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    Nike Ashridge Model

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    Kristina Gogokhia
    This document discusses the history and branding principles of Nike. It outlines that Nike was founded in 1964 and has expanded its business through acquisitions while becoming successful through athlete endorsements. The document also describes Nike's mission to unite people through sport and its strategy of using emotional marketing and buying competing brands. Nike's values include community, sustainability, diversity, and social responsibility.

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    Nike Ashridge Model

    Uploaded by

    Kristina Gogokhia
    117 views8 pages
    This document discusses the history and branding principles of Nike. It outlines that Nike was founded in 1964 and has expanded its business through acquisitions while becoming successful through athlete endorsements. The document also describes Nike's mission to unite people through sport and its strategy of using emotional marketing and buying competing brands. Nike's values include community, sustainability, diversity, and social responsibility.

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    This document discusses the history and branding principles of Nike. It outlines that Nike was founded in 1964 and has expanded its business through acquisitions while becoming successful through athlete endorsements. The document also describes Nike's mission to unite people through sport and its strategy of using emotional marketing and buying competing brands. Nike's values include community, sustainability, diversity, and social responsibility.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    117 views8 pages

    Nike Ashridge Model

    Uploaded by

    Kristina Gogokhia
    This document discusses the history and branding principles of Nike. It outlines that Nike was founded in 1964 and has expanded its business through acquisitions while becoming successful through athlete endorsements. The document also describes Nike's mission to unite people through sport and its strategy of using emotional marketing and buying competing brands. Nike's values include community, sustainability, diversity, and social responsibility.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    Principles of Branding

    Nike. Ashridge Model

    Kristina Gogokhia
    Faculty of Business Administration and Technology
    History of Nike

    • Founded in 1964 as Blue Ribbon Sports


    • Headquartered in Beaverton, Oregon
    • From the late 1980s Nike steadily expanded its
    business and diversified its product line through
    numerous acquisitions
    • Part of Nike’s success is owed to endorsements by such
    athletes as Michael Jordan, Mia Hamm, Roger Federer,
    and Tiger Woods
    Nike. Mission Statement
    • Nike’s key of success is its attitude to people.
    Ashridge Model. Purpose

    • “Higher ideal” organization

    • Strives to unite the world through sport to


    create a healthy planet, active communities
    and an equal playing field for all.

    • Maximize shareholders’ wealth


    Ashridge Model. Strategy

    • “Pyramid of influence”

    • Emotional
    marketing

    • Buying-out competing sports


    brands
    Ashridge Model. Values
    1. Community

    2. Sustainability

    3. Diversity

    4. Social responsibly
    Ashridge Model. Behavioral rules
    • Nike has a longstanding commitment to working with suppliers on
    improving manufacturing conditions and minimizing negative impacts
    to workers, local communities and the environment.

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