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Nike

Overall Aims.
The following report will attempt to identify the Brand Identity and Proposition of the global sportswear brand Nike. It will aim to look at the differentiation points Nike have highlighted through aspects such as Advertising, Stores, the choice of Logo and tag lines. By applying models such as Brand positioning and Brand Identity a picture of the strategy Nike use for the Brand will become clear.

Company
Nike’s mission statement is:
“To bring inspiration and innovation to every athlete in the world”
Bill Bowerman, one of Nike’s Founders is quoted as saying “If you have a body, you are an athlete” and this defines how Nike pursues it destiny. (www.nike.com, 1/10/07).

With humble beginnings selling shoes from the back of a van at track meets in the USA, Nike is now one of the biggest sportswear companies in the world operating on six continents. Nike is the leading sports footwear brand with a 47% Market share (Mintel, September 2005) and in the UK Nike employs over 800 team members (www.nike.com, 1/11/2007).

NIKETOWN London opened in 1999 and is one of 14 NIKETOWNS around the world. The now famous London store has become a tourist attraction in itself. Nike describes the store as “3D experience of the brand… to be the leading sports retail experience in the world” (www.nike.com/companyoverview. 22/10/2007)

Nike also now owns a number of other brands to add to its portfolio. Cole Haan, an American company for men’s and women’s dress shoes, Hurley International for action sports such as snowboarding and surfing, Nike Bauer Hockey for equipment related to ice-hockey and street skating and finally Converse, the cult brand of retro style trainers and accessories. These brands operate with their own strategy and policy and although owned by Nike Inc they operate as brands of their own. Nike have also recently acquired Umbro in there portfolio as a means to dominate the English football kit market, Umbro being one of their main...