This memorandum aims to justify the efficacy of Nike’s advertisement strategy by analyzing some of its unique features. “Just Do It” is Nike Company’s trademark which has served as a campaign attracting significant brand awareness. The slogan focuses on emotional branding, which is developing a relationship with the consumer by provoking their emotions. This branding archetype encompasses the attributes of heroism to tell a story of success from humble beginnings (Erjansola et al., 2021). Therefore, features of Nike’s logo, such as allusive design, color choice and emotional branding, make it effective, efficient, and understandable to the consumer, meaning it should be maintained as the preferred advertisement strategy.
Nike’s brand logo is part of its corporate visual identity since it metaphorically represents the company’s objectives. The target audience for Nike products is sports enthusiasts with a diverse tastes in sports shoes, wearable devices, and apparel. Therefore, the design of the logo is created to motivate consumers to up their game in physical activities by just doing it (Nagori, 2022). The design encompasses a Swoosh that looks like a fluid checkmark convincing the consumer to get started which is an effective emotional branding technique (Nagori, 2022). The Swoosh signifies something correct, ethical, or morally acceptable. This emblem alone can attract a potential client to the brand, reinforcing its validity for effectively drawing in consumers to the product. This convincing power indicates that the advertisement is viable and should be maintained.
The colors used in the logo help to enhance the understanding of this company’s mission and vision, which is an integral concept in the theory of emotional branding. For instance, the psychology of color indicates that different hues are linked to emotions in the human psyche (Lundin, 2018). Black shows sophistication, seriousness and quality, while white represents purity. People attracted to quality and purity are likely to believe a brand is defined by black-and-white colors (Lundin, 2018). The representation of these colors also provides an accurate and understandable description of the brand, promoting consumer loyalty. This factor indicates that Nike’s logo is an efficient and effective marketing strategy due to its distinct convincing approach.
The logo’s non-descriptive design provides insights into the company’s values and personality without instantly revealing the brand’s niche. This identity issue may seem like a setback, but it distinguishes the brand from others (Erjansola et al., 2021). The reason is that the logo is allusive, meaning it does not resemble any other corporate logos, enhancing its marketing strengths and effectiveness in promoting brand awareness (Erjansola et al., 2021). For example, it is unlikely that consumers will get confused when choosing a brand, considering that it is unique. This factor indicates that Nike’s logo efficiently enhances brand awareness, serving its core purpose, which validates its existence.
Nike’s logo is efficient, effective and understandable to the consumer and should not be eliminated. However, some improvements can enhance the current sign to be more pronounced, attractive and memorable (Lundin, 2018). One strategy is enlarging the Swoosh icon, considering that this evokes the idea of speed or movement. This design will make the logo highly visual, symbolizing speed and the right choice, which will significantly benefit the brand. Creative topography, such as handwritten fonts on the “Just do it” phrase, could also help create an authentic feel to ensure delight to loyal and potential clients (Lundin, 2018). If these improvements are implemented, the logo will be more attractive and memorable and highlight the company’s strengths.
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References
Erjansola, A. M., Lipponen, J., Vehkalahti, K., Aula, H. M., & Pirttilä-Backman, A. M. (2021). From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger.Journal of Brand Management, 28(3), 241-253. Web.
Lundin, K. (2018). The psychology of logo design: How fonts, colors, shapes and lines influence purchasing decisions. Crowdspring. Web.
Nagori, M. (2022). Nike-A Case Study Just Do It. (eBook edition). Research gate. Web.