The Effectiveness of Nike Brand Marketing - Research Paper Example

The degree of control , these brands promotion strategies, as well as the way they synchronize and complement, has assured Nike’s dominance in its industry today.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.Nike in its overall organizational strategy – from product development to sales and promotions – is unique in comparison with all the rest of the major players in the footwear and related industries. An exclusive investigation of the organization’s case will yield an in-depth insight in regard to the innovative strategies that characterize not just the organization, but the whole industry today.

And so, although a comparative study with other companies such as Adidas or an analysis of the entire industry holistically would unarguably reveal important strategic differences, focusing on Nike will have the benefit of comprehensively identifying specific innovations and the business model that have made Nike as a brand a success.