Nike MKTG305-1301B-01 Marketing Management Project Type: Unit 4 Individual Project April 28, 2013 Abstract This paper will discuss the importance of branding. It will also focus on the history of Nike and how this company has been successful in their marketing efforts and their chosen celebrity endorsers. Introduction A product’s brand name has become an extremely important factor. It is the deciding factor in consumers’ final decision of whether or not to purchase a product or service
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SWOT Analysis Findings Nike is the world’s leader in equipment, sportswear, and of course athletic sneakers. As golf was introduced into Nike endorsements were used. “The company continued this strategy in 1995 by signing budding superstar Tiger Woods…”(Brna). The sport of golf may be one of the newest additions to Nike, but they thrive to compete against companies such as Adidas and Under Armour. Like Nike, Adidas and Under Armour completed a SWOT analysis on their organization and competition
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attitude towards the business world extends to its leadership style which is based around three broad principles. * First Principle: Brand positioning This authenticity plays out in Nike's corporate values and in the way it runs the business. When Nike began under the name of Blue Ribbon Sports, it was structured around University of Oregon coach Bill Bowerman's work with a team of average track and field athletes. His approach was to develop the talent at hand through motivating, inspiring, challenging
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Cross-Cultural Perspectives Justin P Levick ETH/316 January 4, 2013 The Nike Corporation was started in the 1960’s under the name of Blue Ribbon Sports by Phil Knight and Bill Bowerman. Knight, a University of Oregon coach, was determined to make running shoes lighter and better. In 1979, the Nike brand was formed and opened its first retail store in Santa Monica, California. They continued over the next few decades to grow to one of the largest athletic
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Nike Abdullah Durani MKT/421 8/13/14 Gwendolyn Mclain Nike Just do it. That is the timeless slogan of one of the world’s most popular brands, Nike. Just about anywhere you go, you can be certain that you will see that famous swoosh logo. Nike is the brand of choice for people of all ages worldwide due largely to the fact that is the most popular and recognizable brand in the sportswear and footwear world. Passion
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a record of triple-double in an All-Star game in 1997. His score kept on increasing as his Bulls kept on winning which him a star of all times. He increased the grace of countless numbers of magazines. He even introduced a line of basketball shoe, Nike Air Jordan. Jordan has also received the credits of revolutionizing the sports merchandising and the marketing world (ESPN NBA,
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Marketing in Asia: How Nike Figured out China The China market is finally for real. To the country’s new consumers, Western products mean one thing, status. They can’t get enough of those Air Jordans. Nike swung into action even before most Chinese knew they had a new hero. The moment hurdler Lui Xiang became the country’s first Olympic medalist in a short-distance speed event – he claimed the gold with a new Olympic record in the 110 m hurdles last August. Nike launched a television advertisement
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Oregon track coach and co-founder of Nike Bill Bowerman once said: “If you have a body, you are an athlete!” (Nike Inc., n.d.) It is this way of thinking that describes the root of Nike’s approach to marketing. Every person is a potential athlete or “consumer”. This is a common thinking in the realm of athletics but when Bill Bowerman said this, it was in direct reference to the shoe industry. From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable
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Overview Company Brief Adidas is on the move and always has been: It has had an adventurous history since it first grew out of a family business in Herzogenaurach, Germany in the 1920s. With the hostile separation of two brothers’ interests in the 1940s, nearly going bust in the 1980s and then executing two rescue operations, first by sending production offshore to Asia and then by reinventing itself into a design and marketing company, Adidas has riden the waves of change in the sports goods sector
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Today, the Nike Swoosh is recognized around the world. This is the result of more than 40 years of work and innovation. It signed the first athletes to wear its shoes in 1973. Early on, Nike realized the importance of associating athletes with its products. The partnerships help relate the excellence of the athlete with the perception of the brand. Through focus groups and surveys, Nike discovered the pyramid influence, which shows that the mass market can be influenced by the preferences
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