Jovan Belkhu David Linkear 01/05/2021
Unit 28: Branding – Assignment 2
B: Review how branding is used by a selected business
C: Recommend changes to a brand for an existing product
Time to change the brand?
Introduction
In this report I will be discussing why it is important for Nike to have an effective brand strategy in
order for them to excel as a company and dominate one of the world’s biggest industries. Its clear to
many consumers that Nike is one of the largest brands on a global scale but in this assignment, I will
be reviewing the way Nike has built such a strong brand image and how it has helped them socially
and financially.
28/B. P3: Investigate the reasons for a selected large business to have a brand strategy
By concept, brand strategy is a long-term inter-departmental approach for a brand to meet clear,
pre-defined targets. An effective brand plan must be well-designed and implemented across all
corporate functions in order to maximise customer loyalty, strategic advantage, and financial
efficiency. The best companies have perfected their marketing strategies so well that even without
their logo and regardless of which platform you see them on, you realise precisely which business
you're engaging with. It may be the manner they communicate, the material they produce, the
language they use, the feelings they evoke, or the ideology they advocate. Whatever ‘it' is, it is
unmistakable and immediately recognisable.
In an era where customers expect honesty and ideals for which they can identify, it is more critical
than ever for companies to be transparent on what they stand for. In the Information Age, there is
no room to hide, and brands who do not have a clear confidence in who they are and what sets
them apart can be discovered - and forgotten about. Giving the company a real and distinct brand
strategy, on the other hand, would make you stick out from the crowd and develop more positive
interactions with your clients.
The intuition part of your mind is unquestionably involved in branding strategy. However, data may
also be used to inform the decisions. Consider the marketing plan to be a tale you're sharing to
determine whether you're on the correct track for your branding strategy, and in order for anything
to be considered an experience, it must have a beginning, a centre, and an end. There must be a sort
of transition from the beginning at the conclusion of the encounter. Nike's marketing philosophy is
to create a strong brand – one that encourages fervent consumer engagement from people all over
the planet. This is due to Nike's usage of the motivational messaging tactic of archetypes in its ads –
namely, the Hero's tale. It's an age-old storey about a hero who is pitted against a great adversary
and emerges victorious after a great battle. In several ways, Nike's brand campaign is thousands of
years old, and it has always inspired consumer engagement. Nike commercial flips the typical hero
tale on its back. Instead of instilling consumer loyalty by focusing on an external adversary, it goes
all-in on an internal foe – our laziness. Nike commercial is well aware of how much we fight our lazy
side. When the alarm goes off in the morning and it's already completely dark outside, the fighting
starts. The war begins as we decide how long to race. This is an example of how Nike marketing
employs motivational marketing to encourage consumer engagement. They understand that,
although certain people associate with an external foe, everybody identifies with an internal foe.
Nike's marketing approach is brilliant in this regard since the internal adversary is not only anyone,
we can both despise, but the hero is the audience. We are all heroes of our own stories in every
, Jovan Belkhu David Linkear 01/05/2021
sense, and Nike marketing has long recognised the feeling – and used it to encourage timeless
consumer loyalty.
The advantages of having a marketing plan are many for both you and your clients, and the following
are only a few examples of why you should engage in identifying your brand:
The simple explanation is that a name lets you stand out from the crowd and makes you more
identifiable to consumers. Your marketing plan is often dictated by your brand strategy. It explains
that you're targeting consumers and how you're going through it. Having a consistent brand
approach allows you to engage more effectively with your consumers. The more consistent your
messaging, the more possible it is that you can retain and keep loyal buyers. It not only offers
continuity with your clients, but it also provides emphasis for your staff. A strong brand mission
ensures that everybody is striving for the same goals. Finally, a good reputation will assist in
attracting top talent. In the end, branding saves you money rather than costs you more. So, although
the investment may sound difficult to make as a start-up, the brand can prove to be invaluable in the
long run.
28/B. P4: Explain, using examples, the branding of two contrasting products in a selected large
business
Also, the cutting-edge Air Max technology was found to be insufficient to entice consumers in the
end. And it was time to do something that would set Nike apart in the long term. It had to be well
removed from the main market and quite enticing. The focus was on digital devices. It has nothing to
do with sneakers and all to do with athletes. Nike's sales philosophy, "If you have a body, you are an
athlete," has enticed someone who liked to think of himself/herself as an athlete or wanted to
become more competitive. Let us fast forward to the 20th of May, 2006. Nike released the first
mass-produced gadget, the Nike + iPod Sports Kit, in the US market on this day. It was an instrument
for measuring the distance and pace of a run or walk, and it was based on a nearly perfect
collaboration technique.
Nike was cashing in on the most highly sophisticated handheld computer capable of doing all
engineering tasks beautifully. What did Nike do to support the partnership? It took the concept and
turned it into a company. The business was simply selling just a tiny electronic chip that had to be
put into the shoe (preferably a particular shoe, although any shoe would suffice) and a wireless
connection system that had to be plugged into an iPod. The iPod handled everything else
(calculation, packaging, and integration). However, it was a Nike exclusive. It opened the way for the
company's genuinely creative future. Nike + Sportband Kit, an improved offering, was launched in
April 2008. It no longer needed an iPod and could be directly attached to a device to retrieve the
data. This principle was expanded upon in all subsequent goods. The shoe chip was incorporated
with the iPhone, improving the ability to display, manage, and share monitoring data via iTunes.
One of the products I will be comparing is Airmax (Unisex) trainer. According to the pie map, 47% of
girls want a sport shoe with all functions such as well style, longevity, decent safety, and so on that
Nike Woman Air Max 2012 will reach their satisfaction. Because of model differentiation, Nike
women running shoes have a rather strong industry positioning in comparison to other companies.
Nike's Max Air technology is used in women's running shoes to offer full impact safety during
repeated landings. Furthermore, sneakers with Max air technology have fewer midsole content and
larger capacity airbags for lightweight weight and maximum cushioning. It is the featured technology
that Nike employs for Woman Air Max to distinguish itself. The max Air unit's full-length segmented
design provides optimum impact safety and a seamless transition. Colourful and well-designed items
