We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

The Effectness of Nike Brand Marketing - Essay Example

Comments (0)
Summary
This study has been undertaken to determine the efficacy of Nike’s brand promotions. Using the descriptive model of the qualitative method of inquiry, this paper has identified and explained five important and effective promotional tactics employed by the company through the years…
Download full paper
GRAB THE BEST PAPER
The Effectness of Nike Brand Marketing
Read TextPreview

Extract of sample
The Effectness of Nike Brand Marketing

Download file to see previous pages... From this study it is clear that the Nike brand name and its swoosh logo is perhaps one of the most recognizable throughout the world along with those of Coca-Cola, Disney and Microsoft. Its products are greatly performing and currently, the brand is the market leader of its industry. The most recent market report places Nike comfortably ahead of Adidas, its closest competitor, with a 36 percent global sales as opposed to the latter’s 21.8 percent. Willigan credits much of this success to the fact that Nike is a champion brand builder, with its promotional slogans like “Bo Knows,” “Just Do it’” and “There Is No Finish Line,” -among others distinctive mantras- have moved beyond advertising into popular expression, demonstrating the extent of Nike’s intrusion in many people’s consciousness and how it has evolved.As the paper outlines Nike’s history demonstrates a development and emergence of a quintessential  company. It was started by Philip Knight in his mother’s bathroom back in 1962 with the name Blue Ribbon Sports. From then until 1971, the “start-up” company was a fledgling player in the shoe industry. The year after, however, would radically change the fate of the shoe manufacturer. When William Bowerman, then a running coach at the University of Oregon, presented to Knight how a piece of malleable rubber on a waffle iron could actually enhance running performance, Knight took this presentation to heart, and Nike was born....
(MSNBC 2008) Willigan (2009) credits much of this success to the fact that Nike is a champion brand builder, with its promotional slogans like “Bo Knows,” “Just Do it’” and “There Is No Finish Line,” -among others distinctive mantras- have moved beyond advertising into popular expression, demonstrating the extent of Nike’s intrusion in many people’s consciousness and how it has evolved. Background Nike’s history demonstrates a development and emergence of a quintessential company. It was started by Philip Knight in his mother’s bathroom back in 1962 with the name Blue Ribbon Sports. From then until 1971, the “start-up” company was a fledgling player in the shoe industry. The year after, however, would radically change the fate of the shoe manufacturer. When William Bowerman, then a running coach at the University of Oregon, presented to Knight how a piece of malleable rubber on a waffle iron could actually enhance running performance, Knight took this presentation to heart, and Nike was born. Pinxten and Preckler (2006) chronicled this pivotal presentation: By attaching such a cushioning piece of rubber to the sole of the shoes, they would become both lighter in weight and more durable. In twelve years sales rose from $2 million in 1972 to $919 million by 1984. (p13) From the earliest stage of Nike’s history, promotions have been a fundamental part of its operations. This is best represented by the choice of Nike – the name of the Greek winged goddess of victory – as well as the swoosh logo, which, for its part, was designed largely for aesthetic purposes. This was, according to Gereffi and Korzeniewicz (1994), an ...Download file to see next pagesRead More
Comments (0)
Click to create a comment
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Analysis of Advert
Consumer behaviour can be defined as reflection of consumer’s decisions in regards to consumption, acquisition and also dispositions of goods and services, experiences, activities and ideas mad by human decision unit. Thus consumer behaviour mean more than the feeling involved with the consumer on buying tangible products like automobiles or bath soaps (Hoyer, & Macinnis, 2008, p.
10 Pages(2500 words)Essay
Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy
IMC booms in the 1990 due to the overloading information of sales messages that decrease its impact to the consumers. In retrospect, marketers view traditional media, sales promotion, direct marketing, and public relations as different entities with distinct purposes.
5 Pages(1250 words)Essay
Case study of a company
Over the years, Nike has been one of the most popular brands around the world (Davis, 2010). The exposure that Nike enjoys around the world for their sporting brands are so high that most people can easily identify the brand. The success of Nike's branding drive is so glaring that most people it provides an exemplary platform for other businesses emulate and attempt to re-produce and recreate.
16 Pages(4000 words)Essay
Marketing for Nike - Questions
More specifically, between 1985 and 2005 AMA’s definition of marketing represented the key roles of marketing, i.e. ‘the conception, pricing, promotion and distribution of ideas, goods and services’ (Ferrell 2012, p.7). Through the above roles marketing was expected to cover the needs of individuals and organizations (Ferrell 2012).
5 Pages(1250 words)Essay
Marketing Principles
The company uses different marketing strategies to market its products to different people. Elements of the marketing mix such as price, place, promotion and product are very important when marketing a particular product. These aspects shape the people’s perceptions towards a certain product.
15 Pages(3750 words)Essay
Marketing principles
Social Factors 9 D. Technological Factors 9 V. Segmentation 9 VI. Buyer Behavior, Pricing 10 Works Cited 11 I. Introduction This paper examines key marketing principles applied to a real company, in this case Nike. Included is a discussion of the 4Ps of marketing for Nike, marketing costs and kinds of activities tied to marketing, PEST analysis, targeting and segmentation methods/strategies, effect of buyer behavior on Nike marketing and sales strategies, pricing and how that reflects on market realities and Nike's business objectives, and the role of promotions in the marketing mix for Nike (Mind Tools; Ettenson, Conrado and Knowles; Ehrnke et al.).
8 Pages(2000 words)Essay
Advertising campaign
The author states that the advertisements carried through this campaign were hilarious, while pleading consumers to take responsibility of their physical fitness. This caused a mind-set change in the customers that favored the adoption and buying of the shoes. Through Nike’s high class planned campaign, the customers will crave more for the goods.
9 Pages(2250 words)Essay
Discuss the Marketing Mix and how it is central to the process of marketing. In your answer explain each of the four Ps (tools) used in the Marketing Mix and illustrate with examples
The example of this is a product from Nike, which could include the Nike shoes that are appreciated by the sportsmen and women of all ages (Lazer 1971). Marketing mix is
2 Pages(500 words)Essay
SAM 344 UNIT 6
The shoes products produced by Nike are vital as various people wear them. For instance, sport and athletes wear the shoes while participating in
1 Pages(250 words)Essay
Marketing Mix Project
The formula of success is the implementation of marketing campaigns that display great products at reasonable prices. To get better return from the marketing investments, it
6 Pages(1500 words)Essay
Let us find you another Essay on topic The Effectness of Nike Brand Marketing for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us