Nike is named the world’s most famous and commonly used sports brand. Nike has a multitude of ways for remaining to stay as the strongest sporting brands such as advertisements, sponsoring events and celebrity endorsers. However, the major strategy that is used to make the brand stronger is used within their advertisements. Nike’s goal is to have a powerful brand, one that influences and promotes customer loyalty. Nike achieves this by using emotional branding as their biggest technique. They use the story of a hero striving to defeat an internal foe.
This type of strategy is typically seen with all kinds of brands, however those brands always make the enemy an external one. Whereas with Nike, the enemy is an internal one, one we can all relate to and dislike: laziness. By targeting an enemy that we all hate and by making the viewer the hero of each ad, Nike’s goal is to make us realize that we are the hero of our own story. Their current brand value is 29.6 billion US dollars and their market cap is 97.21 billion.Nike is very present on social media with their instagram, facebook, twitter, google and pinterest accounts.
Nike’s two dominating social media platforms are twitter and instagram. Their presence on twitter is very frequent, almost daily, whereas their number of followers is drastically higher on Instagram but with fiewer, almost weekly, posts. On Twitter they are very ‘one on one’ with their customers due to constant direct replies that answer and give feedback to customers. Nike incorporates technology within their actual products as well as their advertisements and product accessibility. In a collaboration with Apple, Nike created the Nike+, a digital sport that serves as an activity tracking device that measures and records the distance and pace of a run or sort of physical activity. Also, Nike introduced the FuelBand, a band that tracks the intensity of a workout and even motivates the wearer.
More importantly, it helps non athletes to become more productive and motivated in regards to their physical health. Entering into technology allows the company to engage directly with the customer since the company seeks feedback from the customers about the product. Moreover, getting into technology is meant to appeal to younger customers as this generation is very tech savvy as well as technologically dependant, because of so customers benefit from this because it appeals to their likings as well as making their lives easier by having an automatic tracker for their workout. Apart from incorporating technology within their products, Nike provides online shopping through their website as well as making their products available on other platforms such as Amazon, Sports Authority, Foot Locker and so on. The company’s major target markets are athletes, young athletes and women. Fascinatingly, the women’s training segment is faster than the men’s. Nike appeals to soccer, basketball, baseball players, runners, and golfers.
They reach the target markets by coming up with various products endorsed by professional athletes like Lebron James for example. Nike has an entire section devoted to Lebron james gear, clothing and shoes. This attracts the basketball players and it is this type of pattern that is done for each focused sport. Notably, a similar thing is done in order to attract women by devoting a large portion of their shoes and apparel to to women. As for the young athletes, Nike is gradually incorporating new technology within their gear not only for more efficiency and success but also to gain the attention of the younger crowd.