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Literature review on brand loyalty among consumers
Chapter 6 marketing strategies
Chapter 6 marketing strategies
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Intro
It has become impossible to avoid marketing and branding. Everywhere a consumer turns, they are being persuaded and influenced by all sorts of symbols, logos, slogans etc. These aspects of a brand create the culture we live in. “The effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brand the star. It is not to sponsor culture but to be the culture.” 30 no logo. Humanity has become one large sponsored event, making it impossible in order to escape.
For the past three weeks, I have been recording my interactions with several different brands. As earlier stated, it’s impossible to avoid brands because they are culture essentially, but I managed to take special
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It’s because when I sport the Nike swoosh, I feel as if I representing the Nike brand and the beautiful, driven, fit women I see in their advertisements. Feeling this way gives me the inspiration and confidence to play my best. I feel as if I identify with the women in the advertisements by wearing Nike. “The relationship between persons and the product remains one of the most crucial signifiers within advertisements. Persons in advertisements supply the consumer with a certain identification frame—whether the person is presented as a user or is presented within a lifestyle setting, the viewer is invited to identify him/herself with the presented person.” 202 Brand Culture. The Nike brand does a great job at doing this to their consumers to create brand loyalty. Nike brand users, just like myself, see the athletes using the brands and feel a certain connection to them. Brand loyalty should not only be a goal for brands because of the benefit of having their logo advertised on consumers who fit within their target market, but also for PRICE SOMETHING ECONOMY …show more content…
When comparing prices, consumers can find the exact same style Nike boot in Adidas and pay a lower price. Essentially what the consumer is paying extra for is the Nike brand. Looking back at my journal you can see I wore the Adidas boots one time, then went out and bought Nike boots. “Brand loyalty is based on an emotional connection toward the brand and a conscious commitment to find this brand each time the consumer purchases from this category.” 112 Brand Promotion I could have worn the Adidas boots for free but I spent the time and money to go purchase the Nike brand. “brand loyalty and advertising work together to create another important economic effect related to pricing flexibility and profits. When consumers are brand loyal, they are generally less sensitive to price increases for the brand.” 45 Advertising and Integrated Brand Promotion Being able to raise prices but still keep the consumer market is very valuable. This is one of the main reasons brands strive to have brand loyal
Creators want their commercials, tv shows, movies or articles to draw the audience in. They strive to get your attention using ethos, pathos and logos. A Nike commercial with LeBron James as the star did just that. The commercial about following through with your dreams and becoming big out of nowhere is spine chilling and inspiring.
When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways
In “No Logo” Naomi Klein presents a convincing and well-documented look into how “branding” has enabled multi-national corporations to take over the way many Americans make purchases; however, since her argument fails to include the all-important human factors often overlooked by corporations and the proliferation of Internet-based retailers who are able to deal goods directly to the consumer, it is incomplete.
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
That gives strength to the product because it can never be confused for something else, for insistence the moment you see the Nike swoosh you can automatically associate it with either their sneakers, apparel or workout gear. It name is distinct, and it can be easily translated into other languages because there isn’t a particular translation. The “Just do it” slogan means to be daring, which attracts customers since it suggests that by purchasing these products you can somehow become a better, more athletic person. From Nike’s mission statement and its slogan to its marketing strategies, Nike tries to bring forward that the products themselves will give you qualities that make you more appealing. A major advantage that Nike has over similar clothing companies Adidas, Puma or Umbro is that they have set themselves up to encompass their brand name by having created such strong brand recognition. Creating trust with their consumers through brand development has allowed Nike’s great success. Nike has developed a smart marketing strategy, it’s my goto product because its products are high quality and serve the purpose they were designed to
But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational. The Nike slogan ‘Just Do It’ plastered on so many products inspire others to get out and ‘Just Do It,' no hesitation. Nike tries to appeal to you to buy their products by placing their apparel on professional athletic. Everyone knows Lebron James he has many young athletes that look up to him and want to be just like him. What do they see Lebron James wearing? Nike apparel, for the kids that want to be just like him, they want what he has. So they want the Nike look. For me personally, I see Nike products and logos at just about all sporting events, which is a great strategy for the business.
Nike’s goal is to remain unique and different from others in terms of the items offered on the market. Arguably, Nike belongs to a monopolistically competitive market as there only a few organizations with the ability to regulate the amount charged for their product which means they cannot make their prices high as this is likely to make customers move on to other available choices (Nike, Inc., 2012). However, Nike can find a balance between the prices to charge for their products and remaining competitive with other companies in the industry. Nike has formed a distinction between the appearance and performance of their footwear and that of their competitors. Although products are differentiated from other companies, they still influence each other because they are items of the same
Nike, the Greek goddess of victory. An appropriate name for a company that was ranked #2, by Forbes, as one of the world’s largest apparel company. Since its inception 53 years ago, Nike has made a name for itself in the world of athletic apparel and footwear. Over the years, Nike has become a household name with much of its success attributed to its slogan “Just Do It.” The company was originally targeted toward male athletes involved in competitive sports but has since broadened its audience toward fitness “lovers” of all ages, genders and activity levels. Nike is known for its sponsorships of popular athletes, like Michael Jordan, Cristiano Ronaldo, and Serena Williams. In a commercial Nike released called “Come Out of Nowhere,” Lebron
There are as many brands as there is ants in the world, but the two brands that pop out are adidas and nike. Those two brands have been going head to head for ages to see who is the better brand. It’s been tested, compared, and debated which brand is better. Whether it’s the quality of the materials or the cost of it, the debate is ongoing. Both brands have been fighting for the top ever since they were both created and I don’t blame them it’d be fantastic to be the best brand in the world. When Nike and adidas are contrasted, it becomes clear that the Adidas brand are better for the overall consumer and enhances sport performance than Nike.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
They attempt to choose athletes who they want to reflect their brand, they are achievers, winner, determined and accomplishment orientated, which is what they also encourage their consumer to be. Another important source for brand equity from Nike is the high perceived quality of their products not only by athletes but the public as well. Although most consumers won’t be using their Nike products for high level athletic performance, Nike products are always designed to be able to be used with that
Branding is the talk of the town. Conglomerates spend millions on planning and implementing brand activities. New survey is published and contexts are developed on a daily basis in the effort to find the holy grail of brand management. Since the mid-80s, in general, researchers and specialists alike have explored the domain, scope and latent of the brand. Many different concepts, theoretical agendas and ideas have seen the light of day and, as a result, a wide band of different perspectives on how a brand ought to be conceptualized and managed is in play today
For my Senior Colloquium, I plan to evaluate and analyze Nike “Just Do It” campaign launched in 1988. The campaign is one of the top two taglines of the 20th century with it being both “universal and intensely personal” (“Nike, Inc.”). Nike mission is to bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete according to Nike. Nike does more than just make gear for athletes; as a company, Nike believes in the power of human potential. This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be discovered and some persuasive theories that can be useful to the Nike advertising campaign will be identified and explained as well. Afterwards think about these theories, the particular arguments of the campaign will be legitimate.
This is the best way by which Nike has used to convey its significance, because the target audience appreciates and relates to their idols. Nike uses inspirational stories that are related to sports and fitness to build its communication. They use pictures or verbally transmitted to deliver their story. Nike main aim is to broadcast as excitement and affection. For this sometimes Nike provides advertisements that are related to emotion that will reach the target audience. Nike use to print advertisement which performs the individualism of women, which helps them to convey
“Linked to a brand, its name is the symbol that adds to or subtract from the value provided by a product or service.” (Aeler, 1991) Like country of origin, brand equity is also one of the reasons why some people want to have a well-known brands in the whole world. Sometimes it is not all about the price anymore because in today’s generation brand is more important than