Branding Theories and Critical Analysis of Nike Inc.

CRITICAL ANALYSIS OF NIKE INC
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Table of Contents Critical Analysis of Nike Inc. 3 Executive Summary. 3 Introduction. 4 Background of Nike Inc. 4 Justification for Choosing Nike. 4 Literature Review.. 5 Organizational Brand Identity and Image Theory. 5 Aaker's Brand Equity Theory. 5 Brand Positioning Theory. 6 Brand Architecture Theory. 6 Emotional Branding Theory. 6 Brand Extension Theory. 6 Sustainable Branding Theory. 7 Brand Personality Theory. 7 Brand Community Theory. 7 Co-creation and Customer Engagement Theory. 7 Brand Experience Theory. 8 Brand Authenticity Theory. 8 Brand Coherence Theory. 8 Application. 9 Evaluation of Nike Inc. 9 Recommendations. 10 Short-term Recommendations for Nike Inc. 10 Long-term Recommendations for Nike. 11 Reference List 12 Appendix: Nike's Diverse Product Categories. 14  Critical Analysis of Nike Inc.
Executive Summary
* Nike Inc. is a worldwide athletic footwear, equipment, apparel, and accessories manufacturer, operating in multiple markets globally.
* The brand's strong and recognizable identity, represented by the iconic "swoosh" logo, has contributed to its global success.
* Brand awareness, loyalty, physical quality, and strong brand partnerships build Nike's brand equity.
* The company's diverse market architecture, including the Nike, Jordan, and Converse sub-brands, offers various products to cater to multiple consumer segments.
* Nike's marketing and advertising strategies are highly effective, utilizing traditional media channels, social media platforms, and strategic endorsements to engage consumers.
* The brand has successfully extended its presence beyond athletic footwear and apparel, diversifying into lifestyle and fashion markets while staying true to its core values.
* Consumer perceptions of Nike are mainly positive, with the brand resonating with athletes, trendsetters, and fitness-conscious individuals.
* Nike faces sustainability and ethical manufacturing challenges, requiring continued efforts to address these concerns and maintain consumer trust.
* Nike should continue leveraging its brand strengths while adapting to evolving consumer preferences, embracing sustainability, and capitalizing on emerging market opportunities.
Introduction
This report critically analyzes Nike Inc., a universal giant in athletic footwear, equipment, apparel, and accessories. Besides, Nike's dominant position in the market, strong brand identity, and global recognition make it a significant brand subject to examination.
Background of Nike Inc.
Nike was founded in 1964 as Blue Ribbon Sports and rebranded as Nike Inc. in 1971. The company has since become a multinational corporation with a significant global presence. Nike's success can be attributed to several factors: Firstly, Nike's iconic "swoosh" logo and powerful brand identity have played a pivotal role in its success. The brand represents inspiration, performance, and innovation, appealing to athletes and spor...