Research problem:Research problem:

How have Nike used the How have Nike used the Branding instrument, Branding instrument,

and which roll did it play and which roll did it play in the company’s world in the company’s world

wide success?wide success?

History:History:History:History:

1962 founded as Blue Ribbon Sports1962 founded as Blue Ribbon Sports1972 renamed to Nike1972 renamed to Nike1985 Michael Jordan endorsed Nike1985 Michael Jordan endorsed Nike1989 campaign Just Do It1989 campaign Just Do It2000 Tiger Woods signed contract with Nike2000 Tiger Woods signed contract with Nike

The Nike mission:The Nike mission:

To bring inspiration and To bring inspiration and innovation to every athlete*in the world.innovation to every athlete*in the world.

*If you have a body, you are an athlete.*If you have a body, you are an athlete.

The Nike mission:The Nike mission:

To bring inspiration and To bring inspiration and innovation to every athlete*in the world.innovation to every athlete*in the world.

*If you have a body, you are an athlete.*If you have a body, you are an athlete.

Firm infrastructureHuman resource management

Technology development

Procurement

Inboundlogistics

Operations Outboundlogistics

Marketingand sales

Service

The Value ChainThe Value ChainThe Value ChainThe Value Chain

Physical productPhysical product PersonalityPersonality

CultureCulture

Self imageSelf imageReflectionReflection

RelationRelation

Brand Identity PrismBrand Identity Prism

Sports andSports andfitnessfitness

Like Jordan, Woods…Like Jordan, Woods…

Just do It!Just do It!

CoolCool””Athlete”Athlete”

Aggressive,Aggressive,Provocative,Provocative,In-your-faceIn-your-face

Sponsorship,Sponsorship,EthicsEthics

Brand Identity PrismBrand Identity Prism

BrandAwareness

PerceivedQuality

BrandAssociations

BrandLoyalty

Brand EquityBrand Equity

•EEndorsement ndorsement focus focus strategystrategy

•NNational ational advertisinadvertisingg

•DDevelopment evelopment of NikeTown of NikeTown stores.stores.

•SportsSports•Life styleLife style•AttitudeAttitude

•Sales 1986:Sales 1986:$ 1 billion$ 1 billion

•Sales 2002:Sales 2002:$ 9,9 billion$ 9,9 billion

How have Nike used the Branding instrument How have Nike used the Branding instrument and which roll did it play in the company’s and which roll did it play in the company’s

world wide success?world wide success?

Nike have created a superior identity and Nike have created a superior identity and equity for the brand, using the techniques and equity for the brand, using the techniques and

theories for branding.theories for branding.

Nike has invested in branding, and that is the Nike has invested in branding, and that is the determining factor for their success.determining factor for their success.

Thank you for Thank you for Your attention!Your attention!