The paper "Brand Marketing at Nike" is a worthy example of an assignment on marketing. Nike Inc. was launched in the year in 1962 by sports enthusiast Phil Knight, the company started as Blue Ribbon Sports in Oregon. The company initially imported shoes made in Japan, after its founder had traveled extensively abroad. The company was to be joined by Bill Bowerman in 1963 as a partner, Bowerman’ s profession as an athletic coach made him a suitable partner and moreover, he designed running shoes as a passion. The company grew from its small size to become currently the world leader in footwear and apparel industry.
Nike sold most of its shoes in America starting from Oregon and eventually it captured other markets globally. It managed to achieve this success through its effective strategy of making high-performance goods coupled with aggressive brand marketing ideas like sponsorships and endorsements. IntroductionThis report focuses on steps and strategies used by Nike to gain market leadership in the footwear and apparel industry. Nike started out as an athletic footwear company in Oregon, by two people Phil Knight and Bill Bowerman.
The company continued to grow and in 1971 when the company’ s sells hit $ 1million, Phil decided to venture out on his own. He changed Blue Ribbon Sports to Nike, the company grew in leaps and bounds and entered the European market in 1980; by 1994 Nike had become the leading footwear and apparel maker in the world. Nike made inroads to other markets by using brand marketing ideas such as research and innovation to capture market leadership position (Berthon, 2008). The strategies used by Nike shows the important aspects of brand marketing to a company. How have Nike’ s efforts to become a global corporation, affect its sources of brand equity and brand image in the United States, Europe, and Asia? Nike has made several efforts in marketing and popularizing its brand in the world.
Part of these efforts is to change the perception that Nike is an American company and change its image to be that of a world corporation. Through its venture into other world markets apart from the United States as seen Nike raise its revenues and brand presence across the world (Lee, 2005).
Through various brand marketing ideas, Nike has been able to position itself as a global brand and capture the imagination of many people across the globe. Nike’ s brand is well recognizable and its brand image has seen it cultivate loyal fans that see Nike’ s products as a must-have item. In the United States, the traditional home for Nike, its innovation and performance has made it's brand strong and bring pride in its American consumers where Nike enjoys market leadership in the apparel and footwear industry. In Europe, the entrance Nike was not received well and consumers there viewed Nike as an American firm that was aggressive and sold expensive shoes.