CASE STUDY

Question 1

What are the NIKE brand Management objectives?

There are objectives which NIKE considered to building the brand.- Brand equity- Brand awareness- Brand image- Customer-based equity- Brand positioning and values- Brand elements- Point of difference- Designing branding strategy

Question 2

What is the main Brand identify of NIKE?

- Nike is well-known and recognized all around the world.

- Brand name, Trademark, and slogan.

- The Swoosh symbol and design.

Question 3

What is the key Brand Patent of NIKE?

- The patent of Nike is ‘Air technology’ It is the process that utilizes pressurized gas encapsulated in polyurethane

- Nike also have a number of subsequent Nike Air patents that cover all of specific features in athletic and leisure shoes

Question 4

Describe the Nike product differentiation?

- Nike is the leading market

- Product differentiation; Health in the footwear

- The design for athletic use

- Nike also has a diversification of its products such as Nike watches, bags etc.

- Nike segments its product into 3 groups of people; men, women and child.