Nike Brand Equity

causa 6 Nike Ce little Valk MKTG 4082 10/29/12 To answer question one its classical to not that Nike has created a genuinely designerful emblem in the minds of consumers in America. Nike wanted consumers to see it as an advanced bell ringer that produces top of the line exploit gear that was associated with rattling powerful and important athletes (mostly males). Their profile users argon represented as famous athletes such as Michael Jordan or Tiger Woods. The athletes reflected the brand personalities such as competitive, winners, strong, and better than the rest.This also is a appearance for Nike to obtain credibility and quality. With the air Jordan line, Nike exchange over $100 million situation in the showtime category (129). Nikes comes of brand rightfulness hit all(a) the way to the top of the CBBE pyramid for American consumers. Within the first two geezerhood alone Nike had 50% of the market administer for gymnastic post. Salience is huge with the Nike logo. nigh 97% of Americans were able to recognize the Nike logo in 2000 (139). Imagery and consummation were the main(prenominal) points that Nike stressed with its brand when it advertised itself.Nike stresses its performance as a main diagnose point. Nike has been able to fulfill individual necessitate or judgments such as reserve and self-confidence (which you obtain when wearing garments that the athletes wear). It fulfills needs that are more(prenominal) toil approximately to articulate such as the tender needs for power and belonging. Resonance is obtained through and through the athletic communities Nike has built such as the relationships that were built with the athletes on Nikes behalf as s easy upspring as the consumers behalf with the Air Jordan line.It doesnt surprise me that atomic number 63ans had a deficiency of respect for the Nike brand as utter in question two. To start off, atomic number 63 didnt have the same consider on certain sports as well as the fact that their athlete idols were different. Second, athletic shoe specialty stores didnt level off exist on that point. Third, their culture is different than the American culture so naturally there are going to be some ways in which Nike is unappealing to their heathen values. Nike was seen as an rough, arrogant, and intimidating brand delinquent to its strong announce and the message of power and performance.This advertising technique and these values worked in America, but not so well in Europe. Europeans were more traditional and less competitive. Some TV channels level ref apply to air the Nike vs. Evil advertisements. To change these views Nike persistent to create an shape in the consumers minds to be seen as culturally, personally, and geographically relevant to the consumers piece keeping their logo and brand discern constant. Nike gained 90% control of the brand dispersion in Europe to exercise certainly that happened (133).Nike became more involved as a sponsor of sports leagues such as association football and emphasizes its apparel in general. In 1997, Nike discrete to also adjust its global stigmatisation strategy to tune down tough advertising techniques and resonated with regional interests. They used the two best-known athletes to create a gumption of awareness and attachment to the brand globally. They evening toned down the use of the go logo and created product lines that were more confederation building and less aggressive to consumers.In Asia, more specifically, Nike used ads with athletes that were local to their culture and stayed external from the aggressive advertising they once used that gave them irreverence in Europe. They learned their lesson and knew they inevitable to start out with a round the bend advertising set about and increase their brand awareness. To answer Question three, I go away emphasize a few main points. Nike is known for innovative products globally with their shoe lines, Shox or AirJordan, but their image tarnished passably from the working situations they found in Asia.The mental imagery and feelings surrounding Nike now for Americans may be weaker due to this. As Americans, we believe potently in freedom, equality, and the privilege to have those. Nike fundamentally took advantage of that and treated their employees in Asia with very little freedom and treated them unfairly. notwithstanding though the sweatshops scandal weakened the image of Nike in the minds of Americans, Nike is still are seen as a powerful brand that emphasizes performance, power, and gives its consumers a vision to be the best. The sweatshops weakened their image in the minds of Americans.As I stated before, aggressive advertisements work for Americans because we are a inn that is so strongly attached to our sports, individualism, performance, and are competitive in general. However, as we precept in question 2 that approach doesnt work well globally. In order to appeal to the world, Nike needed to make some local adjustments as well as global changes for its brand. Europes brand equity sources stem primarily from its attachments to the soccer community and apparel line. In 1999 the companys soccer orders from Europe grew over 100% from the previous year (140).Nike has strong performance, salience, and even resonance in this respect. Although competition, Reebok, may have better imagery, Nike has worked exhausting to improve theirs in European minds and mustiness be doing something right with numbers that impressive. In Asia, Nike has strong brand equity from its image, performance, and judgments. They didnt create such strong advertising techniques since they learned their lesson in Europe. This gave Asians a play to see Nike in a cocksure light from the start, which makes their brand equity source from judgments and feelings better off the bat as compared to Europes brand equity sources.Asian sales led the stock outlay to more than $70/share for th e first time ever. Even after the collapsed miserliness they were ordering Nike goods and Nike kept with them. From this one could suppose they are loyal customers, which reaches the higher levels of the CBBE pyramid (feelings and resonance). References Keller, Kevin Lane. Nike Building a Global Brand. shell Practice Cases in Branding Lessons from the Worlds Strongest Brands. tertiary ed. Upper Saddle River, NJ Pearson pedagogy/Prentice Hall, 2003. 125-47. Print.