Critical Analysis Of The Nike Brand

Critical analysis of the Nike brand

Nike has converted its logo for several decades into one of the best known symbols in the world. Also, its great success is not only the result of manufacturing and selling sportswear, but is based on a marketing strategy focused on the client through which it creates a valuable commitment to the brand and a brand community with its customers.

From its beginnings the nascent and bold Nike revolutionized sports marketing to build the image of its brand and its market share. In addition, the company exceeded its competitors in the number of famous characters hired to support their products of striking promotional events and in their expensive and challenging “Just Do” announcements while its competitors stood out their technical performance, Nike established relationships with their clients and generated commitment from these

Like many companies, Nike tries to get their organization and products more environmentally friendly. But, unlike many companies, it does not promote their efforts. A brand consultant explained: “Nike has always been the winner. How important is sustainability for your brand?"

In addition, marketing executives agree that the promotion of a friendly message with the environment will distract the attention paid to their skillful and high -tech image, so that activities such as the recycling of old shoes to make new footwear.

In this way as a result of its successful expansion to different geographical markets and product categories, Nike is the main clothing and sports shoes manufacturer in the world.

Its profits in 2014, exceeded $ 27 billion and the brand dominated the sports footwear market with a global participation of 31 percent and 50 percent in the United States.

Also, its logo abounds in all kinds of things, from pulse watches and skateboarding boards to swimming caps.

But, the company’s long -term strategy concentrates on the corridors basketball, football, training of men and women and action sports.

Thus, Nike’s extraordinary success has resulted from something that goes far beyond manufacturing good sports articles. But the strategy of the emblematic company is based on developing commitment and a sense of community between the Nike tide and its clients. In the book "Marketing Directorate" of Kotler and Keller it is mentioned that “an increasingly important marketing objective is to develop deep and lasting relationships with people and organizations that directly or indirectly affect the success of marketing activities of the company." 

Undoubtedly, Nike has become one of the best known sports brands in the market, throughout its history starting in the 70s managed make them more striking at all times. Nike not only had recognition for its quality or price but also because one of its advertising strategies is to maintain communication with the client, through commercials, since many of them show and imply that the word greatness does not It is only for people born with a gift or reserved for some chosen, for prodigious or superstars, Nike shows in their commercials that we are all capable and in this way the advertisements manage to capture the sensitivity of the public causing many of them to feel identified with These advertisements and obtaining positive and favorable results of this, since the more consecutive the reproductions of these advertisements will be achieved that the public remembers them and have Nike mind.

This is how Nike manages to create a slogan where he represents the strength and push to his athletes to launch to get everything they wished and that is where the “Just Do It” was created a brief and forceful message for their clients, giving them to understand that they can achieve your goals regardless of difficulties and obstacles. 

Nike also successfully incorporated famous characters who reinforced their communication strategy, since he focused on attracting the best athletes of different types of sports, he wanted to establish himself getting at the end, that many of them were associated with the brand and in turn the clients. This strategy achieved a greater positioning, since having recognized figures in their advertisements caused the clientele to increase and that the brand is positioned in the minds of people.

This has become something very good for us since whenever you can as the problems can exist there are many ways in which the company can grow and begin the form of the strategies so that the company can improve its profits must always be taken into account The profits of the companies and in form everything will be better for the organization. 

In recent years, Nike opted for a more digital marketing, leaving the traditional side, it was known Among them and registering their progress in the different sports carried out, in this way, he sought that the relationship between client-company goes beyond being just a purchase. In this way the creation of a community and a phenomenon around the Nike experience. 

The great Internet potential and social networks are suitable spaces for the creation of a community of athletes who follow Nike and continue their processes, associating progress, sport and communication between them in the same social network and not only that , but also applies technology and quality in the entire variety of products they have making customers more satisfied in the purchase of the product and making their brand expand with a long -term projection.