NIKE

Customer Based Brand Equity

Model
 Introduction

CBBE (Customer based brand equity)

Building a strong brand involves a series of steps as part of a
branding ladder.
How consumers think, feel, and act with respect to that brand.
A strong brand is also characterized by a logically constructed set of
brand building blocks.
1. Salience
Highly recognized logo all over world.
It is renowned as best sport ware as it is used for sport, style and comfort.
Catchy slogan Just do it.
Price is marketed high due to its quality and research went to develop it.

2. Performance
Designed shoes and sports wear that are durable and light weight.
Admired by many celebrities and athletes for its performance.
Its revenue rate has grown from 18 billion in 2008 to 30.6 billion in 2017.

3. Imagery
Symbol of status accessory.
Worn by most of the winners.
Collaborated with high-end designer and celebrities.
4. Judgement
Nike has been comfortable, innovative design and adaptation of technology in their
product.
Customers have been giving high credibility for it.
Most valuable brand in sports industry.

5. Feeling
The slogan Just do it gives the sense of achievement and ability to do anything.
Buyers feel secure because Nike product suits activity according to categories.

6. Resonance
Nike proposes the customization services to its customers.
Shoes are designed to the personal players of participants during the game or any
sports.
Nike still has its share of loyal customers.