Jovan Belkhu David Linekar 19/03/2021
Unit 28: Branding
A: Investigate the role of branding in a selected business
Brand impact
Introduction
In this blog I will be weighing up the advantages, disadvantages and impact of branding on one of
the biggest brands in the world, Nike. Nike’s mission is ‘To bring inspiration and innovation to every
athlete in the world - If you have a body, you are an athlete’. I will be covering why Nike is such a
strong brand but also be discussing the disadvantages to their branding strategy.
28/A. P1: Explore the principles of branding for a selected large business
‘Just Do It’ has been an iconic motto for the last 29 years, and it speaks to almost all. It interacts with
citizens all around the globe, encouraging everyone to construct their own understanding. It
develops a bond between the brand and its consumers. It's practical and talks to you on a personal
basis. This catchphrase has expanded from the workout community to daily life, and has become a
personal motto for coping with anything life throws at you.
Brand Identity
Branding is one of the most important ways of creating and defining a company's branding. An
organisation that creates their brand requires a number of actions to generate value, brand
recognition, and render their goods attractive. A good brand can provide customers with something
they can associate with or something they can use in their daily lives, giving the product both value
and utility. Take, for example, Nike, whose successful domination in the field of athletics has been
built on their ability to build their brand name, recognition, and placing a high emphasis on the
business logo. Nike has excelled in promotions by using celebrity endorsers such as Michael Jordan
to portray their company. The theory is that by imprinting a celebrity logo on the buyer's mind, the
consumer would equate the endorser with Nike's goods. This increases the brand's desirability and
value. These athletes sporting Nike sneakers conveys the impression of athleticism, or even how
people aspire to be. As customers convert these philosophies, as well as Jordan's classic pose, into
the Swoosh, the Nike emblem evolves into a popular lifestyle company.
For most of its existence, Nike's branding has mainly utilised the red and white paint scheme. The
colour red is meant to represent love, vitality, and pleasure, while the colour white is meant to
represent elegance, beauty, and innocence.
In previous years, the two main colours used to represent the emblem on their sneakers and
clothing have been white and black. Nike employs a unique font that resembles a revamped Family
Font. Currently, the nearest accessible font is 'Condensed Extra Bold Oblique.' Nike is now the most
successful sportswear and clothing company in the world. Here are some of the approaches they use
to market their brand:
, Jovan Belkhu David Linekar 19/03/2021
Brand Meaning
The Nike emblem, recognized as the 'Swoosh,' is the most simplistic logo possible, with just two
shapes. Nonetheless, this impressive emblem reflects billions of dollars in naming and promotion
associations. But what exactly does this mean? Let's glance at the significance and past of the Nike
emblem. At its most pure, the Nike Swoosh reflects motion and pace. The form represents an arc in
motion. The term 'swoosh' is an onomatopoeia for the sound created as LeBron James or Michael
Jordan sprints by you on his way to a dazzling dunk.
Nike is the Winged Goddess of Triumph in Greek mythology. The Louvre's 2nd Century Hellenistic
bust of Nike is seen below. What does the mythological character Nike have to do with the context
of the Nike logo? The mythological qualities of flight, triumph, and pace are borrowed by the shoe
company.
became available almost immediately after its conception, the design was not legally registered as a
trademark until 1995. The simple and straightforward Swoosh has proved to be one of the most
enduring logos in history. It has been almost unchanged for decades, with only slight changes. The
wing form originally had a black outline and interior clarity, and the word Nike had been written over
the smooth handwritten lettering. Within 7 years, the logo was completed: The Swoosh bent slightly,
became slightly distorted, then became black. Nike was positioned above the illustration, and its
font has become more restrained and symmetrical.
