is a great way to create a two-way conversation with consumers. In terms of athlete partnerships, Nike is easily better. Nike's Brand Identity Controversy “Nike, who has refined themselves as an athletic and fitness company and not just another shoe company, is just shy of becoming the definition of sports themselves." Sponsorships, advertising and experience focused retailing (Nike town) are three vivid channels that Nike has applied to enhance its brand image and awareness. UA has seemed to focus on training-focused gear in the past, and has recently been gaining traction in basketball. For example, since Tiger Woods and Nike cooperated, annual sales for Nike Golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement. That’s a significant figure, and it’s been a cause for concern for Nike loyalists and shareholders. Performance-wise, the Curry line has been solid. Again, pretty much for any sport. When consumers translate these ideologies and Jordan’s iconic stance into the Swoosh, the Nike logo builds itself into a successful lifestyle brand. Regardless, Nike has the upper hand here as well. The world constantly changes and disparities, however, some top brands seem to keep their leadership position in their industry to this day. In my point of view, it’s hard to say which brand is better from different aspects. The Swoosh is easily one of the most recognized brand logos in the world. Such as Nike, since its creation in 1971 in the USA, the Nike swoosh is still one of the world’s most valuable brand despite of the severe crises. Nike is capitalizing on the idolized view of American for their athletic heroes, especially the youth the main target of NIKE. Advice to the Next Generation of Founders: the Graduating Class of 2020, Four Ways This Holiday Shopping Season Will Be Different, I’ve Come From the Future to Save Spotify, The only question a business needs to think about. And today Nike is the paradigm of sports and fitness innovation (Kochan, 1996) with total revenues approaching $19.2 billion in 2009. ConceptDrop is a marketplace that uses artificial intelligence to quickly match creative projects with their community of best-fit freelancers. The brand name is easily memorized by costumers. Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building. In the past few years, Under Armour has (on average) exhibited 3X more revenue growth than Nike. The brand name is easily memorized by costumers. In addition, one of the most important sources of Nike brand equity is the high perceived quality of the brand not only among athletes but also between the public.Although most of Nike’s market was the public that used their shoes just for walking around yet Nike was committed to design their shoes according to the high standards of professional competition. The Nike Swoosh has been made into a cultural dissemination that stands for athleticism, power, fitness, and all other values Nike attempts to incorporate into their brand image. Nike pours millions into advertising and marketing spending because keeping their brand visible is key to driving future growth earnings. While branding is important, but it can come at a high price. But Adidas, Under Armour and Rebook are all big competitors of it. , notes three ways Nikes has developed into the definition of sports themselves: incorporating sports celebrities, downplaying the competition, and selling pieces of the brand “as if it was the Berlin Wall.” Niketown, glossy, extravagant stores built in the United States, serves the purpose of making customers think that Nike’s brand is high-end. Besides they didn’t follow the trends of other shoe maker like Rebook who used garments in the fabrication of their shoes instead of leather because it is more fashionable although it is less durable, Nike didn’t do so and they stick to using leather fulfilling their commitment to quality. Nike spends around 3% of its annual revenues on capital expenditures, whereas spending on advertising and promotions – keeping their brand visible – is about 10% of their annual revenues. At a relatively cheap price-point of $110–130 for a superstar’s signature shoes, Curry’s have gotten a lot of attention. Nike built a good relationship with consumers. Keep your eye on the Kyrie’s especially, as they’re the cheapest of the bunch, are stylish, and are rising in value as Kyrie’s on-court performance does too. First, Nike has a well established and strong brand identity with a well recognized and distinguished brand name and brand log, the swoosh. While this number is exorbitant (remember, we’re talking about $978 million from twenty-one years ago), the outcome for Nike was more beneficial than not. This strategy created a lot of attachment of athletes to the brand, some sort of brand loyalty. Take it from Nike, whose success and dominance in the world of sports has thrived on their ability to construct their brand image, visibility, and giving the company logo extremely high value. The Swoosh in Niketown is considered a heroic symbol; it defines athleticism, courage, honor, victory, teamwork, and all other aspects correlated with sports. Want to receive blog articles, exclusive deals, and updates from ConceptDrop? As for brand recognition-wise, Nike wins again. He used to meet them in tracks, in high school and in colleges. The company’s advertising has established the Swoosh as one of the most recognizable logos that symbolizes athletic excellence, a spirit of determination, hip authenticity, and playful self-awareness. Nike is clearly the incumbent in this industry; it’s been a market leader for a very long time. Take Under Armour as the example. The company has redefined itself from just another shoe company to an athletic and fitness lifestyle brand. Nike’s ability to have their brand image capture these values allows consumers to identify with Nike not only for their products but for the image that its brand embodies too. The most famous example for brand association ever was the collaboration between Nike and Jordan, the association that personified Nike as a superior, achiever, successful and amazing top performing brand. A relationship that started with the beginning of the company when Knight used to speak to athletes using their language and listen to their feedback. In my opinion, it’s more aesthetically pleasing as well. The Nike brand was adopted in 1971 and was named after the Greek goddess of victory. Naomi Klein, the author of No Logo, notes three ways Nikes has developed into the definition of sports themselves: incorporating sports celebrities, downplaying the competition, and selling pieces of the brand “as if it was the Berlin Wall.” Niketown, glossy, extravagant stores built in the United States, serves the purpose of making customers think that Nike’s brand is high-end. How Nike Re-defined the Power of Brand Image. Consequently, the Nike Swoosh has become a significantly recognizable logo, putting Nike in the position of being one of the most valued and successful brands today. These sports celebrities using Nike footwear products conveys the idea of athleticism, or perhaps who people strive to become. -How Nike Redefined the Power of Brand Image Nike's Mission Statement To bring