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Nike history and analysis
Nike history and analysis
Nike history and analysis
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Introduction: Nike, the popular manufacturer of footwear and sport wear, has become a famous trademark as McDonald’s, Coca-Cola and Pepsi. Greek deity was based in 1964 by track coach and runner couple Bill Bower man and as Blue Ribbons Phillip Knight Sports, afterward turning into Greek deity, Inc. in 1978. The name Greek deity was chosen in relevance the Greek divinity of conclusion. Nike Headquartered in Portland, Oregon. In 2007 instrumentality provider created sixteen dollar billion in income, up from 9.2 billion in 1997. Greek deity presently employs thirty, 000 employees worldwide. Nike sells merchandise below Greek deity, Inc., Nike Golf, Nike+, Nike Pro, Air Jordan, Greek deity SB, and Team Starter, with subsidiaries Umbro, Converse, Cole Haan, and Hurley International. Nike sells wear and instrumentality for games like pathway and sports ground, Football, Cricket, Basketball, Baseball, Soccer, skating, and Tennis. Greek deity has varied websites related to every of their target audiences as well as Nikebasketball.com, Nikerunning.com and Nikefootball.com. Greek deity has signed high athletes within the sports of soccer, Basketball, Soccer, Baseball, Cycling, Golf, and Tennis, skating, Boxing, Track and Field and Formula one sport. One in every of Nike’s best PR selections was language archangel Jordan as a celeb endorser in 1984. One982 the Air Force 1 basketball shoe becomes the primary Greek deity court shoe to form use of the Air technology. Additionally in 1980, Greek deity became in a public listed company, gap with the sale of two million shares of ordinary shares. NIKE’S BRANDING IMAGE: Nike's name within the athletic footwear buy and sell grew by the huge number of reviews either athletes or shoppers. Nike rema... ... middle of paper ... ...ract them. (REFERENCES) Bruce, M. K. H. M. and A. J. Hill (1998). "Fashion brand preferences among young consumers." International Journal of Retail & Distribution Management 26(8): 293-300. Pope, N. (1998). "Consumption values, sponsorship awareness, brand and product use." Journal of Product & Brand Management 7(2): 124-136. Santomier, J. (2008). "New media, branding and global sports sponsorship." Smothers, N. (1993). "Can products and brands have charisma." Brand equity and advertising: 97-111. Underwood, R., et al. (2001). "Building service brands via social identity: Lessons from the sports marketplace." Journal of Marketing Theory and Practice: 1-13. Valkenburg, P. M. and M. Buijzen (2005). "Identifying determinants of young children's brand awareness: television, parents, and peers." Journal of Applied Developmental Psychology 26(4): 456-468.
"Nike." Columbia Electronic Encyclopedia, 6th Edition 1. Academic Search Premier, EBSCOhost (accessed November 6, 2009).
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.
Many global companies like Nike, Inc. are seen as role models both in the market place as well as in society in large. That is why they are expected to act responsibly in their dealings with humanity and the natural world. Nike benefits from the global sourcing opportunities, therefore areas such as production and logistics have been outsourced to partner companies in low-wage countries like China, Vietnam, Indonesia and Thailand. As a result the company is limited nowadays to its core competencies of Design and Marketing.
Today's young people are generally unresponsive to traditional brand marketing messages. Teens spent $12 billion dollars last year according to a recent study of Teen Marketing Trends. Teens not only use their money on small purchases such as music, clothes and food but also have the power to influence high-end purchases of their parents. Every year younger teens are being marketed because that they are the future teenagers and brand loyalty is an important thing to many companies. If you can get an older child hooked on a product, they’ll generally love it for life. These younger age demographics are being marketed to because more and more kids have increasing spending power and authority over what is purchased in their household.
A Greek would say, "When we go to battle and win, we say it is Nike." According to Greek Mythology, The Nike was the winged goddess of victory. Daughter of the titan Pallas and the river Styx, Nike sat at the side of the omnipotent Zeus for the duration of his plight with the titans. The goddess Nike came to be an everlasting symbol of victory and dominance on the battlefields of ancient Greece. In light of her conquests, a popular footwear company of the 20th century designed products in her name to push new levels of achievement in athletes worldwide. The Swoosh logo at the side of each shoe is intended to represent the wing of the Greek Goddess Nike. The vibrant spirit of this ancient goddess has bridged the gap between ancient mythology and modern technology, and manifested itself through the most successful shoe company of all time.
Currently, Nike is the world’s leading innovator in athlete footwear, apparel, equipment and accessories. The company has had many successes since its’ beginning such as being named the No. 1 Most Innovative Company in Fast Company magazine’s annual ranking of the world’s top 50 innovators in February 2013, being awarded top honours by the Corporate Register Reporting Awards (CRRA) for Innovation in Reporting and Best Overall Report in April 2013 and also having Nike VP of Sustainable Business & Innovation, Hannah Jones, honoured as one of the three recipients of the 2013 C.K. Prahalad Awards, a prestigious award giving to companies, individuals and...
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Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Nike is a worldwide known business that many people around the globe are attracted to purchase. They make a variety of products ranging from shoes and clothes to sports gear, sports products, and many different accessories. Nike is designed for everyone ranging from infants to elderly. Because of their range of age for products, this makes them a huge competitor. Being able to appeal to all ages and styles of people.
This project concentrates on the Nike Sports shoe; Nike is one of most significant shoe manufacturing company worldwide. Sportswear manufactured by Nike is known for quality and is most liked brand of athletes. (Daniel, 2011)
3] Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 57, 1–22.
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
Rahmani, Z., Salmani Mojaveri, H., & Allahbakhsh, A. (2012). Review the Impact of Advertising and Sale Promotion on Brand Equity. Journal of Business Studies Quarterly, 4(1), 64-73.
Nike was created around the late 50’s early 60’s(Page 3 Frisch, Aaron. The Story of Nike). The creator got the idea to make them because of a school project. It was about a business that they would run as they came out of highschool. His name was Phil Knight. It originated in Hillsboro Oregon. And this was the start of something great.