According to Tuttle (2016), the sales for Adidas’ “Originals” line was up 60% in the first half of 2016 which contributed to the brand being 2016’s fastest growing brand in North America. Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building. Nike is clearly the incumbent in this industry; it’s been a market leader for a very long time. Among these strategies, athlete endorsements could be considered as the most significant success of Nike brand. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Nike built a good relationship with consumers. That could manifest itself in a customer as competing with laziness to become more active or pushing the limits internally to become a better athlete. UA has seemed to focus on training-focused gear in the past, and has recently been gaining traction in basketball. Retrieved from, Nisen, M. (2013). Retrieved from, Westwood, R. (2015). David Aker, a specialist in marketing with a focus on brand strategy, defines brand equity as a set of brand assets and liabilities linked to a brand name and symbol, which add or subtract from the value provided by a product or service (Aaker, 2013).So let’s look at how the apparel and footwear mega-brand Nike built it brand equity to become what some regard as “the best sports brand ever”. As of this date, Scribd will manage your SlideShare account and any content you may have on SlideShare, and Scribd's General Terms of Use and Privacy Policy will apply. The core o f building the brand equity for Nike brand equity is brand association. First, Nike has a well established and strong brand identity with a well recognized and distinguished brand name and brand log, the swoosh. These attributes turn Nike sportswear into something greater than the whole of its parts. It inspires customers to compete not with others but with themselves. Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike. He used to meet them in tracks, in high school and in colleges. What is brand equity and why is it valuable? Besides his own brand association, Ronaldo also valuable for Nike as Hookit ,which which measures the social and digital media value for brands, reported that Ronaldo’s social media activities generated a staggering $474 million in value for Nike at 2016. The most effective marketing channels? is a great way to create a two-way conversation with consumers. With that being said, Adidas, Under Armour and Puma are using celebrity endorsers as well. Retrieved from,,,,,, Discovering Starbucks’ mysterious emoji meanings. With brand awareness comes brand associations. Personally, when I think of athleticism and sports, the first brand that comes to my mind is Nike followed by Adidas and Under Armour. Why Nike is losing its foothold on America’s sneaker market. Nike is capitalizing on the idolized view of American for their athletic heroes, especially the youth the main target of NIKE. Nike undoubtedly possesses this element of brand equity (Aaker, 2014). To strengthen brand loyalty, the relationship between the brand and the customer needs to be rich, meaningful and consistent over time (Aaker, 2014). Jordan’s, Kobe’s, KD’s, LeBron’s, and Kyrie’s are all quite decent cash cows. Brand associations include a variety of things like product attributes, design, social programs, imagery and symbols (Aaker, 2014). For example, when you think about the greatest basketball player of all time, Michael Jordan may come to mind. Biggest Athlete Endorsement Deals In Sports History. How does a company that started as a distributor of Japanese footwear become arguably one of the biggest apparel brands in the world? This type of connection with a brand fosters brand loyalty. Nike over the years has continued to hike prices without offering enticing innovation (design or performance-wise) and repelled some buyers. Nike Swoosh. Performance-wise, the Curry line has been solid. While Nike has many positive brand associations, the brand has not been immune to unfavorable ones. After reading all about why Nike may be the best sports brand ever you may be thinking, well how do companies like Adidas, Under Armour, Reebok, and Puma compare? In my point of view, it’s hard to say which brand is better from different aspects. Although Nike has made advancements in improving the working conditions and wages of its factories overseas, the company still faces backlash and is often plagued with the sweatshop association. The brand name is easily memorized by costumers. How I Wrote More Than 3,000,000 Words in 9 Months. Three ways to build brand loyalty. The two strongest Nike brand associations are ‘Swoosh’ and ‘Just do it’, reflecting just how effective Nike has been in establishing and owning these two unique brand properties. You can change your ad preferences anytime. Brand associations are the connections in out minds between a brand and people, places, things, and emotions. Although the Adidas brand is reemerging as a top competitor, Nike still has LeBron James, Serena Williams and Michael Jordan as celebrity endorsers to help with the sneaker trend. As the athleisure trend continues to gain momentum athletic brands are reaping the benefits. Some of the brand associations for Nike include the Swoosh symbol, the “Just Do It” tagline and athlete endorsers like LeBron James. What has to be mentioned is that Nike is associating its brand with famous athletic celebrities that have similar personality as the brand; they are achievers, winners, determinant, and accomplishment oriented, nontraditional. The customers get something that helps them with their fitness regime and helps them interact with friends, while Nike gets valuable information about how customers are using its products. The most famous example for brand association ever was the collaboration between Nike and Jordan, the association that personified Nike as a superior, achiever, successful and amazing top performing brand. In terms of growth, however, it’s been a different story for the two companies. Brand Awareness is all about how familiar consumers are with your brand. At a relatively cheap price-point of $110–130 for a superstar’s signature shoes, Curry’s have gotten a lot of attention. In addition, one of the most important sources of Nike brand equity is the high perceived quality of the brand not only among athletes but also between the public.Although most of Nike’s market was the public that used their shoes just for walking around yet Nike was committed to design their shoes according to the high standards of professional competition.

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