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Sanisah - 2019376707 - Brand Analysis - Nike
Sanisah - 2019376707 - Brand Analysis - Nike
FACULTYOFBUSINESSANDMANAGEMENT
UNIVERSITITEKNOLOGIMARA
(UiTM)CAWANGANSELANGORPUNCAKALAM
BA240–BACHELOROFBUSINESSADMINISTRATION(HONS)MARKETING
MKT539BRANDMANAGEMENT
BRANDANALYSIS:NIKEBRANDACTIVISM
PREPAREDBY:
SANISAHBINTIRUWIYAH
2019376707(NBM5A)
PREPAREDFOR:
DR.NORZEHANBINTIABUBAKAR
SUBMISSIONDATELINE:16JANUARY2022
TableofContent
AboutNike 2
IdentificationofSymptom 3
Differentialeffect 3
Brandknowledge 3
Consumerresponsetomarketing 3
ProblemStatement&Analysis 4
Identification&EvaluationofAlternatives 4
2017 4
2018 5
2020 5
Conclusion 7
References 8
Appendices 9
1
AboutNike
Started under the name Blue Ribbon Sport (BRS) and developed
by
University
of
Oregon
track
athlete
Phil
Knight
and
his
coach
Bill
Bowerman
on
January
25,
1964,
the
Nike
brand
underwent
several
evolutions
before
finally
being
known
as
Nike,
Inc.
on
May
30,
1971.
The
brand is engaged in the design, development, manufacturing and marketing and sales of
sports shoes, sportswear, sportswear accessories and Nike brand related services
worldwide
(Nike,
Inc.,
n.d.).
In
2018,
the
company
was
ranked
89th,
on
the
Fortune
500
list
of
American
companies.
The
company
is
also
listed
as
the
most
influential
brand
in
sports
in
2020.
Using
the
tagline
“Just
Do
It”
and
the
Greek
god
of
success
as
the
logo,
the
company
hasemployed76,700peopleworldwideasof2020.
The
Beaverton,
Oregon
based
company
doesn't
need
to
be
introduced
anymore.
If
you
don't
know the Nike brand, you can take a look
at
the
line-up
of
world-renowned
athletes
that
it
sponsors,whetherit'sgolf,basketball,footballorskateboarding.
Adidas is Nike’s
biggest
competitor
based
on
estimated
financial
revenue
FY2020,
number
ofemployeesworldwide,numberofTwitterfollowersandbrandvaluation.
RevenueFY2020
$37.4b $22.6b
Source:https://craft.co/nike/competitors
2
IdentificationofSymptom
A
brand
is
not
a strong
brand
if
it
is
still
lacking
behind
it’s
competitor’s
brand,
at
least
by
the
metric mentioned below as in the textbook (Keller, 2013, #). Identifying competitors and
conducting
a brand
analysis
before
devising
a strategic
plan
could
help
to
identify
your
brand
resonance.
Differentialeffect
Strong
brands
easily
stick
in
a customer’s
memory,
as
these
brands
are
often
different
from
other brands. Customers can distinguish a strong brand when they easily respond to the
brand’s marketing activities, for example the Nike logo is more easily recognizable even
when their logo is seen at a glance. So
they
have
no
big
problem
getting
a reaction
when
appearing on social media like Facebook even though there are many other brands
appearing
in
the
feed
on
an
ad
or
paid
basis.
The
proof
is,
Nike’s
Twitter
account
has
double
followersthenAdidas.
Brandknowledge
Next, Nike customers are more familiar with the history of the Nike logo than Adidas
customers. One of the reasons Nike uses a logo that is very much associated with a
competition, to choose the fastest, swoosh.
Nike
was
taken
in
conjunction
with
the
winged
Greek goddess of victory and the tagline “Just Do It” is also very simple but interrelated,
making it so easy to remember. Meanwhile, Adidas is a combination of the name of its
creatorfromGermany,AdolfDassler.
Consumerresponsetomarketing
The
value
of
the
Nike
brand
proved
to
be
several
times
higher
than
the
Adidas
brand,
as
a
strong brand is easier to
gain
the
trust
of
investors,
and
even
customers
are
more
likely
to
spendtheirmoneyinresponsetopromotions.
3
ProblemStatement&Analysis
How Nike manages its brand by supporting social issues and making it as an effective
marketingstrategy,andwhyotherbusinessesshouldemulateNike’smove.
Identification&EvaluationofAlternatives
2017
Nike produced an equality campaign featuring black athletes along with actor Micheal
Jordan
discussing
equality
in
sports
and
in
the
broader
world.
Again
in
the
same
year,
Nike
produced another campaign ‘What will they say about us” featuring five Middle Eastern
womenpushingsocialnormstosucceedinsportssuchasboxingandskateboarding.
4
2018
Nike
launched
the
most
controversial
campaign
Dream
Crazy
with
Colin
Kaepernick.
Colin
is
famous for being active, particularly taking
a knee
before
NFL
games
during
the
American
nationalanthemtoprotestpoliceviolenceagainstblackpeople.
The campaign caused a negative reaction as many people think that Nike should not
support controversial figures like Colin. Hashtags like #nikeboycott and #boycottnike was
mentioned alongside #nike and #justdoit, gathered more than a billion impressions and
extreme videos of people destroying and burning Nike’s product was trending on social
media.
But
the
social
cause
that
Nike
is
supporting
is
mattered
and
as
many
people
negatively
act
to
it,
many
people
support
Nike’s
decision
as
well.
As
A result,
Nike
reached
its
all-time
high
on
the
stock
market
and
made
$6
b after
ten
days
of
the
campaign.
The
public
saw
Nike
as
a responsible brand for promoting social causes which not many businesses are brave
enoughtotalkabout.
2020
During
the
pandemic,
Nike
worked
to
keep
people’s
spirits
high
by
producing
several
ads.
In
April Nike released “Play for the World” to stress the need
for
social
distancing.
Within
an
hour, a number
of
athletes
including
Christiano
Ronaldo
and
Tiger
Woods
repost
it
on
their
5
social
media
channel.
Then
in
May
Nike
composed
another
inspiration
for
people
to
endure
thetoughtimesfeaturingseveralsportstriumphs.
6
Conclusion
From
the
article,
it
can
be
concluded
that
Nike
has
managed
to
bring
its
brand
to
a class
of
its
own
by
using
the
narrative
of
social
problems
effectively.
As
a brand,
Nike
was
seen
as
a
responsible brand and not just a profit-oriented business entity. Nike brand activism has
boosted
the
value
of
the
brand
and
not
just
their
business
profits.
Although
some
campaigns
received
severe
criticism
that
plunged
its
share
price
and
boycott
threat,
in
a short
period
of
time Nike managed to re-stabilize its share price. This proves that today's customers are
more concerned with brands that are concerned with the current situation, including
sympathizingwithsociety'sproblems.
Other businesses should emulate Nike’s
move
as
the
move
seems
to
guarantee
a win-win
situation
for
businesses
and
customers
for
a long
time.
In
simple
language,
kita-jaga-kita.
In
addition
to
encouraging
customers
to
be
brand-loyal,
businesses
like
this
can
be
expected
to
voice social problems that cannot be handled
well
by
the
government
thereby
stabilizing
a
country’ssituation.
7
References
Nike,Inc.(n.d.).Wikipedia.RetrievedJanuary16,2022,from
https://en.wikipedia.org/wiki/Nike,_Inc
TopNikeCompetitorsandAlternatives.(n.d.).Craft.co.RetrievedJanuary16,2022,from
https://craft.co/nike/competitors
SejarahArtiDanMaknaLogoPalingTerkenalDiDunia.(2019,May18).SpiritApparel.
RetrievedJanuary16,2022,fromh
ttps://www.spiritapparel.co.id/sejarah-arti/
Keller,K.L.(2013).S
trategicBrandManagement:Building,Measuring,andManaging
BrandEquity.Pearson.
Eyada,B.(2020).BrandActivism,therelationandImpactonConsumerPerception:ACase
StudyonNikeAdvertising.InternationalJournalofMarketingStudies,1
2(4),30.
10.5539/ijms.v12n4p30
Veloutsou,C.,&Delgado-Ballester,E.(2018).NewChallengesinbrandmanagement.
SpanishJournalofMarketing,2
2(3),254-271.https://doi.org/10.1108/SJME-12-2018-036
8
Appendices
Figure1:Logoevolution
Figure2:SomeathletesandsportssponsoredbyNike
Figure3:Nike’sproductslineup
9
Figure4:NikevsAdidas
10
Figure5:Nike’sOfficialTwitterAccount
11