Nike Brand Mantra
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Transcript of Nike Brand Mantra
![Page 1: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/1.jpg)
![Page 2: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/2.jpg)
52 years of NIKE
Otis Davis wore the first NIKE shoes and won 2 Olympic gold medals.“I felt them tight and hard on my feet”
19642016
![Page 3: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/3.jpg)
How was this branding built ??
Brand Identity
Brand Meaning
Brand Responses
Brand Relationships
![Page 4: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/4.jpg)
SalienceBrand Identity
Top quality athletic products
Highly recognizable logo
Most popular slogan
![Page 5: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/5.jpg)
Dan WiedenThe man behind the world’s
most popular tagline ”Just Do It”
The tagline was SIMPLE and
MEMORABLE Best Tagline of 20th century
It was first : “Let’s Do It”
![Page 6: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/6.jpg)
Performance
Brand Meaning
Design shoes that are durable and lightweight
for runners
Targeting young people and athletic
Linking the brand with professional level of
competition
![Page 7: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/7.jpg)
Imagery
Brand Meaning
High user profiles
Top class quality
Best talents
![Page 8: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/8.jpg)
Judgements
Brand Responses
Unmistakable with any other
brand
Attention to detail in its products to
improve performance
Superior Quality
Credibility
![Page 9: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/9.jpg)
Feelings
Brand Responses
Social ApprovalsPopular in society
Fun for usersUniqueness
SecurityUsers feel secure
Self Respect
![Page 10: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/10.jpg)
Resonance
Brand Relationships
Customize your order with a
range of different colors, materials
Special offersOff on first order
Nike has strong CRM
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Hear what they say about their brand
“Customer makes the decision at
Nike, our job is to know what
motivates and inspires them”
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![Page 13: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/13.jpg)
BRAND MANTRA
Brand Mantra is similar to Brand Essence or Core Brand Promise
It gives brand a Consistent Image
![Page 14: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/14.jpg)
Nike adopted a three-word brand mantra:
Authentic Athletic
Performance
Emotional Modifier
Descriptive Modifier
Brand Function
![Page 15: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/15.jpg)
Nike has rich set of associations with customers with its
Innovative Product Designs, Sponsorship of Top Athletes, Award Winning Advertising,
Competition Drive
![Page 16: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/16.jpg)
Innovative Product Designs
Inno
vatio
nTe
chno
logy
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Sponsorship
of Top Athletes
![Page 18: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/18.jpg)
Nike website main page: Watch their latest video here
Inspirational, New age promotions (Indian Context)
![Page 19: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/19.jpg)
Nike’s Brand Mantra has impacted its Product Development gradually.
It expanded its brand meaning from running shoes to athletic shoes to
athletic shoes and apparel and latest to athletics equipment
![Page 20: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/20.jpg)
Brand Mantras are powerful devices. They help in building and shaping a strong position to the brand
![Page 21: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/21.jpg)
THANK YOU
![Page 22: Nike Brand Mantra](https://reader035.fdocuments.net/reader035/viewer/2022062822/587c173b1a28abb5068b483f/html5/thumbnails/22.jpg)
Disclaimer
All these slides have been prepared for PGP Brand Management course taught by Prof. Sameer Mathur at IIM Lucknow