Assignment on Brand Audit

NIKE
SUBMITTED TO:
PROF. ARVIND TRIPATHY

Submitted by:
Group 10
Saurabh Singh (19202177)
Saurav Kumar Pandab (19202178)
Sayantan Paul (19202179)
Subham Chakraborty (19202187)
Vaijayanti Jena (19202194)
Zeba Yasmeen (19202195)
INTRODUCTION & BRAND KNOWLEDGE

Nike is one of the most popular clothing & footwear brand and the most famous as well. Nike
is described by fans as: Well designed, Good value for money, Good quality, Stylish and
Reliable. It is an American multinational corporation that is engaged in the design,
development, manufacturing, and worldwide marketing and sales of footwear, apparel,
equipment, accessories, and services. The company was founded on January 25, 1964, as
"Blue Ribbon Sports", by Bill Bowerman and Phil Knight, and officially became Nike, Inc.
on May 30, 1971.
Brand Knowledge: Brand knowledge refers to brand awareness (whether and when
consumers know the brand) and brand image (what associations consumers have with the
brand).

BRAND AWARENESS AND RECOGNITION

Nike is highly recognized for its trademarks that is Just do it and the Swoosh
logo. When people see the logo it is directly identifiable to the brand. And also
the logo represents motion and speed. It has built a global brand off strategically
advertising, promoting, and sponsoring their product throughout many media
channels. They can be seen anywhere from the Olympics to a sitcom
commercial to a high school sporting event. Nike promotes itself as the given
choice for anyone which creates overall positive brand awareness. Nike also
does a fantastic job of appealing to all ages and genders. Nike also provides its
people to get a chance to try out the brand without having to spend too much.
Which keeps customers coming back by selling a discounted item that currently
has a new version. Nike always has fresh content on their website, which
continues to put out and advance their products to keep customers intrigued.

BRAND IMAGE

Brand image is the current view of the customers about a brand. It can be defined as a unique
bundle of associations within the minds of target customers. It signifies what the brand
presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but
the consumers’ perception about the product. It is the manner in which a specific brand is
positioned in the market. It is explained through the Kapferer Brand Identity Prism of NIKE:
1. Physique: Just Do It- logo symbol
2. Personality: Sportive spirit, Athlete, Lifestyle
3. Culture: American, Sports, Fitness
4. Self-image: I’m an athlete, I’m brand conscious
5. Reflection: Full of energy, aggressive, Youthful and competitive
6. Relationship: Comfort, Provocation “Run the day, don’t let it run you”.
SWOT ANALYSIS
STRENGTH WEAKNESS

• Product Innovation •  Excessive Dependence on

• Strong Global Brand
• Low Cost Manufacturing with
Strong Cash Flow
Footwear
• High Prices of its Products
•  High Advertising Spending

• Global Presence and Influence • Sweatshop Problem

OPPORTUNITY THREAT

• Explore Emerging Markets • Intense Competition

• The Rise of e-Commerce Trade • The Rising Counterfeit Cases

• Product Expansion

• Initiative towards better

environment

BRAND EQUITY

1. Brand Awareness: Nike shoes has a strong brand awareness, its positioning as a brand has
a huge influence on its customers. The customers supporting the brand Nike for the best
comfortable, grip shoes in top of their mind.
2. Perceived Quality: Nike talks about its superior performance and how it excels in it by
providing comfort ability to the sportsperson. It is expert in running shoes and also provides
comfort while running.
3. Brand Association: Nike consumers are aware of its superior quality, the perception of the
consumers and how they have voted according to the promotions seen in the social media.
Nike ads associate itself with the middle class people and arouses a sense of confidence.
4. Brand Loyalty: The positive association of Nike brand is that from its launch as it was the
highest perceived running shoes among athletes. Therefore, Nike delivers good customer
value and high satisfaction level.
5. Brand experience: Experiential marketing that incorporates a holistic test of conditions
created by a company to influence the feeling a customer has about a particular product or
company name
6. Brand Preference: Brand preference is when you choose a specific company’s product or
service when you have other equally priced and available options.

CONCLUSION

An American multinational corporation that is engaged in the design, development,

manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories,
and services. It is the world's largest supplier of athletic shoes in world.