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Essay Available:
Pages:
8 pages/≈2200 words
Sources:
3 Sources
Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 34.56
Topic:

Luxury Brand: Nike – Brand Audit

Essay Instructions:

Description of Assignment:
You are to select one luxury brand (existing one, not imaginary or fictitious, any, except from Gucci or De Beers) and write a detailed and evidence-based report auditing the selected brand: analyze the brand and offer your recommendations how to maintain the perception of luxury and to keep the relevancy with customers. To do it well, you are required to conduct extensive desk research (at least 15 credible and reliable references) and in-store observation (posing as a 'mystery shopper' determine how much the sales person knows about the brand’s heritage, provenance, craftsmanship, etc.). Conducting more primary research in the form of interviews with current or potential customers of this luxury brand is highly advisable. Reflect on your personal experiences as well. Be precise, specific, dive deep, show evidence, back up your arguments. And definitely be visual.
In particular, your report should cover (but is not necessarily limited to) the following points:
Describe facets of this luxury brand,
Identify targeted segments and key markets, with a special realization if the brand attracts millennials and Gen Z (and if so, how),
Discuss the attitude of the brand towards sustainability,
Provide an example of latest communication piece that showcases the brand value/message/story,
Discuss at least 1 current trend observed in the industry and explain the response of the brand to it,
Compare and contrast the selected brand with another player in the industry, within at least 2 different themes/categories/areas/strategies.
The written report should be a well-developed and edited 1500-2500 word text (no less than 1500, no more than 2500), using 1.0 vertical line-spacing, in MS Word format with 12 Times New Roman font with 1 inch margins. The word count does not include references nor appendices (if you decide to add any). Make sure you put your name(s), course, assignment name, date, and number of words in the upper left corner of the first page of your submission. A title to signal the luxury brand, that will be the focus of your report, and main recommendation, is highly advised.
Weighting: 70% of final grade
Assignments must be submitted through myCourses. Every student makes submission on their own behalf, this is individual responsibility.

Essay Sample Content Preview:

Nike – Brand Audit
Author’s Name
The Institutional Affiliation
Course Number and Name
Instructor Name
Assignment Due Date
Table of Contents 1. Introduction. 3 2. Discussion. 4 2.1 Brand Facets. 4 2.2 Targeted Segments and Key Markets. 5 2.3 Brand Attitude towards Sustainability. 6 2.4 Nike’s Metaverse Marketing and Brand Value. 7 2.5 Industrial Trend. 8 2.6 Direct Competition Comparison. 9 3. Conclusion. 10 References. 11 Appendices. 14 List of Figures Figure 1: Nike as the Global Market Leader in Footwear 14 Figure 2: Consistent Growth in Nike's Revenue since FY2011. 15 Figure 3: Nike's Famous “Whoosh” Logo. 15 Figure 4: Gender-Based Sales Generated by Nike in the American Marketplace. 16 Figure 5: Nike's Sustainability Targets for FY2025. 16 Figure 6: Outlay of Nike's Metaverse, Web3, & NFTs in Omnichannel 17 Figure 7: Adidas Regional Online Sales. 18 Figure 8: Nike's Online Sales Trends. 19
1. Introduction
Luxury branding is a popular approach in marketing to attract niche customers and generate repeat sales. Luxury brands make selected communication, focus on sustainability, and focus on community building to ensure profitability in the long run (Ding & Legendre, 2022). Nike Inc. (Nike) is a reputed and recognized luxury brand worldwide. Nike designs, develops, markets, and retails athletic footwear, apparel, accessories, equipment, and services. The company has a global reach and sub-brands that cater to different market segments. Nike was founded by William Jay Bowerman and Philip Knight in 1964. Headquartered in Beaverton, Oregon, Nike has more than 79,000 employees working under John Donahoe II, Nike’s Chief Executive Officer (CEO) (Forbes, 2023).
Nike is a global leader in the footwear category, competing with the giants like Adidas, Puma, and Under Armor (UA). Nike generated total revenue of USD29.1 billion, the highest in the global footwear category (See Figure 1 in the Appendices; Richter, 2023). As illustrated in Figure 2 in the Appendices, Nike exhibited continuous growth in revenue since FY2011, having a current market share of 27.4% in the global footwear industry (Tighe, 2022). According to Forbes, Nike ranks 113th position as the “Top Regarded Companies” and holds the 100th position as the “Best Employer for Diversity” (Forbes, 2023). This report aims to conduct a brand audit on Nike as a luxury brand in the footwear and apparel industry.
2. Discussion
2.1 Brand Facets
Brand facets refer to specific features that identify a brand in a marketplace. Luxury brands create brand facets through physique, personality, culture, and relationships to distinguish the image from competitors and retain customers for future interactions (Filho et al., 2021). According to Taecharungroj (2022), facets assist in positioning brands in the market and integrating strategies to achieve sustainable industry locus while competing in a saturated condition. Nike segregates its facets through the four specified categories to sustain its global position as a market leader.
Physique refers to the physical characteristics of brand facets. Physique allows customers ...
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