Chapter 7: Branding and Brand Equity
Nike and how they developed a brand
​Understanding Your Audience:
Nike's target demographic has always been athletes, both professional and amateur. They understand the aspirations, passion, and commitment that goes into sports. This understanding led to their slogan "Just Do It", inspiring many to persevere in their athletic endeavors.
Define Your Brand's Mission and Vision:
Nike's mission is “To bring inspiration and innovation to every athlete in the world.” The asterisk denotes Nike's belief that everyone is an athlete, reinforcing their vision to connect with a broad audience beyond professional athletes.
Craft a Unique Value Proposition (UVP):
Nike positions itself not just as a sportswear brand but as a lifestyle and inspiration. Their collaborations with top athletes like Michael Jordan resulted in the iconic Air Jordan sneaker line. The UVP here is the blend of top-notch performance wear, innovative design, and cultural significance.
Design Elements:
The Nike Swoosh is one of the most recognizable logos in the world. It's a symbol of motion and speed and represents the wing of the Greek goddess Nike, symbolizing victory. Their consistent use of this symbol, coupled with a minimalistic approach, has made it iconic.
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Brand Voice and Personality:
Nike's brand voice is motivational and empowering. They've often emphasized overcoming challenges through their campaigns, such as the "Find Your Greatness" campaign which encouraged everyone to find their own moment of greatness. They're both aspirational (targeting top-tier athletes) and inclusive (reaching out to everyday sports enthusiasts).
Build and Nurture Relationships:
Nike engages its audience with community-building initiatives, such as the Nike Run Club. They've also been responsive to criticisms and changing societal values. For instance, in their endorsement of Colin Kaepernick and his stance against racial injustice, Nike took a bold step in line with their brand philosophy of standing up for what you believe in.
Stay Consistent, But Evolve:
Nike has always been about athletic excellence, but they've continuously evolved to align with contemporary culture. They've introduced sustainable product lines like "Nike Flyleather" and have continually innovated with technology, such as the self-lacing shoes from "Back to the Future".
In all these steps, Nike exemplifies a brand that deeply understands its audience, communicates its values clearly, and is not afraid to evolve while remaining true to its core ethos.
