Research problem: How have Nike used the Branding instrument, and which roll did it play in the company’s world wide success?

History:History: 1962 founded as Blue Ribbon Sports 1972 renamed to Nike 1985 Michael Jordan endorsed Nike 1989 campaign Just Do It 2000 Tiger Woods signed contract with Nike The Nike mission: To bring inspiration and innovation to every athlete*in the world. *If you have a body, you are an athlete. The Nike mission: To bring inspiration and innovation to every athlete*in the world. *If you have a body, you are an athlete.

Firm infrastructure Human resource management Technology development Procurement Inbound logistics OperationsOutbound logistics Marketing and sales Service The Value Chain

Physical product Personality Culture Self image Reflection Relation Brand Identity Prism

Sports and fitness Like Jordan, Woods… Just do It! Cool”Athlete”Aggressive,Provocative,In-your-face Sponsorship,Ethics Brand Identity Prism

Brand Awareness Perceived Quality Brand Associations Brand Loyalty Brand Equity Endorsement focus strategyEndorsement focus strategy National advertisingNational advertising Development of NikeTown stores.Development of NikeTown stores. SportsSports Life styleLife style AttitudeAttitude Sales 1986:Sales 1986: $ 1 billion Sales 2002:Sales 2002: $ 9,9 billion

How have Nike used the Branding instrument and which roll did it play in the company’s world wide success? Nike have created a superior identity and equity for the brand, using the techniques and theories for branding. Nike has invested in branding, and that is the determining factor for their success.

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