella of an existing brand. Family branding does not mean that entire product mix of the company should go under a single brand name, for example; Godrej is a family brand. Several product lines of the company and several products in each line go under the brand name Godrej such as locks, steel cupboards etc. the company
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