Name: Nnamdi Okechukwu
Class: Bus 651, Strategic Marketing Communications and Brand Management

NIKE: BUILDING A GLOBAL BRAND When Nike established itself in the marketplace, it used branding to achieve this goal by making its products immediately identifiable and recognizable in the marketplace. Nike’s brand image had a lot of characteristics, but the major ones were Awareness; Nike promoted their products by making sure that potential consumers recognized their brands and correctly associated the brand with a particular product. Consistency in the Marketplace: Nike has done an excellent job in keeping their products consistent in the marketplace. The consumer knows Nikes products for their quality, durability and most importantly its product differentiation from other competitors. Nike has developed strong brand equity in the United States due to its high level of brand awareness. Nike’s sources of brand equity in the US include; Brand Image, Price, Packaging, Brand Awareness and Positioning. These sources of brand equity have created unique, durable, and efficient products that are recognized worldwide leading to higher volume sales and higher profit margins against competing brands. Nike’s effort to become a global corporation has affected its sources of brand equity and brand image in the United States, Europe, and Asia positively. They achieved this by establishing their name in popular sports like soccer, track and field and tennis in Europe, basketball in America and cricket in Asia. According to the book, Best Practice Cases in Branding: Lessons from the World’s strongest brands, the author states that, “Given the company’s track and field heritage, Nike initially focused on developing links in track and field, whose sizable popularity in Europe was reflected by the fact that it was the second most televised sport (after soccer).” Sponsorships and