Nikes Image Reputation and Identity Through Advertising and Communication - Assignment Example

Module Nike’s Image Reputation and Identity through Advertising and Communication The reputation, image, and identity of an organization are dependent on the perception of the public. Therefore, an organization should look for numerous ways of protecting what is circulated in media of communication. This includes the communication via its forms of communication to the public and customers. Similarly, it should focus on the spread of information, especially when the information is emanating from the employees. In addition to this, the organization should focus on the information flow through the internet and media houses. This will enhance the image and reputation of the organization. These approaches have been used by a number of renowned companies and firms in the world, including Nike. As such, the company has been able to trounce its competitors in the market. Previously, the reputation of the firm was affected by a number of factors, which included flow of information to customers, negative influence from the media and focus on business while neglecting labour and employment laws. However, the company has reacted to such negative reputation by involving various strategies. Apparently, the strategies have been able to rebuild the reputation of the company, as it is at the helm of greater performance. First, the logo of the company has been in use since its inception in 1971. The Nike logo has been influential in enhancing the identity of the firm (Ting 250). Most of the world’s population is aware of the logo, as it is occasionally used in sporting events. Its marketing and communication to the public is effective, as most people are aware of the world’s leading manufacturer and supplier of the sportswear. The company has initiated a number of brands, which are widely marketed in the world. This has been a prudent approach to the company as it is making lucrative business from the use of such brands. For instance, the company states that it has an objectivity of becoming the “leading sports and fitness company” in the world. This is an assurance to the audience that the company is committed to making the high and best quality products for its consumers (Smith 76). This has in fact enhanced the identity of the company as it struggles to secure a larger market niche when compared to its competitors. As a fact, this aspect has enhanced its businesses ventures as the company continues to make immense progress. Nike has incepted a number of strategies in marketing. For instance, it is renowned for the use of celebrity marketing (Belal 6). This is where the company endorses a number of celebrities who are widely respected to market its products. When the public is aware of the products celebrities use, they are coerced into wearing and purchasing the same. This has been an advantage to the Nike Company, as it makes lucrative profits in such endorsements. However, an incident was almost ruining the reputation of the company. Apparently, the company reacted in the meanest time possible. It is evident that the company discontinued its contract with Tiger Woods, after the sports celebrity was involved in a scandalous affair. The company was fast to react to such an incident, after it noticed that its reputation was at stake. Such a prompt decision was an advantage to the company, as its reputation was not affected in any way. Though the decision may have affected the relations with the sports personality, it was for the best interests of the company. Such a decision highlights the respected values of a company, especially when the information has already reached the public domain. The public is likely to judge the company in relation to its links with a sports personality that has been involved in a scandalous affair. In the recent past, companies have been earning a prefect reputation, image, and identity due to links with environmental programs and environmental conservation. This is part of the corporate social responsibility, which is a way of enhancing relations between the company and stakeholders (Belal 12). According to recent statistics, it is evident that companies involved in corporate social responsibility have a better corporate reputation when compared to others that do not. As a result, Nike has incepted various ways of engaging in corporate social responsibility, especially in conserving the environment. Its brand ambassadors are critically involved in ensuring the reputation of the company is enhanced. For instance, Michael Jordan has been a brand ambassador for the company, while enhancing environmental conservation. As a fact, Nike has been on the forefront in receiving acclaim for its performance in environmental conservation. Therefore, this shows that the company has been greatly involved in ensuring the environment is conserved. This comes in the wake of immense pollution in the world, which has had dire effects on the climate change. Consequentially, climate change is a prevalent issue, which is affecting a number of factors in the world. Therefore, companies that are seen to act on reducing the effects of climate change have a higher reputation than others that are not involved in such a worthy course. Previously, Nike had a number of issues to deal with, in ensuring the company was making immense progress. To begin with, the company had limited communication to the customer queries. Limiting communication with their customers greatly affected the reputation of the company, as many people started trading with their competitors (Ting 249). Secondly, the company engaged in a conflict, through its production methods. It is evident that Nike outsources its manufacturer of sportswear. Apparently, the company was accused of various crimes, which included child labour, manufacturing products under adverse conditions and low remuneration to their employees. The most aggravating allegation is that, Nike was paying its employees less that the acceptable minimum wages. All these factors adversely affected the image, reputation, and identity of the company. However, the company was quick to instill measures that would retract its image, reputation, and identity. First, the company initiated constant communication with its customers. This was through advertisements and communication. In enhancing their communication to customers, the company launched a website, which was to respond to customer queries. This was a prudent measure, as the company had a rapport with its customers (Smith 76). Secondly, the company had to call a press conference, in concern to its code of conduct. This was to insist on the company’s regards for the code of conduct. As such, the trading partners were to focus on the code of conduct, for continuity in their business. Without such an approach, the public domain would still have a negative reputation and perception to the company. However, highlighting on the matters of essence was a savior for the company, as it attracted some of the customers that had limited interest in the company. Apparently, this is one of the major strategies used by the company to instill reputation, image, and identity. Since the aggravating allegations in concern to the working conditions of the company, Nike had to make several measures in ensuring it regained its reputation in the public domain. As such, the company started posting relevant information on the improving working conditions in the manufacturing plants. The constant flow of information restored trust in the public domain, as the employees reiterated this fact. As such, the company was seen as a humane company that cares for the interests of its workers. In insisting this fact, the company used various media of communication to inform the public on the improved conditions in their manufacturing plants. Similarly, the company had to make positive systematic changes in the manufacturing plants. This is where the company insists on using better and easier avenues of manufacturing products. This makes work easier, as most of the employees adapt to this method of working. In such a situation, the workers feel the care and respect from the company. For instance, the company had to instill a better supply chain for its products. The supply chain enhanced distribution of its products in many markets (Ting 253). This was enhanced by the various marketing methods for their products. Ultimately, this approach was beneficial to the company. Similarly, the company enhanced change in their manufacturing factories. This is where the company had to employ the services of credible manufacturers, who would enhance the reputation of the company. This resulted into high quality products. Consequentially, the resulting products were considered “luxury: products, emanating from its high-end operations. In addition to this, the company had to make positive changes in the industry. This resulted to a better perception from the public, citing that Nike was the company that enhanced change in the entire industry. Nike is often referred to as a leader in the sportswear industry (Smith 76). The company has struggled to maintain this reputation, since it is the main point of focus. To maintain its reputation, the company has to strategize on high-end products, which are of high quality. In perfecting this aspect, the firm reiterated that its products are of high quality, but with an affordable price tag (Belal 23). This was a form of marketing the products, as they attract interest from all over the world. In enhancing this particular fact, the firm insisted that it had improved the labour conditions in its factories. As such, the resulting products were of high quality. In conclusion, Nike has been on the forefront in the sportswear business. In the recent past, its reputation was jeopardized by a number of factors, which included poor working conditions, low wage rate and child labour. However, the company has been on the forefront in ensuring its reputation is restored. For instance, it has had tom provide information on the improving labour conditions and other changes that are desirable. With such flow of information, the company has been able to make immense improvement to become the leading sportswear company. Works Cited Belal, H. M. "An Analysis of Knowledge Space Concept and Recursive Approach for Servitizing in Manufacturing Industries." (2014). Print. Kolb, Robert W. Encyclopedia of Business Ethics and Society. Thousand Oaks: Sage Publications, 2008. Print. Smith, Aaron. Introduction to Sport Marketing. Amsterdam: Elsevier Butterworth-Heinemann, 2008. Print. Ting, Chi. "The Effects of Contingency Factors on Perceived Values of Casual Sportswear: an Empirical Study of Us Consumers." Asia Pacific Journal of Marketing and Logistics. 25.2 (2013): 249-262. Print. Read More