Sport Brand Loyalty Case Study

Nike and their Just Do it slogan is one that is very known throughout the world. Nike is a fortune 500 company. Nike is a major company in sporting products and has put a lot of time in developing the company reputation in reliable and good quality. Nike is very smart in marketing their products to the general public. They use all types of methods to get the company to attract consumers.

2.0 Competitor Analysis The industry that Under Armour is involved with is extremely competitive, with competing against big names such as Nike or Adidas. Although it’s hard at the beginning, but customers want to have the highest quality apparel therefore they turn to Under Armour. Under Armour stays in the competition by having high quality products, and also by signing endorsements deals with major athletes (Owusu, 2017). By having major athletes represent Under Armour, means the company will be bringing in "big money" because they will bring up the brand’s popularity. The major competitors in this industry are of course inclusive of big names such as Adidas, Nike, Dick’s Sporting Goods and Puma.

Thus, the aim of the paper is to trace the popularity of sports in the United States rooted in its history, promoted by the political and economic changes, highlighted by the educational purpose, and grown up by the society 's needs. Historical, political, economic, and technological development, diversity of the US population, great attention to sports in the US educational system and mass media have caused great popularity of sports in the United States.

It helps Nike to increase its economic value creation. For example, Appendix C shows that Nike’s pre-tax income continually increased, and attained $4,205 million in 2015 (Nike, 2015). Nike’s ability in celebrity endorsements and product design is rare. No other sports brand in the world, has such a large number of celebrities from sports using its product in public. Moreover, Nike’s air cushion technology innovation always maintained a leading and monopoly (Nike, 2015).

In this paper we have discussed the winning strategy of Nike. Nike a global leader in sporting goods industry has established a strong position for enhancing athletic life style. Its brand strives to capture and deliver ‘authentic athletic performance’ across thousands of sports and fitness products. Founded by Bill Bowerman and Phil Knight in 1970s, it is the number one sports manufacturer in the world that offers a wide range for choice for individuals ranging from sports equipment, athletic shoes to clothes. Selling well-designed and very expensive products, Nike is positioned as a premium brand.

in was founded on 1960’s on Beaverton, Oregon its initial founders are blue ribbon sports . Since its foundation the company was characterized by the rapid growth and development..The main mission of the company was to gain a larger share of the market . In the first decade of its existence they attracted leading sportsmen for advertisement campaigns . Steve Prefontaine, an American record holder, and John McEnroe were the first ambassadors of Nike . by involving popular sportsman and adding it up with new technology’s such as air technology which helped in growing their popularity in USA.

Nike is the biggest and most popular company when it comes to sports, closely followed by adidas. Nike releases many commercials in order to stay on top of their business and bring in more money. One of the best soccer related commercials they have made is ¨Winner Stays On¨.It is a sports commercial made in attempt to attract more people to purchase their soccer gear. This commercial could appeal to any soccer player or aspiring professional athlete because it revolves around the game of soccer they are playing to determine which team gets to stay. The phrase winner stays on is commonly used in all sports as a way of competing against each other.

Through this it has been projected as a high value brand with best in class offering. Brand Communication Red Bull has been positioned as an unique and innovative product which targets the the consumers which share the same state of mind . They may be from different demographics but they all drive to suceed, are dynamic, risk takers, physially fit, can handle stress and the DOERS. The brand communicatio through various modes of advertising, PR, ATL, BTL conveys this underlying message to the audience. Different modes of Brand Communication have been discussed below: Advertising Red Bull’s advertising campaign revolves around the slogan Red Bull gives you wings.

In comparison to Nike’s closest competitor, Adidas, the figures are miles apart, in 2014 Adidas spent around €2 billion ($2.7 billion in 2014) on marketing. (www.warc.com, 2014) This is a full $300 million in the difference and contributes to Nike’s successes in marketing itself. Advertisement  The money Nike spends on advertisement is wide-ranging in terms of the different ways the brand is advertised. The most prominent way Nike do this is in local stores, for example in JD sports, not only do JD sports carry the Nike product, but the Nike product is very often displayed in the window of the store, this means it is the first product the consumer sees before entering the store and thus is in their mind when they are looking around the store. Another example of Nike advertisement in effect is the placement of products on social media, Nike pay multinational corporations like Facebook, Instagram, Twitter and Snapchat amongst others to display their products to users of the social media website, this gives Nike the exposure to show off their products to consumers and boost their sales.

Introduction In this day and age sports sponsorship is a strategic relationship between businesses (b2b) where both sides seek a mutual benefit. Through this each business’s brand is equally crucial to the success of the relationship and is commonly described as a partnership through co-branding (Farrelly and Quester 2005a). However, each side of the relationship tends to place emphasis on two specific gains, from the perspective of the sponsee they seek to gain the greatest benefits/compensations for the sponsorship while the sponsor seeks to enhance their corporate brand image (Javalgi et al 1994). Furthermore the sponsor’s use sports events and organizations in order to enhance the customers and stakeholders perception of their brand in