Brand Corporate Identity

 Myra Elida Binti Abd Azis / 0358516

MKT62404 / Brand Corporate Identity

Module Information Booklet

Lectures


Task 1 : Breaking Brand

Research on NIKE

A) Brand Profile

1. Description

1.1 Summary Description

Nike is a global leader in athletic footwear, apparel, and equipment, renowned for its innovative products and compelling marketing. Founded in 1964 as Blue Ribbon Sports and rebranded as Nike in 1971, the company has become synonymous with performance, style, and inspiration. Its iconic "Swoosh" logo and "Just Do It" slogan are recognized worldwide.​

1.2 Target Market/Audience

Nike targets a diverse audience, primarily focusing on individuals aged 15 to 45, including:
  • Athletes and Sports Enthusiasts: Individuals engaged in various sports seeking performance-enhancing gear.
  • Fitness-Conscious Consumers: People interested in maintaining an active lifestyle.
  • Fashion-Conscious Youth: Younger demographics influenced by streetwear trends.
  • Professionals and Urban Dwellers: Those seeking stylish and comfortable athletic wear for daily use.​
1.3 The Offer

Nike offers a wide range of products, including:​
  • Footwear: Running shoes, basketball sneakers, casual wear, and specialized sports shoes.
  • Apparel: Performance clothing, casual wear, and accessories.
  • Equipment: Sport-specific gear and accessories.
  • Digital Services: Nike Training Club and Nike Run Club apps for fitness guidance.​
1.4 Specific Benefits
  • Performance Enhancement: Innovative technology in products to improve athletic performance.
  • Style and Trendsetting: Fashion-forward designs appealing to various demographics.
  • Brand Prestige: Association with top athletes and global events enhances brand image.
  • Community Engagement: Platforms and events that foster a sense of belonging among consumers.​
2. Brand Value

2.1 Retailer’s Perspective

Retailers view Nike as a high-demand brand that drives significant foot traffic and sales. Its marketing campaigns and product launches often lead to increased consumer interest and revenue.​

2.2 Customer’s Perspective

Customers perceive Nike as a brand that delivers quality, innovation, and style. The emotional connection fostered through storytelling and endorsements enhances customer loyalty.​

3. Brand Positioning

3.1 Why This Brand & Not Competition

Nike differentiates itself through continuous innovation, high-quality products, and powerful marketing. Its association with elite athletes and commitment to social causes resonate with consumers seeking both performance and purpose.​

3.2 How it positions itself towards the target market

Nike positions itself as a brand that empowers individuals to achieve their potential, regardless of their athletic ability. Through motivational messaging and inclusive campaigns, it appeals to a broad audience.​

3.3 Who are the Competition
  • Adidas: Known for its stylish designs and collaborations.
  • Under Armour: Focuses on performance apparel and gear.
  • Puma: Combines sports and lifestyle products.
  • New Balance: Emphasizes comfort and fit, with a growing presence in lifestyle segments.​
4. Unique Selling Proposition (USP)

Nike's USP lies in its fusion of performance innovation and cultural relevance. By consistently delivering cutting-edge products and engaging narratives, Nike inspires consumers to push their limits.​

B) Expanded Brand Profile

1. Description

1.1 Founder

Nike was founded by Bill Bowerman and Phil Knight in 1964.

1.2 Location

Nike's headquarters are located in Beaverton, Oregon, USA.​

1.3 Logo/Logo Evolution

The iconic "Swoosh" logo was created in 1971 by graphic design student Carolyn Davidson. Originally representing motion and speed, the logo has become a symbol of athletic excellence and innovation.

2. Benefits
  • Technological Innovation: Products like Nike Air and Flyknit enhance performance.
  • Brand Prestige: Association with top athletes and events adds value.
  • Community Building: Apps and events foster a sense of belonging.
  • Sustainability Efforts: Initiatives like "Move to Zero" aim for zero carbon and waste.​

3. Target Market/Audience

3.1 Geographic Segmentation

Nike operates globally, with a strong presence in North America, Europe, Asia-Pacific, and emerging markets. Urban areas with a high concentration of youth and sports enthusiasts are key markets.​

3.2 Demographic Segmentation
  • Age: Primarily 15-45 years old.
  • Gender: All genders, with specific product lines catering to each.
  • Income: Middle to high-income individuals.
  • Occupation: Students, professionals, athletes, and fitness enthusiasts.​
3.3 Psychographic Segmentation

Nike targets individuals who value fitness, achievement, and self-expression. These consumers are often trendsetters, motivated, and socially conscious.​

3.4 Behavioural Segmentation

Nike appeals to consumers seeking quality, innovation, and brand prestige. Loyal customers often engage with the brand through repeat purchases and participation in brand communities.​

4. Competitive Differentiation

Nike differentiates itself through:​
  • Innovation: Continuous development of performance-enhancing technologies.
  • Marketing Excellence: Compelling storytelling and endorsements.
  • Product Diversity: Wide range of products catering to various sports and lifestyles.
  • Global Reach: Strong international presence and cultural adaptability.​

5. Pricing

Nike employs a premium pricing strategy, reflecting the quality and innovation of its products. Occasional discounts and outlet stores make products accessible to a broader audience.

6. Distribution
  • Nike's products are distributed through:​
  • Owned Retail Stores: Nike Town and Nike Factory Stores.
  • E-commerce Platforms: Nike's official website and mobile apps.
  • Third-Party Retailers: Sporting goods stores and department stores worldwide.
7. Brand’s Positioning Statement

"Nike inspires and empowers every athlete in the world to push beyond their limits through innovative products and compelling storytelling."​

8. Brand’s Voice

Nike's brand voice is motivational, bold, and inclusive. It communicates empowerment, determination, and the pursuit of excellence.​

9. Brand’s Communication Strategy
  • Nike leverages a mix of traditional and digital media, including:​
  • Advertising Campaigns: High-impact visuals and storytelling.
  • Social Media: Engaging content across platforms like Instagram, Twitter, and YouTube
  • Influencer Partnerships: Collaborations with athletes and celebrities.
  • Community Engagement: Events, challenges, and interactive platforms to connect with consumers.​


Fig 1.1 Final Presentation Slides

Task 2

2(A)


Fig 1.2 Logo Analysis Slides
2(B)



Fig 1.3 Brand Guidelines



Fig 1.4 GIF

Task 3


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