Introduction
According to Wood (2000) the word “brand” refers to a sign, name, term, symbol or design or even a combination of them all with the intent of giving identity to the goods and/ or services of a single seller (or a group of sellers) and to give them uniqueness from their competitors. In reference to consumer- manufacture relations, a brand makes the source of promises given to the consumer by the manufacturer (Ahmad, Simmons and Clifton, 2009).
Nevertheless, the same brand initiates the relationship between the manufacturer and the consumer in the first place. In addition, brand makes the perfect tool of name and symbols that are the unprecedented source of a company’s products and/ or services. Furthermore, for a company to be successful and have a future, its initiator must be keeping a single concept within his mind; brand. Ultimately, brand can be best described as the sum total of a single customer’s experience with an organization.
The Nike Corporation
Guerrero (2008) describes the Nikes Corporation as the top- most suppliers of apparel and shoes. Such levels of success were attained by giving the corporation the most solid foundation; an appropriate brand. It is no doubt that the origin of the brand name “Nike” (from the Greek goddess of victory) has been a definition of Nike’s ambition to be a big success and take the sporting industry by a storm.
There is always a brutal fact as far as branding is concerned; the business notion that exists in the mind of the initiator will either happen or stay in the mind, depending on the branding. Nike is a corporation that has absolutely used its branding to bring the business notion in to reality.
According to eHow (2010), Nike’s products include apparel, which are usually for sports and other activities like yoga and dance. Additionally, casual clothes for both men and women are also produced largely. Nevertheless, many people wear Nike’s clothes for purposes of association with the big brand name. Other products are equipments where mostly sports equipment such as balls, bats, and golf clubs are sold.
Additionally, a number of accessories are also known to be from Nike’s products, for example watches, socks, bags and the like. Lastly, a number of stores are also known to be under Nike. There are many departments and online stores that are basically set up for purposes of selling Nike’s products. Niketown for example is the biggest store with many braches around the world. Additionally, there are many factory outlets that usually sell Nike’s products at a reduced price.
Brand Equity
Nike has over time gained the trust and loyalty of all its customers. This is essentially because the popularity and fame of high standard products and service delivery have added more strength to the Nike brand. Furthermore, Nike decided to peruse the production of apparel for an arena that is always kinetic and at the same time very dynamic; sports.
Many sportsmen who would go for a Nike product would do it just for the purpose of getting sports attire or simply because their clubs bought the Nike sports products. Nevertheless, as a sportsman does well in the sports field, many fans are usually seen to want to associate themselves with the sportsman even in clothing. In this case, Nike goes ahead to gain the fame and popularity for the non- athletic crowd as well.
Wood (2000) explains that a brand can be defined from either the perspective of the consumer or that of the manufacturer. The Nike brand has seen a development in its image by thinking in the lines of the consumers and with a wide variety of products at hand. The consumer’s perceptions of Nike’s brands have totally been developed by Nike Corporation itself.
Nike has made available a number of products to the customers so that the image that customers have on them develops positively over time. Additionally, by having their products diversified and internationally available their brand image has gained the better chance of being known and liked more than their competitors.
Ultimately, brand associations are available in many different products for a consumer to choose from. This has been a major smart move by Nike. Nike has made steps to even produce accessories that are not necessarily sports oriented, such as watches and the like. In this case, even outside the attires of sporting, fans can still associate with their sports stars.
As a result, Nike’s brand equity is developed to a high level, spread across a wide variety of customers, ranging from male to female, adults to children while at the same time keeping on customer loyalty. Such varied accessories give a variety of products for any customer to choose from whenever he would want to associate himself with the brand.
Brand Positioning
Nike brand has basically positioned itself within the international realm in a stronger and better way as compared to many of the competitors. The customer’s loyalty with Nike seems to have been worked on by the company so that even in the availability of other brands, more of Nike would be asked for.
The smartest idea was the creation of a unique brand essence; “authentic athletic performance” so that any customer who would want to be associated with any good standards of athletics would be seen to be going for Nike. Additionally, the slogans “just do it” and “I can” have been recently translated from the previous slogan, therefore identifying with more customers who would not easily engage in athletics; the brand essence is applicable to every customer.
Besides, the Nike slogans give a very strong assurance to the customers, promising them of the best sporting apparel and the best accessories that can ever be.
In this case, Nike’s brand promise has gained unprecedented followers, giving it a better position in the markets as compared to all its competitors. More so, Nike’s brand personality is definitely sporty and fashioned. All this descriptions can even be felt in their slogans. This brand personally is very much the way to go for today’s customer and therefore Nike has been a relevant brand to the current market.
Brand Identity
Nike’s brand identity can be looked at as simple but at the same time the most successful of all times. Nike’s brand identity can most appropriately be looked at from the brand logo. Nikes logo is represented by a simple tick. The tick gains approval from almost every customer.
This is because, in the minds of the consumer, the tick represents the very best option, the answer to the most difficult challenge and the required go- ahead for anything. Therefore, Nike has gained major fame with all its customers due to giving itself a better image and definition as compared to all its competitors.
Conclusion
According to Marketing Teacher (2010) Nike has no factories but at the same time it is a global corporation. I definitely think, that a brand that has grown to the levels of international recognition and deal with such apparel and accessories should beyond any doubt consider venturing into setting up factories.
This is due to the reason that factories ensure the delivery of products as specified by the company according to their most interactive observation of what the customers need. This will even ensure a better brand is made out of Nike.
Reference List
Ahmad, S., Simmons, J., & Clifton., R. 2000. Brands and Branding. New York, Bloomag press.
eHow. October, 2010. Nike product Information. Web.
Guerrero, K. 2008. Nike Case Study. Web.
Marketing Teacher. October, 2010. SWOT analysis Nike, Inc. Web.
Wood, L. 2009, September. Brands and equity: definition and management. UK: MCB University press.