Nike is an American sportwear manufacturing company, it is the world’s largest supplier of athletic shoes and apparel of sportwear. When the company found in 1964, they were meant to be a shoemaker, their first shoe was made from waffle iron.
In 1971—BRS rebranded as Nike
In 1976—hired John Brown as 1st advertising agency
In 1980—attained a 50% market share in the US athletic shoe market.
In 1988– the inspiration for the slogan to “Let’s do it”
The reason I chose this company is i am a fan of them, and I found out they are more than a sportwear maker, they made lots of donation and helps the local community. As a brand, I think they are very successful about their product and their reputation.
- Brand character is a tricky act, especially if you are limited to just three items. What do you think the three character traits are used by your Fortune 500 company (or is it possible to actually find them and report back)? Are these supposed traits strong or weak options for your brand? What might you do to tweak the choices and best set up your brand for success?
- explore the value of customer journey maps,I’d like you to think about what are some possible paths that you could map out for this brand. Who would be the audience you track, and what experience with your brand would be worthy of mapping? Are there some key touchpoints that would be worthwhile to explore should you actually engage in this activity for your Fortune 500 brand?
- Mission and vision statements seem awfully similar, so I’d like you to practice highlighting the differences by finding either or both if you can for your chosen brand. Contemplate whether these statements work for you and explain the pros and cons. If you want to go above and beyond, consider how you might tweak these to match the direction you think the brand should be taking.
- Earlier you identified the industry that your brand is part of, but do you know in which arena they compete? Taking ideas discussed in class, try to identify what the arena the brand has competed in, is in now, and might need to embrace in the next year or two to stay relevant and compete against upstarts. Does being a larger company require you to think differently about arenas and the competitive landscape?
- Does the brand compete more in the assets or offer positioning territories? Or do they have more of a focus on relationships, staking out approach or skills as the dominant territory? Does an intangible area such as mission play a larger than usual role in the brand’s positioning?Discuss how your knowledge of the brand impacts your best guesses about positioning territories and where your chosen client wants to compete.
- My favorite part of brand building is experience. Beyond event marketing and customer service, how does your brand deliver on its brand promise through experiences and relationship aspects of branding? Why can this be the hardest area to think about and deliver on to consumers? What is your brand doing right here, and what are they doing wrong? Where do they go next?
- Brand identity often seems pretty simple, but there are lots of ways to bring that identity to life and continually engage and delight your customers and prospects. What does your brand do today to present an identity? Can your brand afford to evolve or innovate in this area? How would that impact the larger brand experience?
- How has your opinion about the chosen brand changed or evolved over the quarter? Do you think considering the brand elements at play makes them less magical, or you more cynical? What high-level branding things would you like to have spoken more about this quarter, so I can possibly improve these prompts for the next go ‘round?