Branding(Nike)

What we would do differentlyHistory.Evolution of the swoosh logo.The brand.SWOT Analysis.How the research went.How we worked as a group.What we would do differently.

1962: Phillip Knight, a Stanford University business graduate and former member of the track team, arranges to import athletic shoes from Japan and sell them in the U.S..

1964: William Bowerman becomes a partner by matching Knight's investment of $500.

1969: It now has several stores and 20 employees; sales are close to $300,000.

1971: Nike, capitalizing on the Greek goddess of victory. The first Nike product sold with the new symbol is a soccer shoe.(Creation of the swoosh logo)

1978: The company changes its name to Nike.

1980: Nike goes public, offering shares of stock.

1990: Nike files suit against competitors for copying the patented designs of its shoes, and also engaged in a dispute with the U.S. Customs Service over import duties on its Air Jordan basketball shoes.

2001: Nike opens its first Nike Goddess store, a unit targeting women, in Newport Beach, CA.

2003: Nike purchases Converse Inc.

Reach (Global)Positioning (Up market)Target MarketBrand LoyaltyAdvertising / SponsorshipsBrand Extensions / ExpansionsBrand rank and value

StrengthsStrengthsSponsoring of sports Sponsoring of sports athletes and gain of athletes and gain of valuable coverage.valuable coverage.Development of high Development of high quality products at quality products at reasonable price.reasonable price.Re-location of products.Re-location of products.Brand LoyaltyBrand LoyaltyHigh prestige i.e. FamousHigh prestige i.e. Famous

WeaknessWeaknessPressured to charge low Pressured to charge low prices.prices.Due to diversified Due to diversified products, values fall as products, values fall as market shares fall.market shares fall.

Opportunities - redoOpportunities - redoHas established global brand Has established global brand recognition due to sporting recognition due to sporting events.events.Treated as a fashion brand Treated as a fashion brand by youths and thus stays in by youths and thus stays in demand.demand.Due to high quality Due to high quality products, it brings in more products, it brings in more profit.profit.

ThreatsThreatsFake products.Fake products.New brands of the same New brands of the same quality with lower price quality with lower price margin leaving a competitive margin leaving a competitive advantage.advantage.

There was misunderstanding among the group members

There was lack of communication

Who was to make the slides

Sharing the work amongst ourselves

How to create a good impression on the lecturer

• There was understanding among the group members

• We had to learn not only about the project but also about other member's cultures

• Then we got to understand what the brand actually represents

we got our resources from the Net.

From non group members.

we also shared the result of our research among ourselves and selected the best.

Questions?Any comments!