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Case study: A review of how Nike’s ‘Just Do It’ campaign transformed their brand

backlinkworks
Writing Articles & Reviews
October 19, 2023

The Nike ‘Just Do IT ‘ campaign is one of the most iconic and influential advertising campaigns in history. Launched in 1988, IT has transformed Nike from a struggling athletic footwear company into one of the most recognized brands globally. The campaign’s success lies in its ability to resonate with consumers, promote the brand’s values, and drive significant business growth.

The Birth of ‘Just Do IT ‘

In the late 1980s, Nike faced tough competition from Reebok, which had secured a dominant position in the market. Nike needed a game-changer – an advertising campaign that could revitalize the brand and ignite growth. Enter ‘Just Do IT .’ Created by Nike’s advertising agency, Wieden+Kennedy, the campaign aimed to inspire consumers to embrace their athletic potential and push past their limits.

The Emotion Behind the Slogan

‘Just Do IT ‘ tapped into the deepest emotions of individuals, encouraging them to go after their goals and dreams. The simple yet powerful slogan embodied the essence of Nike’s brand identity – a commitment to sports, competitiveness, and personal achievement. IT became a rallying cry for athletes and non-athletes alike, uniting them under a shared belief in the power of pursuing greatness.

Impact on Nike’s Brand Perception

The ‘Just Do IT ‘ campaign had an unprecedented impact on Nike’s brand perception. Prior to the campaign, Nike was seen primarily as a performance athletic footwear brand. However, by associating ‘Just Do IT ‘ with a broader message of empowerment and accomplishment, Nike successfully transformed its brand image.

The campaign positioned Nike as a brand that stood for more than just selling athletic shoes; IT embodied a lifestyle – one that encouraged people to push their limits, overcome obstacles, and embrace their true potential. This shift helped Nike appeal to a much wider audience, including both serious athletes and casual sports enthusiasts.

Sustained Success and Business Growth

Since the launch of ‘Just Do IT ,’ Nike’s success has skyrocketed. The campaign not only resonated with consumers but also resonated with Nike’s sales. Within just ten years, Nike’s sales tripled from $877 million to over $9.2 billion.

The ‘Just Do IT ‘ campaign assumed a life of its own, becoming a cultural phenomenon. Its impact extended far beyond advertising to influence various aspects of popular culture, including music, art, and film. IT propelled Nike to become a global leader in the athletic footwear and apparel industry, solidifying its position as an aspirational brand.

Frequently Asked Questions

Q: How did Nike come up with the ‘Just Do IT ‘ slogan?

A: The ‘Just Do IT ‘ slogan was created by the advertising agency Wieden+Kennedy, during a brainstorming session. The agency’s co-founder, Dan Wieden, was inspired by the final words of convicted murderer Gary Gilmore before his execution, “Let’s do IT .” The tagline was rephrased as ‘Just Do IT ‘ to make IT more grammatically appropriate and memorable.

Q: How did the ‘Just Do IT ‘ campaign change Nike’s brand identity?

A: The ‘Just Do IT ‘ campaign broadened Nike’s brand identity by shifting its focus from being solely a performance athletic footwear brand to one that also embraced a lifestyle of empowerment and achieving one’s goals. IT positioned Nike as a brand that stood for more than just products; IT stood for determination, ambition, and inspiring individuals to believe in themselves.

Q: Did the success of the campaign impact Nike’s competitors?

A: Absolutely. The overwhelming success of the ‘Just Do IT ‘ campaign forced Nike’s competitors to reevaluate their marketing strategies. The campaign’s emotional resonance and universal appeal challenged rival brands to connect with consumers on a deeper level. IT set a new standard for sports marketing and influenced the industry as a whole.

The Nike ‘Just Do IT ‘ campaign has left an indelible mark on both the advertising industry and popular culture. By embodying the core values of determination, empowerment, and personal achievement, IT transformed Nike’s brand identity, broadened its appeal, and fueled significant business growth. Three simple words became a mantra for athletes and dreamers alike, propelling Nike to the forefront of the athletic footwear market and forever cementing its place in marketing history.

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Case Study | Inside Nike’s Radical Direct-to-Consumer Strategy

Inside Nike's Radical Direct-to-Consumer Strategy Case Study

Chantal Fernandez

In October 2020, in the middle of a global pandemic that had infected 188 countries, causing record sales damage across the retail sector, Nike’s share price hit an all-time high.

Like other retailers, Nike had been forced to close most of its network of more than 900 stores across the world, as had its key wholesale partners like Nordstrom and Foot Locker.

But the American sportswear giant’s performance during the pandemic, when its online sales spiked, signalled to many that Nike had the competency to prosper long term, in a future that will be increasingly defined by e-commerce and digital brand connections.

It was a validation of a strategy that Nike prioritised three years ago, dubbing it “Consumer Direct Offense,” but the seeds of the approach go back almost a decade.

Above all, Nike is a marketing company. It doesn’t just sell sneakers; it sells the brand aspiration that imbues those sneakers with meaning. But to achieve the reach required to scale its business, Nike’s distribution strategy had long-relied on third-party retailers to sell its products, even if the consumer experience offered by those partners diluted its brand.

But in a future increasingly defined by e-commerce, fast-moving trends and, above all, the rising power of branding to drive consumer preference when competitors are just a click away, Nike realised that in order to thrive, it needed to take control of its distribution to better manage its brand and deepen its connection with consumers.

It was definitely architecting a new retail, and a bold, retail vision for Nike.

Such an evolution is easier said than done, especially for a business as large as Nike in a category as competitive as sportswear. But by radically cutting back on its wholesale distribution and raising the bar for brand experience with the third-party partners that remained; expanding its focus on content, community and customisation to keep customers close; investing in its data analytics and logistics capabilities; and rethinking the role of the store as a brand stage, Nike drove a veritable direct-to-consumer revolution.

When the pandemic hit, these shifts went into overdrive.

“It was definitely architecting a new retail, and a bold, retail vision for Nike,” said Heidi O’Neill, Nike’s president of consumer and marketplace, and one of the most prominent executives leading the brand’s new strategy in recent years. “But it started with our consumer, and we knew that consumers wanted a more direct relationship with us today.”

In this case study, BoF breaks down Nike’s pioneering direct-to consumer strategy and how it has worked to the brand’s advantage, propelling its share price to new heights during the global crisis of 2020.

Click below to read the case study now.

Mark Parker
John Donahoe
direct to consumer
athletic apparel

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Case Study | Nike And The Sense Of Having A Brand Mantra

Case Study | Nike And The Sense Of Having A Brand Mantra 2 min read

A brand with a keen sense of what it represents to consumers is Nike . Nike has a rich set of associations with consumers, revolving around such considerations as its innovative product designs, its sponsorships of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude.

Internally, Nike marketers adopted a three-word brand mantra of “ authentic athletic performance ” to guide their marketing efforts. Thus, in Nike’s eyes, its entire marketing program—its products and how they are sold—must reflect the key brand values conveyed by the brand mantra.

Nike’s brand mantra has had profound implications for its marketing. In the words of ex-Nike marketing gurus Scott Bedbury and Jerome Conlon, the brand mantra provided the “intellectual guard rails” to keep the brand moving in the right direction and to make sure it did not get off track somehow.

Nike’s brand mantra has even affected product development. Over the years, Nike has expanded its brand meaning from “running shoes” to “athletic shoes” to “athletic shoes and apparel” to “all things associated with athletics (including equipment).”

Also Read: Coca-Cola Learned Branding Lesson The Hard Way

Each step of the way, however, it has been guided by its “authentic athletic performance” brand mantra. For example, as Nike rolled out its successful apparel line, one important hurdle for the products was that they should be innovative enough through material, cut, or design to truly benefit top athletes. The revolutionary moisture-wicking technology of their Dri-Fit apparel line left athletes drier and more comfortable as they sweat. At the same time, the company has been careful to avoid using the Nike name to brand products that did not fit with the brand mantra, like casual “brown” shoes.

When Nike has experienced problems with its marketing program, they have often been a result of its failure to figure out how to translate its brand mantra to the marketing challenge at hand. For example, in going to Europe, Nike experienced several false starts until realizing that “authentic athletic performance” has a different meaning over there and, in particular, has to involve soccer in a major way. Similarly, Nike stumbled in developing its All Conditions Gear (ACG) outdoors shoes and clothing sub-brand, which attempted to translate its brand mantra into a less competitive arena.

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Nike retains crown as world’s most valuable apparel brand, brand value USD31.3 billion

Just do it again: nike keeps its stride as the reigning champion of apparel brands, valued at usd31.3 billion, down-apparel brand bosideng makes waves as china pivots from manufacturing towards brand-generation.

French fashion house Celine named fastest-growing apparel brand, while iconic luxury brands remain resilient

Rolex looking stylish as the strongest apparel brand, while other Swiss watch brands see their brand values increase

Fast fashion giants continue to see their brand values and brand strength decline
Nike has the highest Sustainability Perceptions Value (SPV) at USD2.3 billion

View the full Brand Finance Apparel 50 2023 report here

Nike (brand value down 6% to USD31.3 billion) retains its title as the world’s most valuable apparel brand, despite losing brand value, according to a new report from leading brand valuation consultancy, Brand Finance.

Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest apparel brands are included in the annual Brand Finance Apparel 50 2023 ranking.

Annie Brown, General Manager of Brand Finance UK, commented,

“From its relentless commitment to innovation, ability to stay ahead of market trends, and extensive partnerships with athletes worldwide, Nike has firmly cemented its place at the top of the apparel industry. In 2023, the brand is continuing to leverage its enormous global influence and reputation to empower positive change in the sporting world and beyond.”

New Balance (brand value up 11% to USD1.8 billion) has entered this year’s ranking as one to watch. The brand’s reputation and popularity are set to soar following the recent triumph of tennis sensation Coco Gauff at the US Open, where she and her family proudly donned her custom-made 'Call me Champion' shirt. The star also unveiled her signature New Balance shoe, the CG1 Vintage, in 2023. Her win is expected to trigger a surge in shoe sales, positively impacting New Balance's brand value and bolstering its positive reputation in the sporting industry.

The apparel industry has played a crucial role in China's rapid modernisation and is experiencing robust growth. China’s largest down-clothing brand , Bosideng , (brand value up 12% to USD1.9 billion), has successfully overcome the common challenges faced by Chinese brands in the global market by connecting with consumers and establishing itself as a distinctive player. Bosideng’s ability to penetrate the Western market, while also showcasing its Chinese heritage, has bolstered its success and brand strength this year. Bosideng has opened more stores across Europe, collaborated with renowned designers, including former Hermès creative director, Jean Paul Gaultier, and participated in international fashion shows to enhance its global brand profile.

French fashion house Celine named fastest-growing apparel brand, while iconic luxury names remain resilient

Celine (brand value up 51% to USD2.9 billion) has experienced remarkable growth under the creative direction of Hedi Slimane, appointed to the brand in 2018, and overseen by Celine’s chief executive Séverine Merle. Slimane's innovative vision and brand revitalisation efforts, boosted by social media marketing and advertising campaigns, have played a crucial role in Celine 's growing brand value. The brand provides yet another case study in the power of the LVMH luxury superpower in its ability to breathe new life into luxury heritage brands.

Luxury apparel has faced challenges and transformations in the post-pandemic era, with e-commerce and social media reshaping the landscape while streetwear and athleisure gain popularity. However, renowned luxury brands like Dior (brand value up 46% to USD13.2 billion), Louis Vuitton (brand value up 12% to USD 26.3 billion), and Chanel (brand value up 27% to USD19.4 billion) have thrived, thanks to promising sales growth and their enduring brand strengths, upholding their iconic status in the post-pandemic world.

In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Rolex’s (brand value up 28% to USD10.7 billion) has become synonymous with luxury and timeless elegance. It is this combination of heritage, craftsmanship and reputation for excellence that drives the enduring brand strength of Swiss watchmakers, with other strong performances from Omega (brand value up 13% to USD4.5 billion) up to 20 th position and TAG Heuer (brand value up 6% to USD2.6 billion) up in 36 th position.

F ast fashion giants continue to see their brand values and brand strength decline

As sustainability becomes an increasing driver of choice between apparel brands, global fast-fashion houses like H&M (brand value down 26% to USD9.4 billion) and Zara (brand value down 15% to USD11 billion) are taking a hit to their brand strengths and reputations. Their weaker brand strengths can be attributed to vague communication and a lack of transparency regarding sustainability. For example, H&M's Conscious Collection was found to extensively use synthetic materials derived from fossil fuels. This case reflects a larger trend in the industry, whereby such retailers engage in ‘greenwashing’ to mask cost-saving initiatives.

Nike has the highest Sustainability Perceptions Value at USD2.3 billion

Nike has the highest Sustainability Perceptions Value in the 2023 apparel ranking, at USD2.3 billion. The brand’s ‘Move to Zero’ sustainability campaign has garnered global attention and enhanced global perceptions of the brand’s sustainability commitment. Nike is also actively involving athletes in its sustainability efforts in a bid to enhance consumer awareness about sustainability. The brand continues to leverage its enormous global influence to promote ESG practices company-wide, supporting its mission to ‘move the world’ forward through sport and empower positive change for communities across the globe.

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Penny Erricker

About brand finance.

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations of all kinds make strategic decisions.

Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.

Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.

Brand Finance is a regulated accountancy firm, leading the standardization of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.

Definition of Brand

Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.

Brand Strength

Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.

Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.

Brand Valuation Approach

Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.

The steps in this process are as follows:

1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.

2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.

3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.

4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.

5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.

6 Apply the royalty rate to the forecast revenues to derive brand revenues.

7 Discount post-tax brand revenues to a net present value which equals the brand value.

Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.

The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.

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Nike Marketing Strategy 2024 - 7 Effective Findings from Case Studies

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Published on 21 Jun 2024

Nike Marketing Strategy 2024 - 7 Effective Findings from Case Studies

Nike marketing strategy: top effective findings from case studies, history of nike, goals and objectives - nike marketing strategy, nike’s target audience, nike marketing strategy: challenges, solutions, and its approaches, how nike’s marketing strategy evolved, how to apply the nike’s marketing strategy to your brand, growth and market reach, what to take.

Nike has taken an image of an athleisure company and an American multinational corporation, but, the brand has taken way the world with inspiration, emotion, diversity, and unity with its simple marketing campaigns.

The core purpose of Nike marketing strategy is to keep moving the world forward. Over the years, it has launched and introduced various stylish and sustainable services from remembering the Swoosh, and the tagline ” Just Do It” which does not only come into our mind.

Enlisting the action of Nike's marketing strategies is remarkable. What makes it so special to get the products?

There are multiple reasons why people buy Nike products in this case study explained, but, one absolutely convincing means is that it is more than a brand that builds communities, planet protection, and makes sports accessible beyond diverse horizons. We have also discussed the top Nike Marketing Strategies that you can learn in 2024.

Purpose of the Article

The main aim of this article by Sprintzeal caters to information as social proof from various case studies about a process, product, or service that can resolve marketing issues.

Known as one of the largest athletic apparel companies, Nike (Nike, Inc.) is an American multinational association that deals with the design, development, manufacture, and global marketing and sales of footwear, accessories, apparel, equipment, and services. Began with a mission to, “bring inspiration and innovation to every athlete” in the world It is based in Beaverton, Oregon, NIKE, Inc. includes the Nike, Converse, and Jordan brands, and many more.

It was founded by Bill Bowerman and his former student Phil Knight in 1964.

Nike plans to build a 3.2 million square foot expansion to its World Headquarters in Beaverton.

The Nike brand strategy focuses on bringing the culture of the invention to today’s athletes while solving issues for the upcoming generation.

Nike has acquired and sold several footwear and apparel companies over the years. It has also acquired Starter, Zodiac, Celect, and Datalogue and purchased RTFKT Studios.

It was founded in 1964 by Bill Bowerman, a track-and-field coach at the University of Oregon, and his former student Phil Knight as Blue Ribbon Sports. The brand was rebranded in the 60s, their company was relaunched as Nike in 1971.

In 1972, Blue Ribbon sports which later became Nike unveils "Moon Shoes

In 1974, the Waffle Trainer was patented, featuring Bill's famous Waffle outsole.

In 1982, introduced the Air Force 1 basketball shoe.

In 1994, Nike signs LeBron James

In 2000, launched Nike Shox in the market.

In 2008, introduced the Flyware shoe and signs Derek Jeter

In 2018, introduced React Element 87. Nike launched a new "Just do it" ad campaign featuring Colin Kaepernick.

In 2020, Nike Air-max 97G "Peace and love" was introduced. It also reveals uniforms for the 2020 Tokyo Olympics.

The main priorities and objectives of Nike marketing strategy,

It includes promoting diversity, equity, and inclusion.
Innovations that create sustainable materials and approaches to tackle environmental impact.
Towards advancing a transparent and responsible supply chain.
To build community by investing in organizations that pay efforts on economic empowerment, education, and equality.
Uplifts unity with the current generation through sport and encourages an active lifestyle to reach their potential future.

To truly understand the effectiveness of Nike's marketing strategy, it's crucial to dissect the various segments within their vast target audience. Nike's ability to connect with different consumer groups is a central theme in this Nike marketing strategy case study. Let's delve deeper into these segments:

Athletes, Professionals, and Enthusiasts: Nike casts a wide net, catering to athletes at all levels, from elite professionals to passionate enthusiasts. Their product range is meticulously designed to enhance athletic performance, making Nike the preferred choice for athletes worldwide.

Running Enthusiasts: Nike's dominance in the running domain is unparalleled. They offer an extensive selection of running shoes, apparel, and accessories tailored to the specific needs of runners, whether they're seasoned marathoners or occasional joggers.

Sports Enthusiasts: Beyond athletes, Nike appeals to anyone with a fervent passion for sports. Their marketing efforts invite individuals to adopt the mindset of an athlete, whether they actively engage in sports or simply lead an active lifestyle.

Women in Sports: Recognizing the growing influence of women in sports, Nike has dedicated a significant portion of their marketing efforts to empower female athletes and sports enthusiasts.

Young Athletes: Nike understands the importance of cultivating brand loyalty from a young age. Their marketing strategies are crafted to inspire and engage young athletes, nurturing a lifelong connection to the brand.

Sustainability Advocates: In recent years, Nike has expanded its reach to consumers who prioritize sustainability and ethical practices. Their marketing seamlessly integrates these values, resonating with the environmentally conscious audience.

This diverse and inclusive approach to their target audience has been a pivotal factor in the success of Nike's marketing strategy. It showcases their ability to resonate with a wide range of consumers, from professional athletes to environmentally conscious individuals.

Striving to create more eco-friendly materials as possible, bioplastic for their sneakers is used as a replacement for plastic, leather, and other materials.

Well known for the fact that Nike promotes its products through sponsorship agreements with influencing athletes, professional teams, and athletic teams.

- High level competition of Nike with Adidas and Reebok and other companies with the closely similar product line and common target markets.

- Limited exports of Nike products due to legal restrictions can be one reason for fewer sales or revenues.

- The economic and political situation of those countries manufacturing Nike products is also one main challenge.

- Being a global brand, controversies are sensitive to the company image.

Hence, these is some of the reasons why strategies are relevant for Nike.

The questions still arise, why do people go after Nike products even if several brands apply the same approach? Does Nike market segmentation do it differently?

With being able to pull effective Nike marketing plan guidelines over past years; the other part also had faced consequences and drove up on solutions-making with,

1) Advertising

One of the key parts of the Nike advertising strategy is advertising through television ads and other social media forms with affiliate marketing.

In 1982, Nike aired its first three national television ads during the broadcast of the New York Marathon.

2) New Media Marketing

Having to understand the importance of having different mediums along with display advertising, content marketing, and social media promotions, boosts Nike global marketing strategy in the right direction.

Nike is risk-taker, with the way to early application of internet marketing, email management technologies, narrowcast communication technologies, and broadcast to build multimedia marketing campaigns.

3) Emotional Branding

How undeniable that Nike always puts powerful emotions through the brand! The advertisement seldomly briefs on its products and services.

A few of the best ads and commercials from Nike quotes for motivation, inspiration, and greatness can be:

“We gave up giving up”,

“All you have to do is pick up your feet.”

“My better is better than your better.”

“Don’t believe you have to be like anybody to be somebody.”

The building of the right emotions by Nike effortlessly comes through curated content and narrative that again narrates a story; a tale of inspiration applicable to anyone to combat their challenges and meet their victory.

Instead, Nike emotional branding has been impactive followed as an effective strategy in the world of marketing at present. It inturns invokes emotions related to success, morale, victory, and self-improvement which makes it a powerful product.

4) Nike Target Market Segmentation

One thing marketers should learn from nike segmentation targeting and positioning

is understanding their customer.

And, Nike focuses very well on their main target markets for their product and services i.e., athletes, runners, and sports enthusiasts.

In the running years, it enlarges strategies to lead precise market segments for runners, women, and young athletes.

An observation is taken into action to create that meets the custom interests as per customer requirements.

5) Convey a Story

To have been accompanied by a global audience, another marketing strategy applies by conveying the story in simple and effective points rather than using descriptive or jargon with their brand voice.

In this way, they connect and try to encourage the masses to chase their dreams and “Just do it”.

An instance as shown in the above image; another excellent technique is their tagline which builds an emotional marketing story that relates to anyone to catch their dream and build customer loyalty,

6) Newsworthiness

This brand strategy uses newsworthiness to impact and appeal to a story. In most cases, it uses recent events or happenings about what people need or want to know.

It is also tricky to decide what stories to cover, but Nike evaluates and continues with newsworthy stories before the release to avoid controversies or false information.

This pattern could be applied based on events that impact your readers all over the world

7) Invest in Customer Loyalty

In Nike, it associates with diverse masses apart from the target audience. Does it have good customer loyalty? Yes.

With less loyal customers, the challenge to come up with anticipatory decisions and effectively plan your finances can be scary.

One of the reasons the brand is irresistible globally till current which is less surprising is sole because of customer loyalty. The precise, well-executed product and service not only attract new customers but retain customers with good profit margins.

- Nike is releasing “No Finish Line,” a new book that celebrates and figures Nike’s 50 years of game-changing design and innovation in the favor of athletes and sports. It lay down a design vision for the next 50 years.

- It applies measures to create a better future by investing in active and inclusive communities. Nike Community Impact Fund (NCIF), an employee-led and neighborhood-focused approach

in aid of local community organizations globally for a positive, effective, and making a play for all the kids.

- Nike made about 35% digital and aims to achieve 50% by 2025.

One of the best ephemeral approaches is that a part of Nike’s success goes to influencing and inspirational athletes such as Michael Jordan, Mia Hamm, Roger Federer, Tiger Woods, Kobe Bryant, Lebron James, and many others.

To truly appreciate the efficacy of Nike's marketing strategy, it's essential to trace the evolutionary path it has taken over the years. This retrospective analysis of Nike's marketing strategy is integral to our Nike marketing strategy case study. Here is a comprehensive exploration of the evolution of Nike's marketing approach:

The Early Years: Nike's origins can be traced back to its predecessor, Blue Ribbon Sports, which primarily served as a distributor of Japanese running shoes. During this nascent phase, Nike's strategy was firmly rooted in performance and innovation.

The Birth of Nike: In 1971, Nike emerged as a distinct entity, drawing inspiration from the Greek goddess of victory. This marked the inception of Nike's emphasis on empowerment and achievement, an approach that would become central to their branding.

Celebrities Take Center Stage: The 1980s heralded a new era for Nike, marked by the strategic use of celebrity endorsements, most notably with basketball icon Michael Jordan. These high-profile endorsements solidified a deep emotional connection between Nike and consumers.

The "Just Do It" Era: In 1988, Nike introduced its iconic "Just Do It" slogan, encapsulating the ethos of personal determination and resilience. Swiftly, it became synonymous with the brand's identity and mission.

Digital Transformation: Nike was an early adopter of digital marketing, recognizing the potential of the internet and social media. They harnessed these platforms to engage consumers through multimedia campaigns and create a digital presence that mirrored their innovative spirit.

Emotional Branding: Nike's pivot towards emotional branding represented a pivotal moment in their marketing evolution. Rather than simply showcasing products, they focused on evoking powerful emotions, such as success, motivation, and self-improvement. This shift solidified Nike as a potent and influential brand.

Sustainability and Inclusivity: In recent years, Nike has demonstrated a commitment to sustainability and inclusivity, both in their products and marketing. They aim to create eco-friendly products and promote social responsibility, aligning with the evolving values of today's consumers.

This journey of evolution highlights Nike's remarkable adaptability and capacity to align their strategy with changing consumer landscapes. From their roots in performance and innovation to their current focus on emotional branding, sustainability, and inclusivity, Nike's marketing strategy has continued to resonate with a diverse and ever-changing audience.

To harness the power of Nike's potent marketing strategy for your own brand, it's essential to follow a well-defined blueprint. This section of our Nike marketing strategy case study provides a step-by-step guide on how to apply Nike's principles to your brand effectively:

Know Your Audience Inside Out: Much like Nike, start by conducting thorough market research to understand your target audience's specific needs, preferences, and aspirations. Tailor your products and marketing strategies accordingly.

Forge an Emotional Connection: Take a page from Nike's playbook and aim to create profound emotional connections with your audience. Share compelling stories that resonate with your brand's mission and values, inspiring and motivating your customers.

Embrace the Digital Realm: Leverage the expansive digital landscape, including social media, content marketing, and multimedia campaigns, to amplify your brand's reach. Follow Nike's lead in utilizing these platforms effectively to engage and captivate your audience.

Champion Sustainability and Social Responsibility: If your brand aligns with sustainability and social causes, make them integral to your strategy. Showcase your commitment to positive change through sustainable practices and support for relevant social issues.

Consistency is Key: Maintain a consistent brand image and message across all marketing channels. This consistency not only reinforces your brand identity but also leaves a lasting impression on your audience.

Prioritize Innovation: Continuous innovation should be at the heart of your strategy, much like Nike's dedication to pushing the boundaries. Innovate your products and marketing strategies to stay relevant and capture the full attention of your audience.

Leverage Influencers and Celebrities: Collaborate with influencers or celebrities whose values align seamlessly with your brand's mission. This partnership can help expand your reach and enhance your brand's credibility, similar to Nike's successful partnerships with iconic athletes.

By following these steps, you can effectively incorporate the power of Nike's marketing strategy into your own brand. Building a successful brand, as exemplified in this Nike marketing strategy case study, requires a strategic approach, unwavering dedication, and a profound understanding of your audience's aspirations and needs.

Don't Wait, Just Do It

In the ever-changing field of marketing, the key to success is action. Much like Nike urges you to take action; we encourage you to propel your digital marketing career forward by enrolling in Sprintzeal's Digital Marketing Course. Don’t let your hesitation cost you your opportunities.

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As per Wikipedia , During the Q1 of 2020, the company's online sales have grown by 36%. While the net income in mil. is $6,046 and revenue is $46,710 in 2022.

As per the Forbes report, Nike's Financial Summary for 2022, the revenue is $46.9 billion with assets of $38.6 billion and profits of $6.1 billion.

The following image gives a glance at the percentage growth with the approaches.

Image Source: Nike

Final Results

During the article study, we also found that problems may occur subsequently with changes made to the distribution, marketing, and management strategies of Nike.

Companies can refer to Nike's marketing strategy to influence the four Ps i.e, price, product, promotion, and place. New features may expand the changes to higher growth of the product and might develop a new market.

Source 1: Nike-A Case Study Just Do It

Source 2: Nike Marketing Case Study

Source 3: An Investment Analysis Case Study: Nike - NYU Stern

Research Details

This article emphasizes curated study from three case studies apart from Nike’s official website.

Therefore, all the effective strategies are presented for information and education means for readers in response to the current marketing issues along with the given references in this article.

Digital Marketing Masters Program Certification Training

Winning the market is one technique that Nike has been doing so well since its implementation till date. What’s even interesting is having to market its products under its various brands and subsidiaries.

The subsidiaries like Nike+, Nike Golf, Nike Blazers, Nike Pro, Air Jordan, Air Max, and other brands like Hurley Int., Jordan, and Converse.

In the field of such marketing, digital marketing plays a dominant role. To pursue a career in digital marketing training, choosing from a globally recognized ATO (An accredited training organization) from Sprintzeal accelerates your career of interest.

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What is the marketing strategy of Nike?

Nike's marketing strategy focuses on using compelling storytelling and imagery to make an emotional connection with its target audience. They leverage iconic slogans like "Just Do It," collaborate with high-profile athletes, and utilize social media to engage directly with consumers. By focusing on innovation, quality, and sustainability, Nike maintains a strong brand presence that resonates globally.

What is Nike's targeting strategy?

Nike has a diverse range of target audiences, ranging from professional athletes to recreational exercisers. They segment their market by demographics, psychographics, and behavioral data, tailoring products and marketing campaigns to specific groups. Nike also emphasizes inclusivity and diversity, ensuring their brand appeals to a broad and varied audience.

What are the pillars of Nike marketing?

Nike's marketing is built on three main pillars:

- Innovation: Continuously pushing the boundaries with new technologies and products.

- Athlete Endorsements : Partnering with top athletes to enhance brand credibility and reach.

- Emotional Branding : Tells touching tales that appeal to customers' emotions and help them relate to you personally.

What is Nike's personal selling strategy?

Nike's personal selling strategy focuses on creating personalized and immersive retail experiences. Their stores are designed to showcase the brand's lifestyle and innovation, with knowledgeable staff who offer expert advice and personalized recommendations. Nike also utilizes digital tools to enhance the shopping experience, such as the Nike app, which provides customized product suggestions and exclusive content.

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May 14, 2018

Wrapping Your Mind Around Brand Architecture – A Nike Case Study

Updated: Jan 2

It’s alright to be Goliath, but always act like David. ―Phil Knight

Building a brand is a complex and challenging endeavor, but managing a brand's structure and continuity with multiple sub-brands can be even more daunting.

That's where understanding brand architecture comes in. At its core, brand architecture refers to the relationship between a parent brand and its sub-brands, and how each sub-brand fits into the overall brand strategy.

In today's highly competitive business landscape, it's not enough to simply have a strong parent brand. To achieve sustained success, companies must develop a brand architecture strategy that supports the parent brand's macro vision while also differentiating each sub-brand and targeting specific customer segments.

Nike, one of the world's most recognizable brands, is a perfect example of effective brand architecture. Their vision statement, "To bring inspiration and innovation to every athlete in the world," serves as the ultimate macro brand mission.

By examining Nike's sub-brands, such as Nike SB, Jordan, Nike Free, Nike Golf, Converse, Hurley, and NikeLab, we can see how each sub-brand has a unique identity that resonates with its core customer while still supporting the parent brand's overall vision.

Through this article, we will dive deeper into Nike's brand architecture and explore how the company's sub-brands differ from one another while still contributing to the overarching brand strategy. We'll also discuss the history, target audiences, product offerings, brand partnerships, market performance, innovation, global reach, brand loyalty, and the future outlook for each sub-brand within Nike's vast portfolio (including a look into the cultural phenomena surrounding the Air Force 1).

Wall Street Zen: NIKE Inc Statistics & Facts

Nike: the parent brand.

Nike, Inc. is a global giant in the athletic footwear, apparel, and equipment industry. Founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight, the company officially became Nike, Inc. in 1971. From its humble beginnings, Nike has evolved into a household name and an emblem of sporting excellence.

Brand Identity

Nike's brand identity is built on a foundation of inspiration and innovation. Its mission is to bring these qualities to every athlete in the world, emphasizing that everyone, no matter their skill level, is an athlete. This inclusive approach has been a driving force behind the brand's global appeal.

Brand Strategy

Nike's brand strategy revolves around delivering cutting-edge performance products, leveraging athlete endorsements, and continuously innovating in design and technology. This approach has enabled Nike to maintain its leadership position and strong brand recognition for decades.

Nike Sub-Brands: A Comprehensive Analysis

Brand architecture: nike sb.

Nike SB is a sub-brand of Nike that was launched in 2002, and it stands for Skateboarding.

Nike SB is a great example of how a brand can effectively segment its products to cater to different consumers' needs.

With a unique vibe that distinguishes it from the other sub-brands such as Air Jordan and Nike Free. Free-living and alternative. It embodies the culture of west coast skateboard life and the youth that support it.

The brand has everything from footwear, clothing, a signature line, accessories and even a kids line that speaks to the skateboard culture.

Nike SB has a loyal following that identifies with its free-living and alternative lifestyle. They even have their social media platforms that feature athletes within this arena , the fashion, and the culture that skateboarding has come to embody.

What ties Nike SB back to its parent brand is the dynamic nature of its content that shouts innovation.

Despite the brand targeting a different market segment, it still transmits that same Nike energy.

This approach allows Nike to diversify its offerings while maintaining a consistent brand image across its sub-brands. By doing so, Nike can appeal to different consumer groups without diluting its brand equity.

BRAND ARCHITECTURE: JORDAN BRAND

The Jordan brand is an iconic name that is synonymous with high-fashion athleisure and performance apparel.

This brand has evolved over the years, starting with a gamble taken by Sunny Vicaro in the 1980s when he allocated Nike's entire $2 million endorsement budget on the back of Michael Jordan.

As we all know, Michael Jordan is a legendary figure and one of the most influential athletes in the world. He has built a brand that is renowned for its quality, style, and performance.

The Jordan products are not just clothing or shoes, they are considered art within their circles and attract top athletes and music producers.

Unlike Nike SB, the Jordan brand has a more sophisticated and upscale appeal, attracting consumers who appreciate high-end fashion and sportswear. But despite the difference in the target audience, the brand continues to produce innovative products that appeal to both the fashion-conscious and performance-driven.

Nike has done such a good job with their branding that many customers that identify with more than one of its sub-brands likely feel a higher level of affinity towards the brand as a whole.

The success of the Jordan brand is a testament to this strategy, as it has become one of the world's most valuable brands.

Michael Jordan has earned over $1 billion from his endorsement deals with Nike.

BRAND ARCHITECTURE: NIKE FREE

Within Nike’s overall brand architecture, they also have the Nike Free brand.

Aimed towards the runners of the world, this brand and product line focuses on a very different segment than Nike SB or Jordan.

With a spirit built around natural movement and how it relates to running and training, the campaigns they run focus on freedom and functionality for athletes.

The Nike Free mission is “Nike’s mission to create shoes that place an athlete closer to the ground, more in tune with one’s body and innate physical abilities.”

As you can tell, there is more of a focus on performance and training in the Nike Free universe.

However, you will see a strong influence of Nike Free in the Nike Run Club.

Nike is supplied by 122 footwear factories located in 12 countries.

Nike's commitment to performance is reflected in the design and production of their footwear. The company is supplied by 122 footwear factories located in 12 countries, each dedicated to delivering high-quality products that meet the needs of athletes worldwide.

Nike Free is no exception, with shoes that are designed to provide the support, comfort, and natural movement needed for runners to perform at their best.

Whether you're a professional athlete, an aspiring runner, or someone who values comfort and performance in their athletic footwear, Nike Free offers a unique brand experience that is focused on delivering innovative products designed to meet the needs of runners worldwide.

BRAND ARCHITECTURE: NIKELAB

Another sub-brand that is important to understand in Nike’s brand architecture is NikeLab. NikeLab is an exclusive brand that focuses on innovation and design.

It is a collaboration between Nike and leading designers, stylists, and artists from around the world, who work together to create limited-edition products that are available in select locations around the world.

NikeLab products are designed with premium materials and are often handcrafted to ensure the highest level of quality.

The brand is known for its unique and experimental designs, often exploring new ways to incorporate technology into fashion and performance wear.

NikeLab has collaborated with a range of designers and artists, including Riccardo Tisci, Virgil Abloh, and Jun Takahashi.

One of their most successful collaborations was with the Italian luxury fashion brand Stone Island, which resulted in a collection of highly sought-after garments that incorporated advanced fabrics and construction techniques.

NikeLab products are not widely available, and the brand maintains an air of exclusivity around its releases. This approach has helped to create a strong following among sneaker enthusiasts and fashion-forward consumers who value limited edition products and cutting-edge design.

BRAND ARCHITECTURE: NIKE GOLF

Established in 1998, Nike Golf initially aimed to cater to golf enthusiasts by offering golf clubs, golf balls, footwear, and apparel designed to enhance performance on the golf course.

Nike Golf's initial offerings included clubs, golf balls, footwear, and apparel, combining style and performance for golfers at various skill levels.

Similar to other Nike sub-brands, Nike Golf partnered with top professional golfers to showcase its commitment to excellence in the sport. Most notably the GOAT himself, Tiger Woods.

Nike Golf introduced groundbreaking golf technology, such as the Vapor Fly driver and RZN golf balls, demonstrating its dedication to advancing the game.

However, Nike Golf later shifted its focus solely to golf apparel and footwear, aligning more closely with its core strengths in sports apparel and ensuring a consistent brand image. Today, it continues to offer stylish, high-performance golfing options for enthusiasts worldwide.

BRAND ARCHITECTURE: CONVERSE

Converse, acquired by Nike in 2003, has a rich heritage in sneaker culture, dating back to 1908. It's known for iconic designs like the Chuck Taylor All Star.

Converse appeals to a broad audience, spanning generations. Its classic sneakers are worn by individuals of all ages, from teenagers to adults. Converse offers a wide range of sneakers, apparel, and accessories, with a focus on classic and timeless designs.

Converse holds a special place in pop culture, symbolizing rebellion, self-expression, and artistic creativity. While Converse maintains its classic appeal, it has also adapted to modern trends, collaborating with artists and designers to create unique collections.

BRAND ARCHITECTURE: HURLEY

Hurley, acquired by Nike in 2002, is deeply rooted in surf and skate culture. It was founded by Bob Hurley, a passionate surfer and entrepreneur.

Hurley's target audience includes surfers, skaters, and those who embrace the surf and skate lifestyle. It caters to individuals who value both performance and style.

Product Range: Hurley offers a range of surfwear, swimwear, apparel, and accessories designed for active lifestyles.

Like other Nike sub-brands, Hurley collaborates with athletes and influencers who embody the brand's ethos.

Hurley has taken steps toward sustainability, launching products like Phantom Boardshorts made from recycled materials.

Air Force 1: Cultural Icon of Sneaker Fashion

No comprehensive study of Nike's brand architecture would be complete without mentioning the Air Force 1. This iconic sneaker, first introduced in 1982, has transcended its role as athletic footwear to become a cultural phenomenon.

The Air Force 1, often referred to simply as the AF1, is known for its timeless design and versatility. It has found a place in the wardrobes of athletes, musicians, streetwear enthusiasts, and fashion icons alike.

The sneaker's sleek silhouette and distinctive features have made it a canvas for countless collaborations and customizations, further solidifying its status as a cultural icon.

In urban and streetwear culture, the Air Force 1 holds a special place. It has been featured in songs, films, and art, becoming a symbol of self-expression and style.

Nike has continuously reinvented the Air Force 1, releasing new colorways, materials, and limited-edition versions to keep it fresh and appealing to a diverse audience.

Shop Nike Air Force 1's on Amazon

Global Expansion Strategies

Nike's global expansion strategies vary by sub-brand, reflecting the distinct needs and preferences of different markets. While some sub-brands have a more widespread international presence, others maintain exclusivity in select locations.

Innovation at the Heart of Nike's Brand Architecture

Innovation has been a cornerstone of Nike's brand strategy from its inception. This commitment to pushing the boundaries of design, technology, and sustainability extends to all its sub-brands.

Technological Advancements

Nike has been at the forefront of technological advancements in athletic apparel and footwear. Across its sub-brands, it has introduced groundbreaking technologies like Nike Air, Flyknit, React, and Dri-FIT, enhancing comfort, performance, and style.

Sustainable Initiatives

Nike has also prioritized sustainability across its brand architecture. Sub-brands like Nike Free and Hurley have launched products made from recycled materials, contributing to environmental conservation.

Emerging Technologies

Innovation extends beyond products to emerging technologies. Nike has embraced digital platforms, augmented reality, and data analytics to enhance the consumer experience and personalize product recommendations.

Brand Loyalty and Community Engagement

Nike's sub-brands foster brand loyalty through various initiatives, including loyalty programs, brand communities, and events. These efforts create a sense of belonging among consumers and enhance their connection to the brand.

Loyalty Programs

NikePlus, the brand's loyalty program, offers members exclusive access to products, early releases, and personalized recommendations. It incentivizes repeat purchases and engagement with the Nike ecosystem.

Brand Communities

Each sub-brand cultivates its own community of enthusiasts. Whether it's skateboarders embracing Nike SB, runners joining the Nike Run Club, or sneaker collectors following NikeLab collaborations, these communities strengthen brand loyalty.

Events and Collaborations

Nike regularly hosts events and collaborations that bring consumers closer to the brand. These include product launches, athlete meet-and-greets, and special releases that create excitement and engagement.

The Future Outlook for Nike's Brand Architecture

As Nike continues to evolve in a rapidly changing global landscape, several trends and developments are shaping the future of its brand architecture.

Sustainable Innovation

Sustainability will remain a key focus, with Nike striving to reduce its environmental footprint and create products that align with consumer values.

Digital Transformation

Nike will further embrace digital channels, leveraging data and technology to enhance the consumer experience and drive online sales.

Inclusivity and Diversity

The brand will continue to champion inclusivity and diversity, recognizing that the world of sports and athletics is rich with diverse talents and stories.

Emerging Markets

Nike will explore opportunities in emerging markets, targeting regions where there is potential for growth and market expansion.

Collaboration and Partnership

Collaborations with high-profile designers, athletes, and influencers will remain a core strategy, driving interest and innovation.

We've explored the rich history, diverse sub-brands, target audiences, product offerings, and innovative strategies that have propelled Nike to the forefront of the global athletic apparel and footwear industry.

Each sub-brand within the Nike family contributes to the brand's overarching mission of bringing inspiration and innovation to every athlete in the world.

As Nike continues to innovate, adapt, and expand its brand architecture, one thing remains constant: its commitment to excellence and its status as a symbol of athletic prowess and style. Whether you're a skateboarder looking for the perfect deck, a runner seeking natural movement, a golfer aiming for excellence, a fashion-forward individual embracing iconic sneakers, or a sneaker collector

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Nike: Changing the Sneakers Game

Format: Print
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| Pages: 23

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2020 GOLD LEISURE & LIFESTYLE UNITED STATES

Nike dream crazy, ran in: united states.

Alex Lopez, Brand Experience Senior Director

Wieden+Kennedy *Lead Agency

Andy Lindblade, Head of Strategy André Gustavo, Global Brand Director Nathan Goldberg, Group Strategy Director Luiza Prata Carvalho, Brand Director Alberto Ponte, Creative Director Ryan O'Rourke, Creative Director Reme DeBisschop, North America Media Director Daniel Sheniak, Group Media Director Ryan Craven, Associate Media Director

Publicis Sapient

The Nike “Dream Crazy” campaign showed how the brand’s deep belief in the potential of athletes and the power of sport can make an enormous impact on popular culture and in the process drive unprecedented brand relevance and business success. By showing how athletes could not only push themselves in sport, but also begin to change the culture around them, this campaign captivated today's youth generation – and American culture at large.

Hero Medium: SOCIAL MEDIA

Medium Featured On Video: OOH,SOCIAL MEDIA,TV

Audience: Teens (13-20)

Objectives: Build brand equity

Type: Business to Consumer

Language: English

Judge Tags: Brand Equity;Corporate Social Responsibility/Purposeful Marketing;Digital/Online;Earned Media;Media strategy;Multicultural;Real time marketing;Retailer-driven

Case Library
Effie Index

Brand Equity of Nike

by kasi | Brand Equity of Companies

Brand Awareness

Nike is a globally well-known and famous brand across the globe with having strategic promotions, advertisements and also sponsoring their own brand I many events and media channels. Nike products can be seen everywhere, from Olympics to normal sitcoms, commercials and other sporting events, at all local, national and international level. Its tag line “Just do it”, have taken the attention of the people and almost every individual is aware about its logo. Nike continuously promotes its brand by newsletter, commercials, sponsorships and billboards to create brand awareness. It also expand geographically in countries where it was not before, so that those people could also know about it (Guidance, 2013).

Brand Association

Nike is successful in achieving strong brand equity by completing all the pillars required for having brand equity. Strategic messages together with the quality items allowed and helped Nike in excelling in every dimensions. It is able to have successful brand association because of celebrity endorsement.it was done because of balance theory, which suggested that balancing the attitudes of customers will help in increasing sales. It endorsed many of the famous athlete to give the concept to consumers that such big celebrities have blind faith on Nike and so its followers should also have (Goudreau, 2017).

Brand Loyalty

Nike has strong team of loyal customers, who never switch it for any other competitive brand like Puma, Adidas etc. it is only because, its consumers have blind trust on its quality and Nike put its all efforts in never disappointing its customers. It work hard to retain its loyal customers and attract potential customers. These customers are strength of Nike, which help it in overcoming its threats. It is one of the main reason for gaining higher competitive advantage as compare t its rivals (Goudreau, 2017).

Brand Asset

Nike is offering 1000s of products in the category of sports shoes, apparel, accessories and many other categories. This help in gaining the attention of big athletes and also target ordinary sports player, who never compromises in sports quality. Its assets help in achieving brand loyalty and a god market position in the industry. Nike used it as the strategic branding approach for facing the challenges and threats of rivals. It is considered as a champion in the industry for developing and introducing new, unique design and quality product for its consumers (Nike, 2018).

Brand Element

Nike has laid great focus on all six major brand elements. It has targeted correct audience by fulfilling its promise for not compromising on quality. Nike is successful in making positive brand perception in the consumer mind, which is why they become loyal customers. It never compromises on its value and engage in accurate brand positioning. Its voice is loud and clear, which can be heard by millions of people across the globe (Domininquevanbennekom, 2017).Nike worked day and night for building strong brand equity in a competitive sports industry by properly using every element odd brand equity.

Domininquevanbennekom, 2017. How does Nike score on brand elements? [Online], Available at: https://dominiquevanbennekom.wordpress.com/2013/09/12/how-does-nike-score-on-brand-elements/ , [Accessed on: 17th February, 2018]. Goudreau, E. 2017. How brand equity has kept Nike on top? [Online], Available at: https://medium.com/@emgoudre/how-brand-equity-has-kept-nike-on-top-3f4ee0814d60 , [Accessed on: 17th February, 2018]. Guidance1, 2018. Nike, brand of brands. [Online], Available at: https://gavinsaul.wordpress.com/2013/09/15/nike-the-brand-of-brands-in-your-words-4/#respond , [Accessed on: 17th February, 2018]. Nike, 2018. About Us. [Online], Available at: https://www.nike.com/in/en_gb/?ref=https%253A%252F%252Fwww.google.com%252F , [Accessed on: 17th February, 2018].

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Keller Brand Equity Model

Kevin Lane Keller’s Brand Equity Model is a comprehensive framework that breaks down brand equity into four essential components, often represented as a pyramid. These components serve as building blocks for developing and managing strong brands.

Table of Contents

Understanding Brand Equity

Before delving into the Keller Brand Equity Model, it’s crucial to grasp the concept of brand equity. Brand equity represents the value and influence that a brand holds in the minds of consumers. It encompasses various dimensions, including brand awareness, associations, perceptions, and loyalty. A brand with strong equity enjoys several advantages, such as the ability to command premium prices, inspire trust and loyalty, and effectively compete in the marketplace.

Brand equity is not built overnight; it requires consistent efforts to create positive brand associations and deliver exceptional customer experiences. The Keller Brand Equity Model provides a structured approach to understand and manage the various components that contribute to brand equity.

The Keller Brand Equity Model

1. Brand Identity

At the base of the brand equity pyramid lies brand identity. This component focuses on establishing a strong and distinctive brand presence. It involves crafting a compelling brand name, designing an appealing logo, selecting relevant brand colors, and creating a memorable tagline. Brand identity serves as the foundation upon which all other aspects of brand equity are built.

Key Activities for Brand Identity:

Selecting a unique and meaningful brand name.
Designing a visually appealing logo.
Choosing brand colors that resonate with the target audience.
Crafting a memorable and relevant tagline or slogan.

2. Brand Meaning

Above brand identity, we have brand meaning, which encompasses two dimensions: brand performance and brand imagery.

Brand Performance:

This dimension relates to how well the brand’s products or services meet consumers’ functional needs and expectations. Brands that consistently deliver quality, reliability, and value build positive associations with their performance.

Key Activities for Brand Performance:

Ensuring product or service quality and reliability.
Meeting or exceeding customer expectations.
Demonstrating product features and benefits effectively.

Brand Imagery:

Brand imagery is about creating associations and perceptions that go beyond functional attributes. It includes aspects such as brand personality, user imagery, and brand culture. Developing a strong and favorable brand personality can resonate with consumers on a deeper emotional level.

Key Activities for Brand Imagery:

Defining the brand’s personality traits (e.g., trustworthy, innovative, friendly).
Creating user imagery that aligns with the target audience’s aspirations.
Establishing a brand culture that reflects the brand’s values and beliefs.

3. Brand Response

Moving up the pyramid, we reach the brand response level. This component assesses how consumers react to the brand and their level of engagement. It encompasses two critical dimensions: brand judgments and brand feelings.

Brand Judgments:

Brand judgments refer to consumers’ rational assessments of the brand. This includes perceptions of brand quality, credibility, and relevance. Positive brand judgments lead to higher trust and loyalty.

Key Activities for Brand Judgments:

Communicating the brand’s quality and credibility.
Demonstrating the brand’s relevance to consumers’ needs and preferences.

Brand Feelings:

Brand feelings relate to the emotional responses and connections consumers have with the brand. Brands that evoke positive emotions, such as happiness, excitement, or trust, tend to create stronger bonds with consumers.

Key Activities for Brand Feelings:

Developing emotionally resonant brand messaging and advertising.
Engaging in cause marketing or social initiatives to evoke positive emotions.

4. Brand Resonance

At the pinnacle of the brand equity pyramid is brand resonance. Brand resonance signifies the deepest level of consumer-brand connection. It involves four dimensions: behavioral loyalty, attitudinal attachment, sense of community, and active engagement.

Behavioral Loyalty:

Behavioral loyalty reflects the extent to which consumers consistently choose and purchase the brand’s products or services over alternatives. It goes beyond simple repeat purchases and implies a strong commitment to the brand.

Key Activities for Behavioral Loyalty:

Offering loyalty programs and incentives.
Ensuring a positive customer experience throughout the consumer journey.

Attitudinal Attachment:

Attitudinal attachment refers to consumers’ emotional bond and affinity with the brand. It includes feelings of trust, affection, and connection. Brands that consumers are emotionally attached to inspire loyalty and advocacy.

Key Activities for Attitudinal Attachment:

Building trust through transparent and ethical business practices.
Eliciting positive emotions through brand storytelling and messaging.

Sense of Community:

A sense of community involves creating a community of brand enthusiasts and advocates. It fosters a sense of belonging among consumers who share a common affinity for the brand.

Key Activities for Sense of Community:

Facilitating brand-related forums and discussions.
Encouraging user-generated content and testimonials.

Active Engagement:

Active engagement represents the highest level of brand resonance. Consumers who are actively engaged with the brand not only make repeat purchases but also participate in brand-related activities, such as events, contests, or co-creation.

Key Activities for Active Engagement:

Involving consumers in product development or innovation.
Hosting brand events and experiences.

Applications of the Keller Brand Equity Model

The Keller Brand Equity Model offers valuable insights and practical applications across various aspects of brand management and marketing strategy :

1. Brand Strategy Development

Businesses use the model to inform their brand strategy development. It helps in defining the brand’s identity, meaning, and the desired consumer responses. This informs decisions regarding positioning, messaging, and communication channels.

2. Marketing Communication

Effective marketing communication is essential for building brand equity. The model guides marketers in crafting messages and campaigns that resonate with consumers’ perceptions and emotions. It helps in aligning brand communication with the desired brand judgments and feelings.

3. Product and Service Innovation

When introducing new products or services, understanding the brand equity pyramid can inform decisions about product design, quality, and branding. Brands can leverage existing brand equity to facilitate the adoption of new offerings.

4. Competitive Analysis

Comparing a brand’s equity dimensions with those of competitors can reveal strengths and weaknesses. This competitive analysis aids in identifying opportunities for differentiation and market positioning.

5. Customer Relationship Management

Managing customer relationships is central to building brand resonance. Brands can use the model to design loyalty programs, engagement initiatives, and community-building efforts that foster strong bonds with consumers.

Case Study: Nike

To illustrate the application of the Keller Brand Equity Model, let’s examine the case of Nike, a globally renowned athletic footwear and apparel brand:

Brand Identity: Nike has a distinctive and instantly recognizable brand identity. Its iconic Swoosh logo, accompanied by the “Just Do It” tagline, forms a strong foundation for its brand presence.
Brand Meaning: Nike has successfully associated its brand with performance, innovation, and empowerment. Through its marketing campaigns featuring athletes and a focus on athletic achievement, it has created a powerful brand meaning.
Brand Response: Consumers perceive Nike as a high-quality and credible brand in the athletic industry. They trust the brand’s products and often feel inspired by its messaging.
Brand Resonance: Nike has achieved brand resonance by fostering a sense of community among athletes and sports enthusiasts. It hosts events like the “Nike Run Club” and “Nike Training Club” to actively engage consumers.

Nike’s brand equity is evident in its ability to command premium prices, maintain strong customer loyalty, and influence consumer behavior in the sports and lifestyle market.

Challenges and Considerations

While the Keller Brand Equity Model provides a structured approach to brand management, it’s essential to acknowledge that building and managing brand equity is an ongoing endeavor. Here are some challenges and considerations:

Changing Consumer Preferences: Consumer preferences and behaviors evolve, requiring brands to adapt and stay relevant.
Consistency: Maintaining consistency in brand messaging and customer experiences across various touchpoints is crucial for building and preserving brand equity.
Global Branding: Brands operating in global markets must navigate cultural differences and adapt their strategies accordingly.
Competition: The competitive landscape is fierce, and brands must continuously innovate and differentiate themselves to stand out.
Ethical and Sustainable Branding: Consumers are increasingly concerned about ethical and sustainable practices. Brands that prioritize these values can enhance their equity.

The Keller Brand Equity Model offers a comprehensive framework for understanding, measuring, and managing brand equity. Brands that strategically leverage this model can create powerful emotional connections with consumers, inspire loyalty, and thrive in competitive markets. Building and maintaining a strong brand requires dedication, creativity, and a deep understanding of how each dimension of brand equity contributes to overall success. As businesses recognize the pivotal role of brands in their growth and longevity, the Keller Brand Equity Model remains an invaluable tool for brand strategists and marketers worldwide.

Key Highlights

Introduction to Brand Equity : Brand equity represents the value and strength a brand holds in the minds of consumers. It encompasses various dimensions, including brand awareness, associations, perceptions, and loyalty. Strong brand equity provides several advantages, including the ability to command premium prices, inspire trust and loyalty, and compete effectively.
Building Brand Equity : Brand equity is not established overnight but requires consistent efforts to create positive brand associations and deliver exceptional customer experiences.
Brand Identity : At the base of the pyramid, brand identity focuses on establishing a strong and distinctive brand presence, including elements like name, logo, colors, and tagline.
Brand Meaning : Above brand identity, this component includes brand performance (meeting functional needs) and brand imagery (emotional connections).
Brand Response : This level assesses how consumers react to the brand, covering brand judgments (rational assessments) and brand feelings (emotional connections).
Brand Resonance : At the pinnacle, brand resonance signifies the deepest level of consumer-brand connection, involving behavioral loyalty, attitudinal attachment, sense of community, and active engagement.
Brand Strategy Development : The model informs brand strategy , helping define identity, meaning, and desired consumer responses for positioning, messaging, and communication.
Marketing Communication : It guides marketers in crafting messages and campaigns that resonate with consumers’ perceptions and emotions.
Product and Service Innovation : Brands can leverage existing equity when introducing new offerings.
Competitive Analysis : Comparing a brand’s equity dimensions with competitors reveals strengths and weaknesses.
Customer Relationship Management : The model assists in designing loyalty programs, engagement initiatives, and community-building efforts.
Case Study: Nike : Nike, a renowned athletic footwear and apparel brand, exemplifies the application of the Keller Brand Equity Model through its strong brand identity, meaning associated with performance and innovation, positive brand response, and brand resonance achieved by fostering a sense of community among athletes and enthusiasts.
Challenges and Considerations : Building and managing brand equity is an ongoing endeavor with challenges such as changing consumer preferences, maintaining consistency, navigating global markets, facing competition, and addressing ethical and sustainable concerns.
Conclusion : The Keller Brand Equity Model offers a valuable framework for understanding, measuring, and managing brand equity. Brands that strategically leverage this model can create powerful emotional connections with consumers, inspire loyalty, and thrive in competitive markets. Building a strong brand requires dedication, creativity, and a deep understanding of each dimension of brand equity’s contribution to overall success. As brands increasingly recognize their pivotal role in growth and longevity, the Keller Brand Equity Model remains a valuable tool for brand strategists and marketers worldwide.

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DOI: 10.5539/ijms.v12n4p30
Corpus ID: 227298957

Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising

Bassant Eyada
Published 10 November 2020
Business, Sociology
International Journal of Marketing Studies

Figures from this paper

26 Citations

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Here’s the thing about brand equity, according to experts

Why is Netflix your favorite place to watch shows? Why do you always buy Nike sneakers? Why are Pringles in your snack stash instead of store-brand chips?

Maybe it’s because you associate these brands with quality, reliability, or status. Maybe it’s because they make you feel good. Maybe it’s because they’re favorites with your friends.

69% of consumers say they’d choose a trusted brand over the budget-friendly alternative.

This comes down to brand equity — consumers’ perceptions of a brand’s value.

In this post, we get insights from the experts on what brand equity is, how it influences a company’s financial performance and the best ways to measure it.

“Brand equity refers to the consumer’s perceived value of a brand. Your brand equity = how pervasive and likable your brand is in the eyes of the consumer. If you ask ten people to define brand equity, you are likely to get ten (maybe 11) different answers as to what it means.” - George Christodoulides, Lecturer in Marketing at The University of Birmingham and Leslie de Chernatony, Professor of Brand Marketing at Università della Svizzera italiana

While many marketers and researchers have argued about the definition of brand equity, it’s loosely agreed that brand equity refers to the consumer’s perceived value of a brand.

Your brand equity is how pervasive and likable your brand is in the eyes of the consumer.

It’s trust. It’s reputation. It’s story.

It’s why you grab the box of Chips Ahoy over store-brand chocolate chip cookies.

For consumers, researcher Kevin Lane Keller says that assessing a brand comes down to two essential things:

Judgements — consumers judge a brand based on factors like quality, credibility, usefulness and superiority in comparison to competitors.

Emotions — consumers assess a brand based on how it makes them feel. The six positive brand feelings include: fun, excitement, warmth, social approval, security and self-respect.

As Danica Popovic says, “In order to build a strong brand you must shape the way your customers think and feel about it. In other words, there’s no brand value without customer perception .”

Feel-good brand assessments are why people have favorite brands.

Take Gen Z — who rank brands like Netflix, KitKat, and Nike as some of their go-to brands, while millennials say that Apple, Amazon, and Nike are their top brands.

Here’s a few of Gen Z’s favorites for example:

Here’s some millennial favorites:

While brand perception and the subjective world of consumer emotion or judgment may be hard to measure, it’s clear how consumers' opinions on a brand can have a direct impact on your profits and customer retention.

71% of people buy more from brands they trust. While 81% of consumers say their buying decisions are impacted by their friends’ posts on social media.

“A brand is an intangible asset in that it has no physical substance, including not becoming cash in a year. Nonetheless, a strong brand has value to the consumer and accordingly can be expected to generate financial value to the company over time.” — Ph.Ds Bubby Calder and Mark Frigo

Market share is the percentage of total sales generated by a company in a specific industry.

You can work out market share by dividing your business’ sales over a defined period by the industry’s total number of sales over the same stretch of time.

How does market share relate to brand equity?

People pay for what they value. They pay for products and brands that have a great reputation and that make them feel good. The higher your market share, the more brand equity your brand is likely to have.

From our analysis above, we know that Nike is repeatedly ranked as one of consumers favorite brands. While they have a market share of 43.7% in the sportswear industry.

Here’s Amanda Lane from GrowSurf:

“Companies with high brand equity are often more visible in the marketplace whether it's through advertising campaigns, consistent branding and messaging, or positive word-of-mouth from brand advocates. The more exposure and positive associations your brand receives, the easier it is to edge out competitors and increase market share.”

Because brand equity is made up of ineffable and hard-to-pin-down elements such as consumer emotion and opinion, it can feel like a hard concept to define and analyze.

However, Landor’s Nick Cooper believes that it’s one of the most common myths that brand equity can’t be meaningfully measured. He says:

“It’s true that there are plenty of established tools for measuring demand generation. However, brand can be measured equally effectively, not least through quantifying brand equity and monetizing the impact of brand.”

By breaking down brand equity into quantifiable concepts that you can easily measure, you can start to track and analyze brand equity as a whole. Let’s take a look.

Brand awareness

Brand awareness is one concept that can help you more easily measure brand equity.

Brand awareness refers to how familiar consumers are with your brand. It’s all about how easy your brand is to recognize and remember.

We may call brands with high brand awareness “trending,”, “cool” or “popular.”

The ultimate example of a brand with a high level of brand awareness is Google — with the term, “Google it,” becoming synonymous with running an internet search.

Total brand value

Total brand value is all about monetizing the impact of a brand.

According to Qualtrics:

“If your company were to merge or be bought out by another business, and they wanted to use your name, logo, and brand identity to sell products or services, your brand value would be the amount they would pay you for that right. This is market-based brand value.”

Total brand value is how much your brand is financially worth. It’s how much your brand would go for if you sold it.

While total brand value is a tangible measure of a brand’s power, the tangible and concrete can point to “hard-to-pin-down” indications of a company’s power and influence like brand equity.

Just take a look at some of the brands with the highest brand value :

Apple at $516.6 billion

Microsoft at $340.4 billion

Google at $333.4 billion

Brand relevance

Brand relevance is a metric that measures how relevant people feel your brand is to their wants and needs.

David Aaker says , “Winning under the brand relevance model is based on being selected because competitors were not relevant rather than not preferred, a qualitatively different reason.”

Thibaud Clement goes on to say that brand relevance is often about how people feel, rather than think:

“It is not about how customers think, but how they feel , prompting statements such as “watching Netflix makes me feel good,” “driving a Tesla makes me feel smart,” and “shopping at Whole Foods Market makes me feel responsible.’”

Brand’s with high brand relevance create products that are affordable and make life more fun, easier and more meaningful. More than that, they connect with consumers’ values and self-perceptions.

Smart people buy Teslas. Ethical people shop at Wholefoods. These consumers wouldn’t go to another business because those businesses aren’t relevant to who they are and how they see themselves.

Now we’ve broken down brand equity into definable concepts, let’s take a look at some of the best tools to measure them.

Surveys are one of the best ways to measure brand awareness and brand relevance.

Because surveys are easy to run online and people can do them wherever they want, on any device, they typically have a high response rate. As such, you can get a ton of insights into your customers’ thoughts and feelings from just this source.

However, high response and completion rates depend on great survey design.

At Zappi, we’ve studied how to design surveys in a way that supports the respondent experience.

Zappi survey covers question on which beverages the respondent has had in the last three months

Some of our best practices include:

Optimized for mobile: Many brands overlook stepping up the mobile survey experience — putting desktop first. We always optimize our surveys for mobile, giving respondents an easy experience across their devices.

Short and sweet: Based on thousands of surveys we’ve run, the most engaged responses always come in the first 10-12 minutes. Keep your survey length no more than 10 minutes to help make sure your responses are reliable.

Low dropout: We mandate a 20% minimum inclusion rate in every survey.

You can use Ask Anything , our ad-hoc survey tool to survey users about brand assets (from your name to your logo), brand sentiment and brand perception.

Use our predefined consumer survey solution to find the best questions to measure your brand’s reputation and awareness. With easy-to-read automated reports, you can spot patterns in your brand equity data over time.

Social listening

Social listening involves pulling up the social media platforms where your customers hang out and seeing how they talk about your brand and products.

Whether it’s Reddit or TikTok, social listening can give you great insights into how your customers perceive you.

Here’s an example of a Reddit user sharing why they think a Huda Beauty eyeshadow palette is worth the price tag:

"Yes I really do think they are! Although I'd always suggest that you wait for a sale because those come around pretty often, and it puts less pressure on the purchase. That said, quality + performance-wise, they're the only shadow I have that I wouldn't feel like a sucker paying full price for.

I've spent top dollar on ND, CT, UD, TF, Viseart, Dior, and I've always felt like I overpaid a bit, even if I like them. But I've never felt that way with my Hudas. They really spark joy with their performance, versatility and the way they look on my eyes. But yeah wait for a discount, especially if this is your first Huda purchase because you might not feel the same as I do."

You can use social listening to:

Find honest opinions on your brand and products

See whether your brand, products, or campaigns are trending

Understand where your brand or product ranks in comparison to your competitors

To get started with social listening, send out a short survey and ask your customers about which social media channels they like to use.

Once you have a list of their go-to networks, look beyond the typical social media platforms and brainstorm digital hangouts like:

The comment section of your blog posts

Online reviews on TrustPilot or Google

Specialized forums — say you’re a B2B brand, many of your customers may spend time on dedicated industry forums

Next, make a list of target keywords or search terms you’ll use to search for your brand or competitors. Use tools like Sprout or Brandwatch to track your brand mentions.

Google Analytics

There are a number of ways you can use Google Analytics to measure brand awareness and brand relevance.

Take a look at some of the best metrics to help you measure them:

Web traffic and search volume: — High web traffic and search volume suggests that people are aware of your brand or products and are looking for them.

Click-through-rate for PPC ads: — The higher your CTR, the higher your visibility and relevance.

Referral traffic: — Who is referencing your site, brand, or products? Use Google’s referral traffic to keep track of backlinks.

Average session time : — The more time people spend on your site, the more they’re getting out of your brand or products. Longer session times suggest higher brand and content engagement and more time spent browsing your product pages.

Now you know what to measure and have the right tools, read on for five steps for measuring brand equity.

1. Choose what to measure

Above, we covered three overarching concepts you can use to measure brand equity. At this stage in your research, it’s time to break these down into different research topics, such as:

Brand or product awareness: — To test brand or product awareness, you might go for a picture-based survey and show people product images or logos within your product category then ask them which ones they recognize.

Brand recall: — How well can respondents remember your name, logo, products, or slogan?

Customer satisfaction : — An important topic to cover if you want to understand and measure brand relevance. Metrics such as your Customer Effort Score, Customer Satisfaction Score, and Net Promoter Score can all help you understand how relevant and useful your customers consider your products.

Competitor performance: — Where does your brand stack up among your competitors? Add a competitor analysis into the mix to understand how your customers see your brand in comparison to other names in your industry.

Financial values : — Beyond profit margins, there are a number of financial metrics you can use to get a sense of your brand equity, such as revenue growth and price premium.

2. Choose your research approaches

The next step is to choose your research approaches. The right approaches depend on what you want to measure.

Above, we covered some of the best tools you can use in your research — including Zappi ’s predefined and optimized surveys, social-listening tool Sprout Social , and Google Analytics .

You can also add other approaches in the mix, such as:

Focus groups : Focus groups involve bringing together your target audience and talking brand with them. Focus groups can often lead to deeper insights as participants explore ideas together and bounce opinions off each other.

Interviews : A great way to get more in-depth insights into your customers’ opinions and feelings about your brand.

Different types of periodic surveys : Such as email, Net Promoter Score, and telephone surveys.

It’s best to use two to three different approaches for each metric.

By using multiple tools, you can triangulate your data — combining multiple data sources. This allows you to:

Validate your responses : — If your consumer’s responses to your brand track across data sources then you know you’ve got a reliable measure of brand equity.

Spot trends in your results: — The more data you have, the more trends you can spot.

Cover any weaknesses in your data or data gathering methods: — By using different methods and datasets, you can spot any gaps in your research and help cover the weaknesses of each method.

3. Validate your findings

To validate your research findings, check to see whether your data is:

Accurate: — Does it give a true representation of the way your customers think and feel about your brand? Is your data reliable and representative?

Complete : — Are there any gaps in your data? Does your data offer the full picture on your consumers’ experience and perceptions of your brand?

Consistent : — Is your data consistent across your sources? Consistent data is trustworthy data.

If your data fits this criteria then it’s ready to process and analyze.

4. Publish your research

Original research is a great way to get your brand noticed and improve your reputation with people who are already your customers with 74% of B2B buyers saying that original research impacts their buying decisions.

Once you’ve analyzed your data, why not turn your research findings into a long-form blog post or downloadable report?

Read on for three more tips to help you measure brand equity.

1. Conduct regular brand tracking

Consumers’ perceptions of your brand can shift each month or even every year. One misguided ad, a trending news story, or new competitor can have a huge impact on the way consumers see you. That’s why brand tracking, measuring your brand equity over time, is essential to understanding brand equity.

There are a number of ways to approach your research, you can schedule research:

Each quarter

Every 18 months (this may be a better option for you if you’re a smaller business with a limited budget)

After a campaign roll out

2. Keep track of changing definitions

Every year, new researchers are bringing out new models and rolling out new definitions to help us better conceptualize brand equity. New models and definitions can give you fresh ways of understanding and measuring brand equity.

3. Do a brand audit

How do you work on your brand equity from the inside out? With a brand audit.

Review your products, messaging, visual identity (e.g. logo and brand colors), and digital channels and analyze what your biggest strengths and weaknesses are.

You can also rely on many of the research strategies and tools we listed above to do your audit — such as Google Analytics, Zappi’s surveys, and social listening tools like Sprout Social.

A brand audit can be an important tool if you notice a drop in brand equity — you can use one to help you figure out where your brand is going wrong with consumers and what you can do to improve your consumer sentiment.

Brand equity is essential to understanding what consumers think and feel about your brand. By regularly rolling out brand tracking, you can make sure your understanding of consumer sentiment is up to date and reliable.

If you’d like to learn more about how Zappi can help you improve your survey response rates and find out the best questions to ask consumers, reach out to us .

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A comprehensive guide to brand equity and growth

Brand equity is one of your business’s most valuable assets. Our many studies have proven that the stronger the brand, the more superior the shareholder returns, and the greater the contribution to a business’s cash flow.

We’ve compiled the latest Kantar thinking about brand equity and brand growth, based on decades of research and data from Kantar databases, into a comprehensive guide to brand equity.

Download our guide to discover:

What brand equity means
Why and how to measure brand equity
The role brand assets play in building brand equity
How to optimise media spend allocation to improve brand performance
Which brand touchpoints will most effectively help build your brand equity
How brand purpose can help build meaningful difference and equity
How to influence consumer perceptions to build brand equity
The five components of brand strategy that will help improve your brand’s equity

Download the brand equity guide

We’d love to talk to you about how to build your brand’s equity and share more learnings from Kantar BrandZ and other Kantar databases.

Get in touch.

LEGO And Nike’s Partnership: A Strategic Move In The Era Of Brand Collaborations

In an era of big brand partnerships, LEGO Group & Nike have announced a multi year collaboration.

This week, LEGO Group and Nike, Inc. announced a multi-year partnership aimed at blending the worlds of creative play and sport. Set to begin next year, the collaboration is expected to produce co-branded products, content and experiences that will appeal to children and families alike. While the initiative has generated considerable interest amongst fans, it also reflects a broader trend of high-profile brand partnerships that are increasingly reshaping consumer markets.

Both LEGO and Nike have long histories of advocating for children’s right to play and encouraging active lifestyles. A recent study by LEGO revealed that for a third of children globally, playtime is limited to just three hours a week, and according to the World Health Organization, only one in five children gets the physical activity needed to thrive. With these concerns in mind, the companies believe that their combined commitment to creativity, fun, sport and imagination will help inspire, engage and empower young people around the world.

The collaboration also ties into a larger, global initiative. In March 2024, the United Nations adopted a resolution designating June 11 as the International Day of Play, backed by both LEGO and Nike. This day in 2025 will serve as a focal point for the partnership, with the goal of encouraging children to engage in both creative play and physical activity.

The partnership goes beyond a simple creative endeavor. It is a strategic move at a time when brands are increasingly looking beyond their traditional sectors to expand their influence and reach. By joining forces, LEGO and Nike are leveraging their established market positions to tap into new demographics and reinforce their core values, all while addressing the evolving needs of consumers.

In recent years, cross-sector partnerships have become a crucial strategy for brands seeking differentiation in crowded markets. Collaborations like this one allow companies to merge strengths, reach new audiences and drive innovation. For LEGO, known for fostering creativity and problem-solving in children, partnering with Nike offers a way to stay relevant as digital entertainment continues to dominate children’s lives. By aligning with Nike, LEGO gains access to the sportswear giant’s extensive network in the athletic and lifestyle markets, thus helping to attract older children and teenagers who may have outgrown traditional toys but remain interested in creative and active pursuits.

Nike, in turn, stands to benefit from LEGO’s strong connection with younger audiences and families. As competition in the sportswear market intensifies, Nike faces pressure to diversify its offerings and engage new customers. Partnering with LEGO allows Nike to position itself as a brand that not only champions athleticism but also nurtures creativity and imaginative play. This approach could help Nike build brand loyalty among a younger generation, ensuring a steady customer base in the future.

Cal Dowers, VP of Global Kids at Nike, noted the broader significance of the collaboration: “At Nike, we believe in the power of sport to move the world forward, and that starts with kids. We’re committed to creating a more accessible and inclusive future that inspires kids of all ages and abilities to be more active. Together with the LEGO Group, we’re excited to invite all kids into a new vision of sport and creative play.”

This partnership reflects a larger trend of strategic collaborations that have gained momentum across industries. These alliances are increasingly seen as a way to drive growth in an era where limited-edition collaborations and unique brand experiences are key to capturing consumer interest. The partnership between Apple and Hermès, for example, successfully merged technology with luxury fashion, elevating the Apple Watch while giving Hermès a foothold in the tech world. Similarly, the collaboration between Louis Vuitton and Supreme brought together high fashion and streetwear, creating a cultural phenomenon that resonated widely.

As with any high-profile partnership, the true measure of success for LEGO and Nike will be in the execution. The brands will need to go beyond co-branding to create offerings that genuinely resonate with their target audiences. To that end, the companies have already released a special digital animation to spark excitement and curiosity among kids, families, and adults alike. Among the anticipated products is a LEGO Minifigure head featuring Nike’s Swoosh as the smile and symbolizing the blend of both brand identities.

What happens next will determine the partnership’s impact. If LEGO and Nike can effectively combine their strengths and deliver products that connect with consumers on a deeper level, this collaboration could set a new standard for cross-sector partnerships. However, the true test lies in whether they can create offerings that are not just commercially successful but also culturally meaningful. With the first wave of products expected to launch next year, the market will soon see whether this collaboration lives up to its potential or becomes just another example of branding buzz.

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