NIKE

A Brand Analysis Presentation

 Brand History of NIKE
• Philip Knight and Bill Bowerman founded Blue Ribbon Sports in January
1964

• The logo Swoosh was first used in June 1971 and was registered with the
U.S. Patent and Trademark Office on January 22, 1974

• At the 1972 U.S. Olympic Trials, the Nike brand was promoted for the first
time.

• It officially became Nike, Inc. in 1978.

 Brand History of NIKE
• Romanian tennis personality Ilie Nastase was the first professional athlete
who endorsed NIKE shoes

• In 1977, Frank Rudy, an aerospace engineer, teamed with Nike to create

the first Air-Sole units

• In 1980, Nike went public.

• The year 1984 saw the signing of basketball megastar Michael Jordan to
an endorsement contract followed by the 1985 release of his signature
shoe - the Air Jordan.
 The NIKE market in India
• Nike entered India in June 2004, about six years after its main competitor
Adidas.
• Nike stands third with a 15% share in the Rs 1,100 cr Indian footwear and
apparels market behind Reebok (40% share) and Adidas(20%)
• In 2005, Nike wrested the rights to become the official kit sponsor for the
Indian cricket team for the next five years, beating arch-rivals Reebok and
Adidas
• It paid Rs 196 crore (Rs 1.96 billion) to the Board of Control for Cricket in
India. Nike's sponsorship of the national cricket team coincided with a 40%
boost in revenue last year
• In addition to monobrand stores, it has presence through 150-odd multi-
brand stores and over 600 mom-and-pop stores. It has plans to add
another 75 mono-brand outlets.
Reasons for Purchase of NIKE in India
21%

34%

style
brand factor
brand association
comfort

33%
12%
 NIKE products

Shoes Accessories
Apparels
Training Football
T-shirts
Tennis Sippers
Tracks
Football Studs Caps
Shorts
Basketball Wrist Bands
Jerseys
Running Back Packs
 SOPHISTICATION
SOPHISTICATION
upper
upper
class
class
good
good
quality
quality
Brand Personality

PERSONALITY of
BRAND

NIKE

COMPETENCE
COMPETENCE
successful
successful
reliable
reliable
 
 Brand Identity Prism - NIKE
Physical product Personality
Sports and Like Jordan, Woods…
fitness

Relation Culture
Sponsorship, American
Ethics Just do It!

Reflection Self image

Aggressive, Cool
Provocative, ”Athlete”
In-your-face
 Brand Associations
• People associate NIKE with its logo Swoosh

• A big arsenal of superstars such as Roger Federer, Michael Jordan, LeBron

James, Maria Sharapova, Venus and Serena Williams, Tiger Woods,
Christiano Ronaldo and the list of never ending sporting superstars are
associated with the brand

• NIKE is also associated with various sporting teams such as Manchester

United, Arsenal, Juventus, Brazil National Football team and also the
Indian national cricket team
 Creating Value for Customers
• Nike now provides customized shoes to its customers. It also allows them
to customize their shoes online through its company website
• A company called Planar has installed touch-screen systems in Nike Stores
to allow customers to build their own shoes
• The quality offered by NIKE is very superior as compared to other brands.
It produces high quality product at the lowest price
• NIKE has introduced innovations by using cutting edge technology – NIKE
has teamed up with i-pod line of products along with its training shoes.
This technology allows customers to connect their i-pod devices to sensors
inside the shoes to record speed, distance,pace, calories burned, etc.
• The brand follows a very smooth policy for correcting any manufacturing
defect as well as an exchange policy
Comparison of NIKE sales in the world

Comparison of Annual Revenue

10
2001 Annual Sales (In Billions)

0
Nike Fila Reebok New Balance Adidas

Corporation
Reasons behind NIKE’s success
A Brand Analysis Presentation
By

Sonal Bangia - 178

Sushrut Kokane - 185
Sumit Dasgupta - 181