Brand and communication - Nike: The goddess of marketing
Summary :
Table of Contents
- A study of Nike's marketing foundations
- Keys points of Nike's history
- The reason for success
- Pyramid of influence
- The assumption of the pyramid of influence
- Celebrities endorsement
- Nike marketing policy
- The criticisms against the company
- Measures to deal with the criticism
- Conclusion
Abstract
History
Phil Knight and Bill Bowerman imported Japanese shoes and created BRS "Blue Ribbon Sports".
First polemic with the advertisement "you don't win silver - you lose gold" First partnership with football team
Strategy of nike
Knight & Bowerman sold the shoes in special athletes events, themselves.
Apparition of a marketing strategy: based on people who are athletic oriented.
Good communication with athletes due to their knowledge about sport.
Able to explain the technologies and advantages.
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